Globalizing From the Periphery: the Role of Consumer Paratextual Translation

Beyond prevailing investigations of how Western cultural products globalize, we explore cultural globalization from the periphery, by engaging with cultural translation theory and the concept of paratextual translation. Three consumer-driven paratextual translation practices enable transcultural intelligibility, while reconstituting center-periphery conflict on a glocal and transnational scale.



Citation:

Angela Gracia B. Cruz, Yuri Seo, and Itir Binay (2018) ,"Globalizing From the Periphery: the Role of Consumer Paratextual Translation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 521-522.

Authors

Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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