LOCALIZATION OF FOOTBALL CLUB WEBSITES. A CULTURAL PERSPECTIVE

      Аннотация: Sport is where everybody feels part of a universal family while at the same time rooting wholeheartedly for one's own country and colors. Football clubs, players and fans across the world know this duality very well and thrive on it, consciously and unconsciously; overtly and covertly. Using the website of FC Internazionale Milano as a case study, Fahim Afarinasadi offers an in-depth analysis of website localization as indispensable to a football club's quest for survival and success in our global era. Zooming in linguistic and cultural nuances underpinning the complex nexus between society and sport, Afarinasadi delivers a conceptual reformulation and operational protocol to enhance not only the financial impact but also the cross-cultural appropriateness of website localization as a form of multimodal translation.Marco SonzogniReader in Translation Studies Victoria University of Wellington

Ключевые слова: translation, Website, football, Localization, communication, Marketting