earticle

영어

This study explores the social aspect of translation from the perspective of a sociology of translation. A sociology of translation shifts the focus from texts to the sociocultural contexts, the reasons conditioning a translation process, social networks and agents. This study traces the social aspect of retranslation of a ‘screenseller’ in the production of the novel Pachinko by analyzing transformation of the field of publishing. In Korea, the retranslated version of Pachinko was produced in 2022, based on the pursuit of economic capital of a publishing company. While Pachinko enjoyed a status of ‘screenseller’ which relied on video production, many publishing companies competed with each other to own the copyright for the book which would lead it to retranslation. To investigate the social aspect of retranslation implied in the production of the cultural product, this study applies Pierre Bourdieu’s field theory of cultural production and analyzes newspaper articles. The retranslation of Pachinko was conducted by the publishing company, Influential which won the competition in the indirect contexts of the emergence of ‘New generation’, born in 1970s and the cultural phenomenon of ‘transmedia storytelling’. Influential produced a retranslated version of Pachinko with detection of public reader’s dispositions, while using proper marketing strategy as retranslation. This study reasons out the economic and sociocultural practice of retranslation from the production of the retranslated version of the ‘screenseller’.