Multimodal Translation in YouTube Shorts from Spanish Football Teams Real Madrid against Barcelona
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Abstract
YouTube Shorts (YTS) are a new type of audiovisual content akin to Instagram Reels (IGR) and TikTok videos (TK), which has gained increased popularity since its inception. This article bases on a recent dataset of Shorts from Real Madrid and FC Barcelona football teams (first round of LaLiga 2023-2024 season), and analyses how they employ multimodal communication and translation to create a brand image aimed at combining national and international identities. Results yield that the communicative goals are not pursued exclusively through one or more languages, but they also include overlapping semiotic codes designed to reach universal understandability and content access, such as emojis, proper names, and hashtags.
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