Translation as cultural transfer: The photonovel magazine Yelpaze (1952-1967) and its multimodal discourse

This dissertation examines the emergence of a popular genre (the photonovel) and a popular magazine model (photonovel magazine) in the Turkish context as a case of cultural transfer. To this end, this study concentrates on Yelpaze, a pioneer photonovel magazine in Türkiye, and explores transfer from three perspectives. The first part, which combines the transfer approach in Translation Studies with the periodical codes from Periodical Studies, focuses on the transfer of a magazine model. Yelpaze translated the photonovels of Grand Hotel (an Italian photonovel magazine) and a comparative analysis of both magazines' periodical codes reveals the transfer relationship between them. The second part examines Yelpaze's multimodal discourse by combining multimodal approaches in Translation Studies with Multimodal Communication Theory. The discourse analyses include magazine covers borrowed from Grand Hotel, translated photonovels, and other translated or indigenous texts published in Yelpaze. The analyses reveal that Yelpaze promoted a certain lifestyle, mostly associated with American modernity, and that Yelpaze's multimodal discourse is shaped by the transfer process. The final part explores the agents active in the transfer process and discourse design in Yelpaze to reveal Yelpaze's common habitus. The analyses indicate that Yelpaze's common habitus is shaped by the features unique to the magazine type, and the agents of transfer. This dissertation, which is the first study to examine the transfer of photonovels into Türkiye, takes a magazine as an example of cultural transfer, and contributes to the existing literature on Translation Studies, Periodical Studies and Multimodality.