Globalisation has in many ways has had direct implications on all of us as modern information and communication technology in particular the mass media has changed a large part of our daily lives. In this regard, language transfer has gained importance over the years within the context of circulation of knowledge and development of cultural identities.
Language competence has continued to play an important role through reading text on TV/video/computer screens, through the internet, computerised work stations, production based on data processing. At the heart of this circulation of knowledge especially from one culture and language to another through mass media are translators.
Translators work with intermediate texts in form of scenarios, scripts and drafts in order to produce and broadcast products in more than one language. The idea to reach audiences in different language settings has linguistic consequences which only translators can handle. By watching a channel on history, sports, cartoons or financial affairs, the viewer expects to see a certain register and terminology, style and rhetoric. A translator has to know the targeted audience and their cultural values from the context of language. These language experts also have to master intra and inter-lingual subtitling because it plays a role in reading skills because reading subtitles on a screen is not identical to reading plain text.
The different modes of language transfer in audiovisual media and localisation in multimedia make us understand that translation does not end with text but delivery. This also helps in analysing translators’ competencies and practices as well as recruiting and training methodology in this unique field.