Institute of Liberal Art (ILA)

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AUDIOVISUAL TRANSLATION OF CARTOONS AND THEIR LEXICAL RECEPTION FOR ETHNOLINGUISTIC IDENTITY CONSTRUCTION BY URDUENGLISH BILINGUAL CHILDREN
(UMT, Lahore, 2023) AYESHA SADDIQA
The young Punjabi speech community in urban areas of Pakistani Punjab seems to be shifting towards Urdu and/or English (the two “prestigious” and official languages), while stigmatizing its own language. This language attitude has ultimately resulted in language shift, and eventually provokes identity displacement, in many ways. To address this issue, the present study carried out an audiovisual translation of cartoons in the Punjabi language to motivate and influence Generation Z (7-10 years old) to learn and identify with their mother tongue (Punjabi). To do so, the data was collected in three phases. In the first phase, two episodes of cartoons were translated, adapted, and dubbed using Giordano’s (2016) theoretical framework of audiovisual translation. In the second phase, quantitative data was collected through picture naming and translation tasks to investigate the potential lexical reception of the Punjabi audiovisual translation of cartoons among the children.