Translation Report Of "Football In The Era Of New Media" (Chapter 2)

Football in the New Media Age expounds the impact of media change on the football industry,drawing on extensive meetings with key individuals in the media and football industry.It analyzes the economy of football;the rising significance of football rights and its management in the industry;and endeavors by clubs to build up their own media capacity.At the center of the book is an assessment of the fight for control of the game as media,business and fans all aim to redefine the game in the twenty-first century.The translation material is based on Chapter 2 “the Digital Revolution”,which scrutinizes the rise and rapid fall of ITV Digital and analyzes the following negotiation of 2004-2007 Premier League rights in the context of EU regulatory pressure and the much depleted rights value after the fall.The translation project is of down to earth significance since it could promote understanding of historical progress of football rights contention in Europe under the context of new media technologies mushrooming,and it could further become a powerful inspiration of how the sports rights in our country could be evaluated and managed,considering the current dilemma of inflated rights cost with concerns of a total collapse,just like ITV Digital summarized in this chapter.The total word count for this excerpt is 11,703.As a scholastic book,the language of the source content is coherent,unpredictable,formal and objective.In dealing with practical issues experienced during translation and the highlights of the source text,the translator embraces Catford’s shifts theory to tackle them.Guided by Catford’s shifts theory,the report examines how the Structure Shifts,Class Shifts and Unit Shifts direct the translator to unravel issues at the level of lexicon,syntax and grammar to guarantee a smooth,accurate and faithful translated text.