Translating Paratexts: A Multimodal Analysis of Vietnamese Editions of Irish Chick Lit

Authors

  • Nguyen Nhat Tuan

    Faculty of Graduate Studies, Hanoi University, Hanoi, Vietnam

DOI:

https://doi.org/10.30564/fls.v7i6.9848
Received: 3 May 2025 | Revised: 26 May 2025 | Accepted: 30 May 2025 | Published Online: 5 June 2025

Abstract

This study investigates the multimodal adaptation of paratextual elements, specifically titles, authorial branding, and book covers, in the Vietnamese translations of five Irish Chick Lit novels. Drawing on Genette’s theory of paratexts, Kress and van Leeuwen’s visual grammar, and Viezzi’s model of culturally adaptive titling, the analysis highlights how intersemiotic translation practices reframe genre identity, gender ideology, and reader positioning across cultural contexts. Using a qualitative, multimodal discourse analytic framework, the paper compares the Irish and Vietnamese editions of works by Marian Keyes, Cathy Kelly, and Cecelia Ahern. Findings reveal systematic shifts in the paratextual hierarchy, visual aesthetics, and semantic framing, reflecting both localization strategies and ideological filtering processes. Vietnamese editions emphasize emotional relatability and consumer-oriented femininity through vibrant color palettes, softened imagery, and downplayed author branding. Title translations exhibit a spectrum from literal rendering to metaphorical reframing, often modulating tone and cultural resonance to align with local genre expectations. This research contributes to translation studies by demonstrating how paratexts operate as strategic sites of meaning-making, market adaptation, and cultural negotiation in the global circulation of popular fiction. The study also highlights the importance of integrating visual and discursive dimensions into applied linguistic models of translation and reception.

 

Keywords:

Paratextual Translation; Multimodal Discourse Analysis; Chick Lit; Genre Localization; Cross-Cultural Reception; Title Adaptation

References

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How to Cite

Tuan, N. N. (2025). Translating Paratexts: A Multimodal Analysis of Vietnamese Editions of Irish Chick Lit. Forum for Linguistic Studies, 7(6), 361–375. https://doi.org/10.30564/fls.v7i6.9848

Issue

Vol. 7 , Iss. 6 (July 2025)

Article Type

Article

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Copyright © 2025 Nguyen Nhat Tuan

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This is an open access article under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.