Italian

ALMA MATER STUDIORUM
UNIVERSITÀ DI BOLOGNA
NIDA School of Translation Studies 2015
May 18th-29th, 2015
Quick Tiramisù and Hunter’s Lasagne
Linda Rossato
Alma Mater Studiorum - University of Bologna, at Forlì
Department of Interpreting and Translation Studies
Overview
• A definition of Television genre (Thumim
2004; Mittel 2004)
• British <–>Italian TV cookery
• The reshaping of a television genre
• Examples of translations
• Notions of “Exoticism” <-> “Tradition”
(Warde 1997)
• Notion of “Cultural food colonialism”
Heldke (2013)
Research questions
• How has the availability (via translation) of British
cookery television series influenced the Italian TV
landscape and the autochthonous television
production?
• How has the exposure to a larger amount of
translated TV cookery programmes influenced
Italian consumption of such TV products?
• How are culture-bound elements adapted for a
target audience?
• Why now?
Television genres
• Like Cinema, television production and broadcasting entail complex,
costly and collaborative processes which oscillate between the poles of
industry and commerce on the one hand, and the arts and politics
on the other. This is the matrix within which broadcast content and
its meanings for audiences exist in a constant tension between the
exigencies of the marketplace and the more philosophical
conceptions of individual and national identities. The huge number
of different interests invested in the various stages of the process all
require some means of defining the product, or of distinguishing
between already existing products. The concept of genre, which allows
the categorization of discrete entities, thus introducing order, is
crucial to all these interests but operates differently for each of
them.
(Thumim 2004:9)
TV genre
Arts and politics
Industry
and commerce
audiences
Industry and commerce:
Audiences: The “Delia effect”
Early TV cookery in Britain and Italy
BBC
Cook’s Night out
1937
Xavier Marcel
Boulestin
RAI
A Tavola alle
sette
1974-1981
Ave Ninchi e
Luigi Veronelli
Celebrity chefs and television cookery in Britain 1
Cookery Philip Harben 1941-1954
Marguerite Patten 1947
Fanny Cradock 1965-75
Delia Smith 1975-2010
Celebrity chefs and television cookery in Britain 2
Floyd on … 1984-2009
The Naked Chef 1997-2001
Ready Steady Cook 1994-2010
Nigella bites 1999-2001
Italian cookery on TV
Telemenù 1979-1997
Oggi cucino in … 2003
La Prova del Cuoco 2000
Cotto e mangiato 2008
Cultural adaptation?
Translocating Italianness
Italian stereotype made easy
TV Programme The naked chef series 1
When we worked in France at the boulanger we
were very good, we went like, ba ba ba, and it
looked very complicated, and stuff like that.
And then when I went to learn to make bread, there
was this Italian guy called Gennaro. He made
fantastic bread. He told me off when I started
mingling the dough and it was quite funny ‘cause
he got: “No Jamie don’t do it like that,
making bread is very much like making love to a
beautiful woman, you have to cherish gently and
you know be vigorous at the right point and this
sort of stuff.”
Book The naked chef (p.183)
It wasn’t until I met Gennaro Contaldo, from
the Neal Street Restaurant in Covent Garden,
that I was humorously introduced to the world
of bread [ …] I consider bread –making to be
an art, but it requires a little knack in getting
used to touching and kneading the dough.
That sounds very clichéd but it’s true. The
first time I started working Gennaro’s dough it
stuck all over me. It was everywhere. Gennaro
laughed and suggested that I treat the dough
like a woman, delicately and gently but using
a degree of strength and vigour. This
improved my bread-making skills a treat, as
well as my sex life. Superb!
Food trans-location I
Domestication strategies/hermeneutic attempt?:
• Penne and rigatoni are fine in place of orecchiette
and widely available everywhere. (Oliver, 2001:134)
• It’s obviusly best to make this using amazing Amalfi
lemons, but it does work equally well with large
unwaxed, preferably organic lemons instead. (Oliver,
2005: 20)
Food trans-location
Foreignazation strategies/hermeneutic attempt
• As far as I know, no decent Italian cook has any real
recollection of what we know as spaghetti Bolognaise.
However, every region in Italy makes its own ragù sauce
which very often features leftover stewed meats and game.
(Oliver, 2001:125)
• Basically you bind the pasta with a little egg and season it
with key Italian ingredients like parsley and Parmesan (but
don’t be tempted to use pre-grated parmesan – it will taste
horrible). (Oliver, 2005: 36)
Food Trans-location
Expansion
• I’ve always thought of crostini as small bruschette
but this isn’t completely correct, as they are usually
made with white bread instead of sourdough. I’m
told that in the old days the bread would have been
so stale that it would have to be soaked in a little
stock or juice to make it chewy and edible again.
(Oliver, 2005: 22)
Iconic translation or plagiarism?
Jamie Oliver
Simone Rugiati
Iconic translation or plagiarism?
Conclusions
•
•
•
•
Exotic versus traditional
Appropriation of an alien culture
A movement of contents for mutual benefit
Shaping and reshaping of a TV genre
Thank you!
[email protected]
Cookery on Italian TV Today
• A mix of Italian and foreign cookery
programmes
http://guidatv.sky.it/guidatv/canale/gamber
o-rosso.shtml
• http://www.repubblica.it/spettacoli-ecultura/2011/12/08/foto/i_dieci_programm
i_di_cucina_in_tv-26290495/1/
Digital, satellite, cable TV Cookery in Italy
• Food thematic channels on Italian TV:
– Satellite and cable channels
• Gambero Rosso Channel
• Alice
• General TV channels brodacasting food programmes
–
–
–
–
–
–
–
Rai uno (analogue and digital)
La 7 (analogue and digital)
Rete 4 (analogue and digital)
Cielo (digital)
Real time (digital)
La 7d (digital)
Arturo (satellite)
Cookery on Satellite TV in Oct.- Nov. 2011
• Satellite TV
– Gambero Rosso Channel (owned by Sky)
•
•
•
•
•
•
•
•
Jimmy’s food factory-> Jimmy e la fabbrica del cibo (voiced-over)
Rude Boy Food -> A spasso con Aaron (voiced-over)
Two fat ladies -> Le signore extralarge (voiced-over)
Grow your own drugs->I tesori del tuo giardino (voiced over)
Dolci di Casa (Italian)
Ricette di Laura Ravaioli (Italian)
Questo l’ho fatto io (Italian)
Mercati d’Italia (Italian)
– Alice (Italian)
•
•
•
•
Sale pepe: quanto basta (Italian)
La gola in viaggio (Italian)
Mattia in viaggio (Italian)
Peccati di gola (Italian)
Cookery on Satellite TV in Oct-Nov. 2009
• Satellite TV
– Gambero Rosso Channel (owned by Sky)
•
•
•
•
•
•
•
•
•
Jamie’s Great Escape to Italy (subtitled)
Ainsley Barbecue (subtitled)
Jamie at Home -> (voiced-over)
Jamie’s Fifteen (subtitled)
Panino Amore mio (Italian)
Ricette di Laura Ravaioli (Italian)
SOS Simone (Italian)
Giorgio and Tony (subtitled)
Jamie Ministry of Food (voiced-over)
Cookery after the Digital switchover
November 2011
• TV channels brodacasting food programmes:
– Raiuno (former analogue now digital)
• La Prova del cuoco (Italian)
– Rete 4 (former analogue now digital)
• Ricette di famiglia (Italian)
– La 7 (former analogue now digital)
• I menù di Benedetta (Italian)
– Real time (digital)
•
•
•
•
–
–
–
–
–
Kitchen Nightmare ->Cucine da Incubo (voiced-over)
Torte da record (Italian)
Cucina con Ale (Italian)
The boss of cakes->Il boss delle torte (voiced-over)
La 7d (digital) Cuochi e Fiamme; I menù di Benedetta (Italian)
Cielo (digital) Hell’s Kitchen (voiced-over); Master Chef Italia (Italian)
ARTURO (satellite) Dolci e delizie (Italian)
ALICE (satellite)
Easy baby (satelite) Dolce o salato (Italian)
Results 2: Becoming the boss of cakes
Results 4: Glocal Gordon
Cookery on Satellite TV in Oct.- Nov. 2011
• Satellite TV
– Gambero Rosso Channel (owned by Sky)
•
•
•
•
•
•
•
•
Jimmy’s food factory-> Jimmy e la fabbrica del cibo (voiced-over)
Rude Boy Food -> A spasso con Aaron (voiced-over)
Two fat ladies -> Le signore extralarge (voiced-over)
Grow your own drugs->I tesori del tuo giardino (voiced over)
Dolci di Casa (Italian)
Ricette di Laura Ravaioli (Italian)
Questo l’ho fatto io (Italian)
Mercati d’Italia (Italian)
– Alice (Italian)
•
•
•
•
Sale pepe: quanto basta (Italian)
La gola in viaggio (Italian)
Mattia in viaggio (Italian)
Peccati di gola (Italian)
Cookery on DTT in November 2011
• TV channels brodacasting food programmes:
– Raiuno (analogue and digital)
• La Prova del cuoco (Italian)
– Rete 4 (analogue and digital)
• Ricette di famiglia (Italian)
– La 7
• I menù di Benedetta (Italian)
– Real time (digital)
•
•
•
•
–
–
–
–
–
Kitchen Nightmare ->Cucine da Incubo (voiced-over)
Torte da record (Italian)
Cucina con Ale (Italian)
The boss of cakes->Il boss delle torte (voiced-over)
La 7d (digital) Cuochi e Fiamme; I menù di Benedetta (Italian)
Cielo (digital) Hell’s Kitchen (voiced-over); Master Chef Italia (Italian)
ARTURO (satellite) Dolci e delizie (Italian)
ALICE (satellite)
Easy baby (satelite) Dolce o salato (Italian)
Cookery on Satellite TV in Oct-Nov. 2009
• Satellite TV
– Gambero Rosso Channel (owned by Sky)
•
•
•
•
•
•
•
•
•
Jamie’s Great Escape to Italy (subtitled)
Ainsley Barbecue (subtitled)
Jamie at Home -> (voiced-over)
Jamie’s Fifteen (subtitled)
Panino Amore mio (Italian)
Ricette di Laura Ravaioli (Italian)
SOS Simone (Italian)
Giogio and Tony (subtitled)
Jamie Ministry of Food (voiced-over)
Previous research
•
Audiovisual Translation
–
•
Audience Research
–
–
–
–
–
–
•
Baccolini, Bollettieri, Gavioli (eds) (1994); Baccolini, Bollettieri, Gavioli (eds.) (1996); Karamitoglu
(2000); Gambier 6 Gottlieb (eds.) (2001); Chaume (2004); Diaz Cintas (2004); Orero (ed.) (2004);
Bucaria and Chiaro (2007); Díaz-Cintas, Orero & Ramael (2007); Diaz Cintas (2008); Chiaro, Heiss &
Bucaria (eds.) (2008); Diaz Cintas (2009)Cronin (2009) Chairo (2010). O’-Hagan (2009)
Audiovisual translation
Chiaro (2000); Fuentes Luque (2001); Antonini, Bucaria, Senzani (2003); Chiaro (2003, 2004); Bucaria
& Chiaro (2007) Chiaro (ed.) (2010); Bucaria (2010) Rossato & Chiaro (2010)
Television studies
Morley (1974, 1980, 1986, 1992) the ethnographic audience: identification of audiences through
categories such as class, gender, age, ethnicity, region of residence, education,
Fiske (1987) television audience is to be understood in the plural, it is not an homogenous entity
Ang (1985, 1991, 1996)necessity of the ethnographic research
Clarke (2000) Napoli (2009) Contemporary shift to the active audience research
TV Cookery in Television and Media Studies
–
Hollows (2003a; 2003b); Collins (2009); Rossato (2012)
Food isn’t just food
• The production and consumption of food take place within an extensive
network of production processes and social links. Because the
consumption of food is such an everyday and repeated occurence, it is
heavily associated by all sorts of meanings and functions.(M. Korthals,
2004:17)
• Food isn’t just food. […] Food is crucial to how we see ourselves and
how we live. Recipes are a form of social history. How you eat says
more about culture than other, more highfalutin things. (N. Lawson in
Dolce, 2001)
• Food appears ‘as a matrix in which innumerable aspects of life and lived
reality come to intersect, including the mixing, congealing and dispersing
of a sense of national, cultural, and personal identity (B. Fischer,
1999: 26).
Early TV cookery in Italy
• Mario Soldati in: Viaggio nella Valle del Po alla
Ricerca dei Cibi Genuini (1957)
• http://www.youtube.com/watch?v=5pOHQxNFznk&feature=endscree
n&NR=1