ABSTRACT
Due to its specific nature, this frame of reference has been anticipated and already partly considered during the discussion of sociocultural and organizational frames. So here I will simply fine-tune the perspective somewhat in order to focus on several additional topics of significance for some important modern developments in Bible translation. I have adopted a sociolinguistic approach – that is, a point of view that stresses the study of human speech as a dynamic instance of communicative action in particular social situations (Wendland 2006b:4-5). Of course, written discourse is also included, as are the varied representations of Scripture via other media, such as video, radio, movies, music and song, comic books, computer programs, traditional drama productions, and even public oration (an ancient rhetorical art-form that is being revived in some contemporary circles). In fact, one of the main features of the overall communication setting that characterizes Bible translation and production nowadays is the diversity of modes of transmission that are being accessed.
