ABSTRACT
In translation studies, the debate about multimodality is characterised by a variety of heterogeneous terminologies that ultimately all reflect a monomodal conception of the discipline. The first aim of this chapter is to lay the foundations for a systematic multimodal approach to translation. As a first step, the innovative potential of the concept of multimodality is critically analysed against the background of the research tradition in semiotics. As a second step, the theoretical, textual, and taxonomical needs and consequences of a multimodal understanding of translation are discussed. In order to develop a multimodal understanding of translation, it must be recognised that modes are intimately intertwined with medium and genre. As a last step, the interrelations among these three concepts are highlighted, drawing on examples from popular music translation. The chapter then explores how the process of transfer can contribute to a better understanding of the functional specificity of modes, media, and genres in translation studies.
