Featured Cultural Translation as an Act of Aesthetic Communication: Standardizing Japanese Terms for Global Viewership

Paper Presentation in a Themed Session
Salomón Doncel Moriano Urbano  

The global distribution of Japanese anime and manga franchises brings into sharp focus the communicative dimension of translation which here becomes an act of cultural negotiation — one that shapes how global audiences access, interpret, and even internalize specific worldviews. As Japanese terms, expressions, and cultural logics are carried across borders, translation becomes an essential mode of intercultural communication, one with the power to either flatten or amplify cultural specificity and aesthetics. This paper explores the evolving practice of terminological standardization in the translation of Japanese media content, particularly in light of its global viewership and participatory fandoms. The shift toward Japanese term standardization is both linguistic and ideological, shaped by changing perceptions of audience competence and authenticity. It also reflects on the broader implications of these translation choices: What happens when Japanese words are absorbed into global fan discourse without mediation? Are we empowering cultural literacy or reinforcing subcultural gatekeeping? And how do such terms evolve in meaning as they circulate beyond their original context? This paper proposes a more nuanced model of global media translation. Rather than viewing standardization as a purely technical necessity, I argue that it can be a space of dialogue: between cultures, between fans and professionals, and between tradition and innovation.