The dissertation examines how the Swedish cultural code, contained in books by Astrid Lindgren, was transferred into the Polish linguistic and cultural domain. The research reveals how the Polish cultural filter affected the image of Swedish reality in the translations. The analysis took into account the transfer of both verbal and visual aspects of the cultural elements. A smooth transfer was achieved in the following sphere: changes in the linguistic code between interlocutors from different social strata; the way in which people from the privileged classes were addressed; the transfer of the verbal folklore of children. The folklore of Swedish and Polish children was shown to be more or less congruent, which may indicate the existence of a universal, transnational children’s code. The reconstruction of intertextual references was achieved in relation to the Bible. References to world literature succeeded in crossing the cultural border only partially. The complexity of the cultural code of the original led to an exoticization of the translated text. The colloquial language and dialect of the original, reflecting the structure of Swedish society failed to find its way into the translations. Emotionality in the form of expression, typical of Polish culture, caused the translations to be characterized by the use of diminutives. The emphasis on the emotional element is also visible in the enormous diversification of the verba dicendi in the translations, which also makes the text more expressive. The linguistic and stylistic conventions of the target language (i.e. Polish) caused the translations to depart from Lindgren’s simple and repetitive style. The addition of footnotes in the translations demonstrates the strong didactic tendencies in literature for children in Polish culture. They did not enrich the text of the translation, however, with any new information. The transfer of the visual element in the first translations was characterized by polonization and folkoricization. Scenes that show children at work and portray village life were subjected to a form of purification, so that the small-town milieu—in contrast to the village—was shown to advantage through its visualization. The typical rural buildings and the costumes of their inmates were transmitted via a strategy of folkloricization: by drawing on the relatively well-regarded peasant culture of the Podhale region of Poland.

El objetivo de la presente investigación es analizar la apropiación de elementos identitarios en la construcción de los códigos visuales de la marca destino Arequipa. Se parte de la hipótesis que esta marca se apropió de elementos identitarios locales para construir códigos visuales alusivos a la cultura y geografía, que se plasman de manera sintetizada gráficamente en el logotipo. Esta investigación se centró en el análisis visual de las piezas gráficas y los elementos de identidad visual que en conjunto componen a la marca destino Arequipa. Asimismo, los resultados que se obtuvieron a través del análisis descriptivo se complementaron con entrevistas a informantes clave. Entre los principales resultados se identificó que la apelación a elementos identitarios para representar la cultura y los atributos de un territorio es fundamental para construir el discurso de marca. Por otro lado, se encontró que el papel de la síntesis de los códigos visuales que representan elementos identitarios de un territorio permite captar el interés del público objetivo y expresar las particularidades del territorio. Se concluyó que la marca destino Arequipa realiza una apropiación de elementos identitarios a través de la apelación de los mismos para expresar las particularidades y atributos de la región a través de su marca. Además, se mostró que el proceso que pasa un elemento identitario para convertirse en un código visual es a través de la reinterpretación de su significado para que este último sea plasmado a nivel de síntesis visual. / The objective of this research is to analyze the appropriation of identity elements in the construction of the visual codes of the destination brand Arequipa. It is based on the hypothesis that this brand appropriated local identity elements to build visual codes allusive to culture and geography, which are graphically synthesized in the logo. This research focused on the visual analysis of the graphic pieces and the elements of visual identity that together make up the Arequipa destination brand. Likewise, the results obtained through the descriptive analysis were complemented with interviews with key informants. Among the main results, it was identified that the appeal to identity elements to represent the culture and attributes of a territory is essential to build the brand discourse. On the other hand, it was found that the role of the synthesis of visual codes that represent identity elements of a territory is fundamental to capture the interest of the target audience and express the particularities of the territory. It was concluded that the Arequipa destination brand appropriates identity elements through their appeal to express the particularities and attributes of the region through its brand. In addition, it was shown that the process that an identity element goes through to become a visual code is through the reinterpretation of its meaning so that the latter is reflected at the level of visual synthesis. / Trabajo de investigación

Ce mémoire propose d’étudier les représentations de la masculinité dans les vidéoclips de musique populaire. Il consiste plus précisément en une analyse textuelle de vidéoclips suivant l’approche sémiologique. La représentation y est entendue comme un processus d’attribution de sens, agissant dans la construction sociale de la masculinité. Selon une méthode qualitative, il est premièrement question de cerner et, ultérieurement, explorer les principaux schémas de la masculinité dans un corpus de 29 vidéoclips sélectionné auprès de la chaîne québécoise Musique Plus. L’observation des codes visuels est centrale à cette entreprise, l’articulation de ces derniers permettant la prolifération d’expressions du genre masculin. Partant du point de vue que des attributs, notamment la force et l’invulnérabilité, apparaissent comme typiquement masculins au sein de certaines représentations, il sera question de confronter cette idée aux trois scénarios majeurs ayant émané du corpus ; l’homme-enfant, l’introspectif et le meneur, indiquant tous trois la récente montée des représentations d’une masculinité vulnérable en musique populaire. Les constats qui résulteront de cette exploration seront finalement recadrés dans l’actuel cadre social, où le masculin et le féminin sont de moins en moins enclos dans les moules traditionnels et tendent à se redéfinir sur une nouvelle matrice. / The following study pursues an analysis of the various images of masculinity represented in popular culture, or more specifically music videos. It consists more precisely of a textual analysis of music videos according to the semiological approach. It is understood that such representations undergo a process of sensory attribution, serving to build the image of masculinity in society. Qualitatively, the method of analysis will first treat, and later explore, the main forms related to masculinity from a body of 29 music videos broadcast by the Québec entertainment station Musique Plus. The observation of visual codes is imperative to this undertaking as the codes provide the means by which various expressions of the masculine type might proliferate. Beginning with the premise that certain attributes, namely force and invulnerability, are typically masculine according to certain representations, we can further the analysis by comparing it to three main scenarios (the homme-enfant, the introspectif and the meneur) resulting from the video evidence under study. In the final analysis, I shall demonstrate how the findings rest within our current social frame where notions of masculine and feminine image tend to submit less and less to traditional models and are redefined in a new matrix.

Ce mémoire propose d’étudier les représentations de la masculinité dans les vidéoclips de musique populaire. Il consiste plus précisément en une analyse textuelle de vidéoclips suivant l’approche sémiologique. La représentation y est entendue comme un processus d’attribution de sens, agissant dans la construction sociale de la masculinité. Selon une méthode qualitative, il est premièrement question de cerner et, ultérieurement, explorer les principaux schémas de la masculinité dans un corpus de 29 vidéoclips sélectionné auprès de la chaîne québécoise Musique Plus. L’observation des codes visuels est centrale à cette entreprise, l’articulation de ces derniers permettant la prolifération d’expressions du genre masculin. Partant du point de vue que des attributs, notamment la force et l’invulnérabilité, apparaissent comme typiquement masculins au sein de certaines représentations, il sera question de confronter cette idée aux trois scénarios majeurs ayant émané du corpus ; l’homme-enfant, l’introspectif et le meneur, indiquant tous trois la récente montée des représentations d’une masculinité vulnérable en musique populaire. Les constats qui résulteront de cette exploration seront finalement recadrés dans l’actuel cadre social, où le masculin et le féminin sont de moins en moins enclos dans les moules traditionnels et tendent à se redéfinir sur une nouvelle matrice. / The following study pursues an analysis of the various images of masculinity represented in popular culture, or more specifically music videos. It consists more precisely of a textual analysis of music videos according to the semiological approach. It is understood that such representations undergo a process of sensory attribution, serving to build the image of masculinity in society. Qualitatively, the method of analysis will first treat, and later explore, the main forms related to masculinity from a body of 29 music videos broadcast by the Québec entertainment station Musique Plus. The observation of visual codes is imperative to this undertaking as the codes provide the means by which various expressions of the masculine type might proliferate. Beginning with the premise that certain attributes, namely force and invulnerability, are typically masculine according to certain representations, we can further the analysis by comparing it to three main scenarios (the homme-enfant, the introspectif and the meneur) resulting from the video evidence under study. In the final analysis, I shall demonstrate how the findings rest within our current social frame where notions of masculine and feminine image tend to submit less and less to traditional models and are redefined in a new matrix.