7.3 Chesterman's translation norms

Toury's concept of norms is focused mainly on their function as a descrip­tive category to identify translation patterns. However, as we noted in section 7.2.1, even such supposedly non-prescriptive norms attract approval or dis­approval within society. Likewise, Andrew Chesterman (1997: 68) states that all norms 'exert a prescriptive pressure'.

Chesterman himself (pp. 64-70) proposes another set of norms, covering the area of Toury's initial and operational norms (see figure 7.3 above). These are (1) product or expectancy norms and (2) process or professional norms: 1 Product or expectancy norms 'are established by the expectations of readers of a translation (of a given type) concerning what a translation (of this type) should be like' (p. 64). Factors governing these norms include the predominant translation tradition in the target culture, the discourse conventions of the similar TL genre, and economic and ideo­logical considerations. Chesterman makes two important points about these norms: (a) Expectancy norms allow evaluative judgements about translations

OTHER MODELS OF DESCRIPTIVE TRANSLATION STUDIES

since readers have a notion of what is an 'appropriate' or 'accept­ able' translation of the specific text variety and will approve of a translator who conforms to these expectations (p. 65). (b) Expectancy norms are sometimes 'validated by a norm-authority of some kind' (p. 66). For example, a teacher, literary critic and pub­ lisher's reader can confirm the prevalent norm by encouraging trans­ lations that conform with that norm. This may be, for instance, that a translation should meet TL criteria of readability and fluency (see chapter 9). Alternatively, a literary critic may criticize a translation that offends the norm, and this criticism may damage the reception | of that book amongst ordinary readers. Of course, as Chesterman

notes (p. 66), there may sometimes be a clash between the norm 'authorities' and society in general.

2 Professional norms 'regulate the translation process itself (p. 67). They are subordinate to and determined by expectancy norms. Chesterman proposes three kinds of professional norm:

1. The accountability norm (p. 68): This is an ethical norm, dealing with professional standards of integrity and thoroughness. The translator will accept responsibility for the work produced for the commissioner and reader.

2. The communication norm (p. 69): This is a social norm. The translator, the communication 'expert', works to ensure maxi­mum communication between the parties (compare Holz-Manttari's model of translational action in chapter 5).

3. The 'relation' norm (pp. 69-70): This is a linguistic norm which deals with the relation between ST and TT. Again, in terms similar to those discussed in chapter 5, Chesterman rejects narrow equiva­lence relations and sees the appropriate relation being judged by the translator 'according to text-type, the wishes of the commissioner, the intentions of the original writer, and the assumed needs of the prospective readers' (p. 69).

These professional norms are validated partly by norm authorities such as other professionals and professional bodies and partly by their very exist­ence (p. 70). They include new areas not covered by Toury, and therefore they may be useful in the overall description of the translation process and product.