[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-149930-en":3,"doc-seo-149930-105":30,"detail-sidebar-cat-0-en-105":92},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":20,"is_deleted":4,"is_public":20,"is_downloadable":20,"audit_status":20,"page_count":21,"language":22,"language_code":23,"site_id":24,"html_lang":23,"table_of_contents":25,"faqs":26,"seo_title":27,"seo_description":14,"update_tm":28,"read_time":29},149930,2336475104957,"นรินทร์","https://ap-avatar.wpscdn.com/avatar/22000c4c6bd8a5076e1?x-image-process=image/resize,m_fixed,w_180,h_180&k=1787554080175789136",8,"Research & Report","The “Second” Bride - The Retranslation of Romance Novels","This article advances retranslation debates in Translation Studies through a Taiwan-based case study on popular romance novels. While retranslation research often centers on classic “highbrow” works, popular fiction remains comparatively underexplored. Using paratextual analysis of publishing practices and marketing strategies, the study explains why romances commonly dismissed as cheap or disposable are retranslated and how consumers develop purchase motivation. Results indicate bestseller retranslations function as low-cost, low-risk investments, promoted as “classics,” framed as more faithful, and supported by shifting consumption from renting to buying.","Heriot-Watt University Research Gateway  \nThe “Second” Bride: The Retranslation of Romance Novels  \nCitation for published version:  \nLee, Z-Y & Liao, M-H 2018, 'The “Second” Bride: The Retranslation of Romance Novels', Babel, vol. 64, no.  \n2, pp. 186-204. [https://doi.org/10.1075/babel.00030.lee](https://doi.org/10.1075/babel.00030.lee)  \nDigital Object Identifier (DOI):  \n10.1075/babel.00030.lee  \nLink:  \nLink to publication record in Heriot-Watt Research Portal  \nDocument Version:  \nPeer reviewed version  \nPublished In:  \nBabel  \nPublisher Rights Statement:  \n© John Benjamins Publishing Co. This is the accepted version of an article published in Babel. The publisher should be contacted for permission to re-use or reprint the material in any form.  \nGeneral rights  \nCopyright for the publications made accessible via Heriot-Watt Research Portal is retained by the author(s) and / or other copyright owners and it is a condition of accessing these publications that users recognise and abide by the legal requirements associated with these rights.  \nTake down policy  \nHeriot-Watt University has made every reasonable effort to ensure that the content in Heriot-Watt Research Portal complies with UK legislation. If you believe that the public display of this file breaches copyright please [contact open.access@hw.ac.uk](contact open.access@hw.ac.uk) providing details, and we will remove access to the work immediately and investigate your claim.  \nDownload date: 26. Aug. 2026  \nThe “Second”Bride: The Retranslation of Romance Novels  \nAUTHORS  \nZi-ying Lee  \nWenzao Ursuline University of Languages [lorrine@mail.wzu.edu.tw](lorrine@mail.wzu.edu.tw)  \nMin-Hsiu Liao  \nHeriot-Watt University  \n[m.liao@hw.ac.uk](m.liao@hw.ac.uk)  \nABSTRACT  \nThis article contributes to the discussion of retranslation in Translation Studies, with a case study on the retranslation of romance novels in Taiwan. Although retranslation has received some attention from translation researchers, most of the existing studies are based on examples of classic literature. In contrast, popular fictions such as the romance novel remain relatively under-researched. In this paper, paratextual analysis is applied to the publishing environment and marketing strategies of romance novels, in order to explain why works of this genre—which are usually regarded as cheap  \nand ‘throwaway’ —are re-translated, and how consumers are motivated to purchase such products. Our findings suggest that the retranslation of best-selling romantic novels is a low-cost and low-risk investment for the publishers involved. Such retranslations are promoted through three channels: via the branding of theretranslation as a ‘classic’; by persuading readers to believe that the retranslated version is more faithful to the original, and thus superior, and by introducing a different mode of consumption – a shift away from renting and towards the purchase of novels. We argue that for commercially-driven retranslations, market factors, rather than the inherent features of the texts concerned, provide a clearer explanation for the phenomenon of retranslation.  \nKEYWORDS: retranslation, romance novels, paratexts  \nRésumé  \nDans le cadre des Etudes de Traduction, cet article désire apporter sa contribution audébat portant sur la retraduction en examinant le cas des romans romanesques populaires sur le marché de l'Edition à Taiwan. Bien que les chercheurs dans le domaine de la Traduction lui aient porté quelque attention, la plupart des études ont  \nsurtout été consacrées à la retraduction de la littérature classique, alors qu'on s'est peupréoccupé de la fiction populaire. Notre analyse paratextuelle examine le marché del'édition du roman et ses stratégies de marketing pour expliquer les raisons des éditeurs de retraduire et publier des romans romanesques-un genre généralement considéré comme bon marché et sans valeur de collection-et comment le consommateur est motivé pour acheter ce produit. Les résultats (de ","cbCaiagdtvVIBMnf","https://ap.wps.com/l/cbCaiagdtvVIBMnf","pdf",445909,1,38,"English","en",105,"# The Phenomenon of Retranslation\n## Retranslation research focus and existing gaps\n## Popular romance novels as an under-researched case","[{\"question\":\"What does the article examine about retranslation?\",\"answer\":\"It examines why popular romance novels in Taiwan are retranslated and how marketing and publishing contexts shape consumer purchasing motivations.\"},{\"question\":\"How does the study differ from prior research?\",\"answer\":\"It moves beyond the dominant focus on classic “highbrow” literature by applying analysis to popular fiction, specifically romance novels.\"},{\"question\":\"What promotional strategies support retranslating romance novels according to the findings?\",\"answer\":\"Promotions operate through branding retranslations as “classics,” persuading readers that the new versions are more faithful and superior, and encouraging a shift from renting to purchasing.\"}]","The “Second” Bride - The Retranslation of Romance Novels | PDF",1787810419,96,{"code":4,"msg":31,"data":32},"ok",{"site_id":24,"language":23,"slug":33,"title":13,"keywords":34,"description":14,"schema_data":35,"social_meta":87,"head_meta":89,"extra_data":91,"updated_unix":28},"the-second-bride-the-retranslation-of-romance-novels","",{"@graph":36,"@context":86},[37,54,69],{"@type":38,"itemListElement":39},"BreadcrumbList",[40,44,48,51],{"item":41,"name":42,"@type":43,"position":20},"https://docshare.wps.com","Home","ListItem",{"item":45,"name":46,"@type":43,"position":47},"https://docshare.wps.com/document/","Document",2,{"item":49,"name":12,"@type":43,"position":50},"https://docshare.wps.com/document/research-report/",3,{"item":52,"name":13,"@type":43,"position":53},"https://docshare.wps.com/document/the-second-bride-the-retranslation-of-romance-novels/149930/",4,{"url":52,"name":13,"@type":55,"author":56,"headline":13,"publisher":58,"fileFormat":61,"inLanguage":23,"description":14,"dateModified":62,"datePublished":63,"encodingFormat":61,"isAccessibleForFree":64,"interactionStatistic":65},"DigitalDocument",{"name":9,"@type":57},"Person",{"url":41,"name":59,"@type":60},"DocShare","Organization","application/pdf","2026-09-04","2026-08-27",true,{"@type":66,"interactionType":67,"userInteractionCount":20},"InteractionCounter",{"@type":68},"ViewAction",{"@type":70,"mainEntity":71},"FAQPage",[72,78,82],{"name":73,"@type":74,"acceptedAnswer":75},"What does the article examine about retranslation?","Question",{"text":76,"@type":77},"It examines why popular romance novels in Taiwan are retranslated and how marketing and publishing contexts shape consumer purchasing motivations.","Answer",{"name":79,"@type":74,"acceptedAnswer":80},"How does the study differ from prior research?",{"text":81,"@type":77},"It moves beyond the dominant focus on classic “highbrow” literature by applying analysis to popular fiction, specifically romance novels.",{"name":83,"@type":74,"acceptedAnswer":84},"What promotional strategies support retranslating romance novels according to the findings?",{"text":85,"@type":77},"Promotions operate through branding retranslations as “classics,” persuading readers that the new versions are more faithful and superior, and encouraging a shift from renting to purchasing.","https://schema.org",{"og:url":52,"og:type":88,"og:title":13,"og:site_name":59,"og:description":14},"article",{"robots":90,"canonical":52},"index,follow",{"doc_id":7,"site_id":24},{"code":4,"msg":5,"data":93},[94,98,102,106,111,116,121,124,129,132,136],{"id":20,"doc_module":4,"doc_module_name":46,"category_name":95,"show_sort_weight":96,"slug":97},"Story & Novel",90,"story-novel",{"id":47,"doc_module":4,"doc_module_name":46,"category_name":99,"show_sort_weight":100,"slug":101},"Literature",80,"literature",{"id":53,"doc_module":4,"doc_module_name":46,"category_name":103,"show_sort_weight":104,"slug":105},"Exam",70,"exam",{"id":107,"doc_module":4,"doc_module_name":46,"category_name":108,"show_sort_weight":109,"slug":110},5,"Comic",60,"comic",{"id":112,"doc_module":4,"doc_module_name":46,"category_name":113,"show_sort_weight":114,"slug":115},6,"Technology",50,"technology",{"id":117,"doc_module":4,"doc_module_name":46,"category_name":118,"show_sort_weight":119,"slug":120},7,"Healthcare",40,"healthcare",{"id":11,"doc_module":4,"doc_module_name":46,"category_name":12,"show_sort_weight":122,"slug":123},30,"research-report",{"id":125,"doc_module":4,"doc_module_name":46,"category_name":126,"show_sort_weight":127,"slug":128},9,"Religion & Spirituality",20,"religion-spirituality",{"id":127,"doc_module":4,"doc_module_name":46,"category_name":130,"show_sort_weight":127,"slug":131},"World Cup","world-cup",{"id":133,"doc_module":4,"doc_module_name":46,"category_name":134,"show_sort_weight":133,"slug":135},10,"Lifestyle","lifestyle",{"id":137,"doc_module":4,"doc_module_name":46,"category_name":138,"show_sort_weight":107,"slug":139},19,"General","general"]