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Using translation to illustrate and justify some of the changes we are facing today, I will follow a three-step move:What are the biases towards purely technological in­terpretations of the "medium"? Technology is chang­ing our perception of time and space; in particular, the power of instant seems to override any other feelings of long-term perspective and continuity.Crowd is also changing, from the lonely crowd to the crowdsourcing: it takes nowadays the public sphere in different ways. This metamorphosis can be traced in translation: for a long time, translation has been denied as a need, an effort, a profession, a discipline. Today, because of the new work environment, trans­lation becomes a desire, more easily accessible and practised by non-professionals. The evolution is technical, economic and social. It is also textual.An historical overview sheds light on the impact of media technology in translation. In fact, certain con­cepts are under the influence of the materiality of the work. Among those concepts, "text" draws our atten­tion: it has often been characterised by only linguistic features; today, it intertwines quite a number of dif­ferent types of signs. The multimodal text challen-ges certain current concepts of Translation Studie

An obsession: .com Between the rocky shores of myth and the new balance of powers