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Wann immer man einen Kunsthistoriker oder eine Bildwissenschaftlerin bei ihrer konkreten Arbeit im Bereich der Bilder und des Visuellen mit der Frage unterbricht, was denn der Iconic Turn eigentlich sei, bekommt man leicht folgende Antworten: Man wisse es nicht, vielleicht gebe es auch gar keine Antwort auf diese Frage. Vielleicht stoße der Iconic Turn sogar eher Fragen an – Fragen angesichts einer immer mehr von Bildern und Bildtechnologien beherrschten Welt. Zum Beispiel die Ausgangsfrage: "Was ist ein Bild?" (Boehm 1994) Und doch scheint es – etwa unter Philosophen – manch einen zu geben, der sich hier eine Antwort zutraut: "Der iconic turn will […] in der alten Gigantomachie das Obere zuunterst stürzen und die Herrschaft des logos durch die der Bilder ersetzen" (Brandt 2008).
It is no longer possible to ignore how crucial the processes of cultural translation and their analysis have become, whether for cultural contact or interreligious relations and conflicts, for integration strategies in multicultural societies, or for the exploration of productive interfaces between humanities and the natural sciences. The globalization of world society, in particular, demands increased attention to mediation processes and problems of transfer, in terms both of the circulation of global representations and "travelling concepts" and of the interactions that make up cultural encounters. Here, translation becomes, on the one hand, a condition for global relations of exchange ("global translatability"), and on the other, a medium especially liable to reveal cultural differences, power imbalances and scope for action. An explicit focus on translation processes something increasingly prevalent across the humanities may thus enable us to scrutinize more closely current and historical situations of cultural encounter as complex processes of cultural translation. Translation is opened up to a transnational cultural practice that in no way remains restricted to binary relationships between national languages, national literatures or national cultures.
Investigations of current and historical human rights discourses gain new perspectives when viewed as a problem of translation: by examining non-European transformations/displacements/revisions of the universal principles of the UN Declaration (1948), critical implementations of these principles in local practices and – almost more importantly – re-translations of these local transformations into new declarations of human rights principles. The article discusses the complex conditions under which the universal claim of a western human rights discourse could be challenged by considering translational activities which attempt to identify new, but common reference points for a transcultural human rights discourse.