The author claims that the subject ‘translation’ itself, its theoretical reflection in Translation Studies and its methodologies have to become more multimedia. If translation theory aims to maintain and enhance its position in the field of communication, it has to pay more attention to other than the verbal code. In the article the author presents different examples where modifications of other than the linguistic code are current practice. Transformation processes that are primarily but not exclusively visual are focussed on. The author discusses dubbing, different versions of films and television genres, commercials, remakes and 'morphing'. She draws further implications about which terms need to be redefined.