ADEQUATE TRANSLATION OF MEDIA TEXTS IN THE ERA OF GLOBALIZATION AS A PROBLEM OF INTERCULTURAL COMMUNICATION

Abstract

The article is dedicated to a problem of the analysis of contemporary media discourse. With the growth of the world economic space in the age of globalization the issue of analyzing media texts has become one of the most important questions modern linguistics. The Internet being an integral part of our lives, e-mail, video-conferencing and other impressive technological breakthroughs allow a splendid opportunity to draw a link between people of different nationalities, cultures, traditions and make it possible to know more about each other. Sometimes there is no adequate perception of the information that is contained in the texts in foreign languages. The objective of the article is to study contexts, which demonstrate misunderstanding as a result of excessive influence of the languages on each other. Examples of such influence are widely found in contemporary advertising discourse and are caused by unjustified borrowings used by translators. On the one hand, the appearance of new words expands the vocabulary of the Russian speakers. On the other hand, unjustified frequent use of foreign terms to denote certain realia erases the authenticity of the translating language. The scientific novelty of this study lies in consideration of the extralinguistic component of communication in media texts in both languages. The analysis of practical materials reveals that background knowledge – mutual knowledge of the realia by both an addresser and an addressee – has a significant impact on the process of interpretation of the English-language media texts by the representatives of the Russian-speaking cultural and linguistic community. Examples of translation of the English media texts into Russian adduced in the paper show that ignorance of the realia which stand beyond a statement leads to a communicative failure in most cases. The practical value of the paper lies in the idea that observations and conclusions can be used in the further analysis of the media discourse and translation of media text into Russian with the purpose to eliminate the number of mistakes and inexactness.