Abstract
The article is devoted to the study of lexico-semantic transformations used in translating English-language media discourse into Russian. The relevance of the research stems from the growing role of media texts in intercultural communication and the need for accurate and adequate transfer of information while considering sociocultural differences and stylistic norms of the target language. Media discourse, as a subject of translation, is characterized by a high degree of expressiveness, a rich use of culturally marked vocabulary, and a frequent presence of neologisms. These features demand that translators employ flexible and multi-level transformation strategies. The aim of this study is to identify and systematize the most productive lexico-semantic transformations applied in media translation practice. The methodological foundation of the work is based on principles of comparative analysis between source and translated texts, as well as key concepts from translation theory developed by Komissarov, Retzker, Barkhudarov, and other scholars. The empirical base includes authentic English-language media texts and their Russian translations, which were analyzed comparatively. The study reveals that the most frequently used transformations in media translation include calque, concretization, generalization, modulation, descriptive translation, and antonymic translation. Each of these techniques serves a specific pragmatic function – from preserving expressiveness to overcoming lexical and cultural barriers. The research also identifies patterns in the choice of transformation strategies depending on context, genre, and target audience. The novelty of the study lies in the generalization and systematization of practical translation techniques, taking into account the specificity of media discourse. The results obtained can be applied in both translation theory and practice, in the training of media translators, as well as in courses on intercultural communication and linguistic and cultural studies.
Keywords
Lexico-semantic transformations, media discourse, translation, calque, concretization, generalization, modulation, explication, antonymic translation, stylistic equivalence.