Abstract
The article considers translation techniques for the adaptation of media article titles from English into Russian. The relevance of studying the media content is explained by the fact that these titles can be the only element available for readers or the first element that readers are likely to get acquainted with. Media article titles were selected randomly from the BBC media channel in 2022, about 100 titles. Translation strategies are normally divided into the dichotomy of preservation and transformation. The results show that the proper names were normally subject to transformation. The adaptation techniques in the analyzed material include specification, omission, selection of traditional equivalents in the target language, and generalization. The proper names embraced royal titles, governors, countries and regions, company titles, and ordinary citizens. Adaptation and omission were typically applied to royal titles, specification – to governors, job representatives, countries and company titles, while generalization – to the names of ordinary citizens.
Keywords
Specification, cultural adaptation, omission, generalization, transformation, meaning extension.