Globalising and localising translation strategies from rhetorical perspective: Rendering English headlines into Ukrainian

The paper develops an idea of globalising and localising strategies of media text translation in the framework of the rhetorical canons of invention, concerning selection of arguments; disposition, dealing with their arrangement; elocution, aimed at the choice of linguistic units; performance, under...

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Main Author: Potapenko Serhiy
Format: Article
Language:English
Published: EDP Sciences 2021-01-01
Series:SHS Web of Conferences
Online Access:https://www.shs-conferences.org/articles/shsconf/pdf/2021/16/shsconf_tita2020_02001.pdf
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spelling doaj-27252cf013b34cefa4ef883e431ab9d62021-05-28T14:55:18ZengEDP SciencesSHS Web of Conferences2261-24242021-01-011050200110.1051/shsconf/202110502001shsconf_tita2020_02001Globalising and localising translation strategies from rhetorical perspective: Rendering English headlines into UkrainianPotapenko Serhiy0English Philology, Translation and Philosophy of Language Department named after O.M. Morokhovsky, Kyiv National Linguistic UniversityThe paper develops an idea of globalising and localising strategies of media text translation in the framework of the rhetorical canons of invention, concerning selection of arguments; disposition, dealing with their arrangement; elocution, aimed at the choice of linguistic units; performance, underlying the formation of different kinds of discourse. The globalising strategy of translation renders the international content into the target language with minor changes in disposition or elocution while the localising strategy adjusts the global content to the worldview of the local readership changing text organisation at particular rhetorical levels. The article discusses the application of the globalising and localising strategies to the translation of the BBC’s English online headlines into Ukrainian with respect to their three structural positions: attracting attention by foregrounded units, keeping it by predicative groups, nudging the reader towards the text body in the final position. It is found that Ukrainian translations of English headlines intensify the globalising strategy extending the nudging utterances which compel the reader to turn to the text while the localising strategy is implemented by the techniques of specification or perspectivation altering the disposition of the original headline by foregrounding references to the entities important for the local audience.https://www.shs-conferences.org/articles/shsconf/pdf/2021/16/shsconf_tita2020_02001.pdf
collection DOAJ
language English
format Article
sources DOAJ
author Potapenko Serhiy
spellingShingle Potapenko Serhiy
Globalising and localising translation strategies from rhetorical perspective: Rendering English headlines into Ukrainian
SHS Web of Conferences
author_facet Potapenko Serhiy
author_sort Potapenko Serhiy
title Globalising and localising translation strategies from rhetorical perspective: Rendering English headlines into Ukrainian
title_short Globalising and localising translation strategies from rhetorical perspective: Rendering English headlines into Ukrainian
title_full Globalising and localising translation strategies from rhetorical perspective: Rendering English headlines into Ukrainian
title_fullStr Globalising and localising translation strategies from rhetorical perspective: Rendering English headlines into Ukrainian
title_full_unstemmed Globalising and localising translation strategies from rhetorical perspective: Rendering English headlines into Ukrainian
title_sort globalising and localising translation strategies from rhetorical perspective: rendering english headlines into ukrainian
publisher EDP Sciences
series SHS Web of Conferences
issn 2261-2424
publishDate 2021-01-01
description The paper develops an idea of globalising and localising strategies of media text translation in the framework of the rhetorical canons of invention, concerning selection of arguments; disposition, dealing with their arrangement; elocution, aimed at the choice of linguistic units; performance, underlying the formation of different kinds of discourse. The globalising strategy of translation renders the international content into the target language with minor changes in disposition or elocution while the localising strategy adjusts the global content to the worldview of the local readership changing text organisation at particular rhetorical levels. The article discusses the application of the globalising and localising strategies to the translation of the BBC’s English online headlines into Ukrainian with respect to their three structural positions: attracting attention by foregrounded units, keeping it by predicative groups, nudging the reader towards the text body in the final position. It is found that Ukrainian translations of English headlines intensify the globalising strategy extending the nudging utterances which compel the reader to turn to the text while the localising strategy is implemented by the techniques of specification or perspectivation altering the disposition of the original headline by foregrounding references to the entities important for the local audience.
url https://www.shs-conferences.org/articles/shsconf/pdf/2021/16/shsconf_tita2020_02001.pdf
work_keys_str_mv AT potapenkoserhiy globalisingandlocalisingtranslationstrategiesfromrhetoricalperspectiverenderingenglishheadlinesintoukrainian
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