2.2 Options in the translation of media discourse

The analysis of the options about rendering media discourse texts allowed determining four basic types of lexical transformations applied: lexical, grammatical and lexical and grammatical transformation.

Discourse is a group of sentences which links one proposition to another one, and makes a coherent unit of the sentences. Media discourse refers to interactions that take place through a broadcast platform, whether spoken or written, in which the discourse is oriented to a non-present reader, listener or viewer [18, p. 45].

Discourse marker is a word or phrase that is relatively syntax-independent and does not change the truth conditional meaning of the sentence. For example: «Oh», «well», «now», «you know», and «I mean», and the connectives «so», «because», and, «but», and «or».

2.2.1 Lexical transformations in the translation of media discourse

Lexical transformations change the semantic core of a translated word. Lexісаl trаnsfоrmаtіоns desсrіbe fоrmаl аnd semаntіс relаtіоns. Thіs grоup соntаіns trаnslіterаtіоn, trаnsсrіptіоn, lоаn trаnslаtіоn аnd lexісо-semаntіс trаnsfоrmаtіоns suсh аs соnсretіzаtіоn, generаlіzаtіоn аnd mоdulаtіоn. Trаnslіterаtіоn іs representаtіоn оf the spellіng оf the fоreіgn wоrd wіth the target language letters [4, p. 340].

Wіth the help оf trаnslіterаtіоn іt іs usuаllу trаnslаted аbbrevіаted nаmes in the charts, social networks, etс. Trаnslіterаtіоn іs tуpісаl trаnsfоrmаtіоn fоr аbbrevіаtіng the phrases as a whole. А gооd exаmple of transliteration are AFAIK (as far as I know), BTV (by the way), FYI (for your information), etc.

E.g. IOW (англ. in other words) he is shocked by the flames

Іншими словами, він шокований листами з образами.

In this example the acronym IOW is substituted by the phrase іншими словами in the Ukrainian variant with the help of transliteration.

Trаnsсrіptіоn оf the оrіgіnаl fоrm, іt іs permіssіble іn саses where іt іs аbbrevіаted nаme оf the соmpаnу, sосіetу, соmpаnу, аnd sо оn іn TL. Sо, WWW (World Wide Web) іs trаnslаted іn Ukrаіnіаn аs Ворлд вайд веб, admin as адмін, etc.

E.g. My driver is absolutely renewed.

Мій новий драйвер як новенький

In this sentence the word driver is substituted by the lexeme драйвер in the Ukrainian variant with the help of transcription.

Lоаn trаnslаtіоn іs teсhnіque tо trаnsfer nоn-equіvаlent vосаbulаrу bу replасіng іts соmpоnent pаrts - mоrphemes оr wоrds (іn the саse оf stаble соmbіnаtіоns оf wоrds) theіr dіreсt lexісаl соrrespоndenсes іn the tаrget lаnguаge:

E.g. Your hard drive is full of unnecessary information.

Твій жорсткий диск заповнено непотрібною інформацією.

In this example the lexeme hard drive is substituted by the lexeme жорсткий диск with the help of loan translation.

E.g. In this question he is the superuser.

Стосовно цих питань — він супер юзер.

His sentence contains the lexeme superuser which is substitutes be the lexeme супер юзер. In the target language.

Generalization is a subset of a word with narrower meaning for target language units of a broader meaning. We provide such examples of using this type of transformation in the translation:

e.g. My brother sits on ICQ every day.

Мій брат сидить за компьютером кожен день.

In this example the lexeme ICQ is substituted by the lexeme сидить за компьютером because we can generalize the fact that he spent all his time not only in ICQ, but also surfing the internet in general.

Another example of using this type of transformation in the translation is the following:

e.g. I cannot upload a photo, probably because of some kind of glitch in the program.

Не можу завантажити фотографію, напевно, якийсь збій в програмі.

In this case the lexeme glitch (глюк (n.)) can be substituted by the lexeme with generalized meaning збій. It can be explained by the context of this sentence, or, from the technical point of view, not every brake in a computer are the results of glitch. Therefore, for this sentence to be more understandable by every person, the word glitch can be easily substituted by the lexeme збій without losing the main idea. Another example of generalization using the same lexeme is:

e.g. My computer is having glitches for some reason.

Якісь неполадки відбуваються з моїм комп`ютером.

This example demonstrates us another variant of substituting the lexeme glitch in Source Language by the more stricken one in the target language lexeme неполадки.

Generalization or substituting words of a narrower meaning with those of a wider meaning: 

e.g. People don’t like to be trolled.

Людям не подобається коли їх тролять.

In this example, the lexeme of Source language trolled is subdivided by the lexeme тролять in the Target Language. We did it because the lexeme trolled has very colloquial meaning and it cannot be un understandable in every group of people or situation at all. That is why this type of transformation is used in this example.

 If we compare the semantic structure of the English and Ukrainian verbs, we can see that the English trolle specifies the action of jeering expressed by the Ukrainian verb. The Ukrainian тролити can imply monkeying, sneering, jesting, etc. The specific meaning in the Ukrainian sentence can be expressed by the adverb уважно. Another reason for generalization in translating can be that the particular meaning expressed by the source language word might be irrelevant for the translation receptor: 

e.g. She was ego surfing when she came home.

Коли вона прийшла додому, вона почала шукати його в інтернеті.

In this example, the lexeme ego surfing is a sort searching for any person or someone’s identity in the Internet but for the receptor this information is not important; therefore, the translator can generalize. 

e.g.   She use her blog for posting photos.

Вона використовую свою сторінку задля постів з фото.

The lexeme blog in substituted in Ukrainian language by the lexeme сторінка To generalize the meaning of the word blog. It makes it more understandable for people who nit involving in the blogging sphere.

E.g.  I packed my two HDD (hard disk drive).

Я зпакував два свої накопичувачі.

In this variant of translation we do not give the special definition to the lexeme HDD, we just generalize this meaning during the translation − накопичувачі.

E.g.  I saw a man who has been an admin in their company.

Я бачив хлопця, який працював головним у їх команії.

In this example we do not give the exact information about the post occupied by the man. The phrase admin is generalized and turned to головний у їх команії.

Descriptive translation most cases is the replacement of an equivalent lacking word or phrase of the source language text for its description employing the language units familiar to the target language speaker.

E.g. Goddamn! It is the meatspace!

Господи! Це фізичций світ, а не віртуальний!

In this stricken example, we follow the several transformations. The firstis in the very beginning of the sentence in the Source language the lexeme Goddamn transforms into Господи in the target sentence. It can be explained by the special context and the communicative situation. The second one deals with the word meatspace (анг. term used by young Internet users to refer to the physical world, as opposed to virtual (cyberspace). We transmit it to the Target Language through the phrase фізичций світ, а не віртуальний.

Descriptive translation does not always involve equivalent lacking words sometimes it may be done for sociologic reasons as in the following:

e.g. Edward is surprised by the up time.

Эдвард здивований швидкістю завантаження системного блоку.

In this example the lexeme up time is substituted by the lexeme швидкість завантаження системного блоку in the Target Language during the translation. We can explain such case of translation as the result of the sifting the situation at all and transmitting it to the reader.