Key words: media discourse, news texts, media translation, mass media language, medialinguistics, linguodidactics.
In the conditions of rapid development of technologies, various ways of communication and increasing role of information in life of the society informational genres in different types of media become of special importance. Currently they seriously compete with other forms of receiving and creation of information emerging thanks to new technologies.
Verbal communication is a key to progress of human society. Today all of us are mostly interested in information provided by media. It is difficult to imagine our lives without mass-media information.
Modern development of communication technology provides different television news programs in different languages to the population of Kazakhstan. Moreover, according to the cultural project of the trinity of languages of Kazakhstan, providing information to the media in three languages Kazakh, Russian and English. The President of Kazakhstan Nursultan Nazarbayev defining the role of Trinity of languages, said that Kazakhstan should develop the Trinity of languages policy. Knowledge of Russian language is a historic advantage of the Kazakh nation, assuring her entry into the world culture and to the world of science. Knowledge of English can open for every citizen of Kazakhstan a new possibilities of life.
Modern society tries to orient within the socio-political life of the republic and the world in common. For this reason, television news is the source of public information, which addresses the audience of the country. The demand for information is one of the main functions to cognize the world for any person at all times. At the moment, the media has such a huge impact on the society, consciousness and perception of people.
Consideration of linguostylistic and media features of concrete mass information sublanguages is basis of internal structure of the “media language” concept. Informational and news texts are main constituents of the media speech, which made it possible to transit studying of this area to new quality level — media translation which creates a systematic comprehensive approach to the translation of media language discourse.
The most important feature of television informational and news texts is an objective form of information reflecting aspiration to neutrality and depersonification. It is explained by lack of authorship of news texts, joint way of creation extended on behalf of group of people: editions, TV companies, news agency.
The basic role of news text is to inform audience on socially important incidents, events and facts occurring in the country and abroad, to report about various phenomena and their description.
News texts have a number of features determining their linguistic, stylistic and format peculiarities. The conducted research allows to define linguistic features of news texts determined by extra-linguistic factors: at the level of morphology and syntax news texts are characterized by significant amount of verbal phrases, passive verbal forms, passive participles, various impersonal tense constructions “there is”, continuous forms and also phrases of “adjective + noun” type where limiting, but not describing adjectives are often the first component [1].
Analyzing lexical components of news texts, one should note a high degree of ways of expression. Language of news is shown in use of special lexicon of various areas of knowledge, proper names, and abbreviations. As the analysis of materials shows, a key feature of news texts at the lexicological and phraseological level is high degree of cliché usage. Cliché connections make in average 20–30 % of total number of words. Indeed, news texts are very predictable in respect of use of linguistic means of media texts. Use of cultural specific items designating objects and phenomena characteristic for this culture is also one of distinctive features of news text.
Structure of news texts is carefully developed and extremely organized, which in combination with constant features at the linguistic level allows to consider these texts as global and cliched texts of mass information. The newspaper format which is understood as connection of particular external signs with constant features of content and style includes such external signs as number of pages, thematic rubrication, illustrations, concrete arrangement of material, used fonts, etc.
At the level of format, news texts are characterized by structuring by the principle of inverted pyramid which means that the most important information is written in first and upper sentences, in heading and subtitle. Then degree of informative saturation decreases. Besides, format structuring of news materials is written in accordance with the principle of maximal convenience to readers (“reader-friendly”). The majority of messages is presented also in short and complete form so that a reader can choose the most interesting news. A report of the most important messages in summarized form is put on the first page. News is distributed on main thematic headings (world news, sport news, business, etc). Length of news text should be within 200–500 words. An electronic news text does not exceed one-two screens and is supplied with hyperlinks to connected materials.
Cultural specific subject plays a significant role in a total amount of information as the category of cultural specificity, so important in cognitive aspect of studying of news texts, is implemented through it.
Thanks to high degree of repeatability each of media topics is characterized by existence of particular syntagmatic filling. This thematic stratification of language units is of huge interest, especially from the practical point of view.
The biggest difficulty is translation of emotional coloring that demands lexical changes. There is a wide range of words in a language that besides their logical meaning have emotional meanings or co-meaning [2].
Mass media language comprises all the texts created and delivered by Mass Media. Mass media language is the stable inner language system characterized by the specific linguastylistic features. Mass media language is considered as the unique sign system of combined character with the definite correlation of verbal and audio- visual components peculiar to press, radio, TV, Internet.
Media text as the basic unit of Mass media language is the complex multilevel system based on such main categories as being media, mass, integritiveness and openness [2]. Media text is strengthened with such stable system of parameters as the way of creating text (authorized-collegial) the format of creation (oral and written form) and means of delivering (print, radio, TV and the Internet), functional genre type of the text (news, comments, publicism, advertising), referring to the media topic. Media text is the verbal speech creation made by means of mass media which has the volume and multilevel structure. 4. TV information news coverage is structured in the following way: spiegel (brief news broadcast), main domestic events; main international events; sport news; weather forecast. Special characteristics of national television information news coverage in English: important official national news are prioritized; international news are given in a very brief form; analysts for discussing acute issues in live format are not involved; timing is 30 minutes.
TV news information texts are a type of texts targeted at the mass audience characterized by the combination of non-verbal, verbal and media units. One of the specific features of TV news information texts is that they are developed simultaneously at three levels: textual, sound and video. The news texts are neutral and depersonalized. The main aim of the news texts is to inform the audience about the most significant events and facts in the country and abroad, inform the phenomenon of the reality and their characteristics.
In the translation of news segments of TV channels “Kazakh TV” (“Caspionet”), “Euronews” such translation techniques as grammatical transformations and speech compression are dominated and they are very productive. Source and translated texts of TV channel “Kazakh TV” are adequate according to their content and structure alike the TV channel “Euronews”. The language services of TV channel “Euronews” create different language versions of the texts individually. A certain number of culturally marked words, geographic realia, proper names, reference to different sources of information which require the use of different translation techniques are met in the analyze texts.
Modeling process of translation is connected with the applied tasks and plays the main role in achieving adequate translation. The process of modeling translation of TV news information texts comprises interrelated aspects: cognitive, linguistic, translation and journalistic. In accordance with the developed complex model of TV news information texts translation the description of the translation is connected not only with the system of equivalency between two languages but also with the specification of realization of the system in the process of translation. Cognitive aspect includes the policy of broadcasting of the channels, background knowledge and the strategy of TV news information texts. Linguistic aspect comprises genre-stylistic peculiarities and methods of study of TV news information texts. Translation aspect includes translation models, translation strategies and techniques. Journalistic aspect consists of the knowledge on the structure of TV news information texts, terminology and techniques of synchronization [4].
Nowadays news or media text is one of the most urgent issues both of social linguistics and translation studies. Currently media or news text is one of the most urgent issues both of social linguistics and translation studies. Gaining pace more and more and playing greater role in lives of people, media text should be considered and studied properly. Norman Fairclough in his book Media Discourse states that “Medialinguistics united a wide range of studies related to this dynamic, growing field, as the language of the media” [5].
Despite the seeming simplicity, problems of media translation represent a big challenge for studying. As practice shows, they cannot be overcome only with learning of «suitable» language forms as without understanding of logic of use of these forms in a communication language culture communicants speaking a foreign language, estimating these forms from positions and in terms of their native language culture, most likely, do not use them correctly. As a rule, a key to understanding of foreign culture logic is not even a very detailed description of communicative behavior of foreign culture representatives, which is often subjective and usually stereotypic and ethnocentric as they are comments of an interpreter and carrier of another culture as this logic is defined by much bigger quantity of factors and conditions than it was defined by linguists and culturologists recently.
The discussed issues are also essential for the theory of discourse, the theory and practice of cross-cultural communication, and for teaching foreign languages in connection with a problem of scoping of necessary background knowledge at forming communicative and cultural competence at learning foreign languages and cultures. As modern researches show, cognitive and discourse models of the studied language culture do not develop in minds of bilinguals automatically. Models of mother culture form a structuring base for newly received information about foreign culture: at similarity of integrated signs the discourse events in native and foreign-language cultures these signs are perceived as classifying — new information is put on their basis in familiar cognitive space.
In the light of problems of communicative competence content and methods of its formation at learning a foreign language which are widely discussed today in linguodidactics, these facts demonstrate a special importance of pragmatic, linguistic, interactive and contextual knowledge in a cognitive fund of foreign-language communicants. Therefore, development of general background cultural information only (regional geography, studying of cultural specific items, etc.), even if it is very interesting and important, is insufficient for formation of skills of adequate use of a foreign language in a discourse — it requires development of special layer of communicatively relevant knowledge (understanding of interaction of social and pragmatic factors of communication, essence of a speech act and a speech event, principles of cooperative interaction and culturally significant parameters, and also conventional language strategy of achievement of communicative purposes), and both in native, and in foreign-language cultures.
All this is also relevant for the theory and practice of translation, and in connection with solution of a common problem of adequate translation, due to the necessity of formation of foreign-language discourse cognitive models correlating with models of native culture, and establishment of compliances between significant semantic, social, pragmatic and linguistic parameters of discourse interaction in both cultures.
Cognitive and pragmatic analysis of cross-cultural communication offers new prospects for further theoretical and practical studying of both traditional and new issues connected with researches of general principles and mechanisms of language activity, interaction of language and culture.
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