Działania perswazyjne w przekładzie tekstów medialnych
Persuasion in the translation of media texts

Author(s): Alicja Pstyga
Subject(s): Theoretical Linguistics, Applied Linguistics
Published by: Wydawnictwa Uniwersytetu Warszawskiego
Keywords: translation; media texts; persuasion; communicative equivalence of the texts
Summary/Abstract: Scholars define the world presented in the media as a combination of representation and creation which take place in a complex set of conditions including the preferences, needs and competences of the receiver. This sphere also includes translated texts. In the new communication space, a translated text has usually undergone significant changes, which means that the communicative equivalence of the original text and its translation is not always maintained. An important role in shaping the translated message is also played by techniques of persuasion as various components of the translated text may exhibit suggestive potential (see Gruszczyńska 2012). Using examples of media texts in Russian and their translations into Polish, the author demonstrates that possible deviations from the original textual reality are important from the point of view of the interpretation and competence of the receiver. Translations present a special type of texts because the receiver – usually not familiar with the original text –experiences an illusion of reading it (cf. Hejwowski 2006).

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