TRANSLATION OF MEDIA TEXTS: A POLYPARADIGMATIC APPROACH TO SPEECH MANIPULATION

Abstract

The article investigates the peculiarities of translating media texts, applying a polyparadigmatic approach to language manipulation. Media discourse is examined as a complex and multidimensional phenomenon that combines both the text itself and the broader communicative context. This context is shaped by various mental, social, and cultural factors that influence both the creation and reception of the text. In this study, the mechanisms of speech manipulation are explored, focusing on their realization at different levels of the language: lexical, syntactic, and pragmatic. Key techniques of manipulation, such as changing transitivity, the usage of active and passive voice, altering word order, and adapting idiomatic expressions and metaphors, are identified as pivotal strategies for achieving the desired manipulative effect in translation. A particular emphasis is placed on the pragmatic aspects of translating media texts, including the need to adapt content to meet the cultural expectations of the target audience. The challenge of maintaining the manipulative impact of a text when translating it from English into Ukrainian is examined, highlighting the delicate balance between the linguistic accuracy and preserving the persuasive power embedded in the original. The article also addresses the practical concerns of transmitting manipulative elements across languages and cultures, offering translators effective strategies for conveying these elements faithfully. The findings of the research hold significant theoretical and practical value. They contribute to the development of translation methodologies and the enhancement of translation pedagogy, particularly in the realm of media communications. Additionally, the results offer practical insights for professional translators working in the fields of journalism, advertising, and media localization. By exploring the mechanisms of manipulative language in media discourse, the article provides a deeper understanding of how translation can reflect and transform the persuasive intentions of the source text. Ultimately, the study aims to improve translation practices, fostering cultural sensitivity and linguistic precision in the professional field.