SEMANTIC AND CULTURAL ISSUES IN TRANSLATING ENGLISH NEOLOGISMS IN MEDIA DISCOURSE

Аннотация

The rapid expansion of media discourse in the digital age has significantly contributed to the emergence of English neologisms, many of which carry complex semantic and cultural meanings. This study investigates the semantic and cultural challenges involved in translating English neologisms into other languages, with particular attention to media contexts. Using a qualitative analytical approach, the research examines how meaning shifts, cultural references, and pragmatic functions affect translation processes. The findings reveal that neologisms often contain implicit meanings, cultural connotations, and context-dependent interpretations that complicate direct translation. Strategies such as borrowing, semantic adaptation, and cultural substitution are frequently employed to overcome these challenges. However, each strategy involves trade-offs between accuracy and accessibility. The study highlights the importance of cultural competence and contextual awareness in translation and argues that effective rendering of neologisms requires more than linguistic equivalence. The results contribute to a deeper understanding of semantic and cultural dimensions in translation studies and offer practical insights for translators working with modern media texts.