INTERSEMIOTIC TRANSLATION OF VISUAL SYMBOLS IN ENGLISH AND UZBEK MEDIA DISCOURSE

Аннотация:

This paper investigates the phenomenon of intersemiotic translation—the process of transferring meaning between verbal and visual codes—within English and Uzbek media discourse. The study focuses on how visual symbols such as colors, gestures, and imagery are culturally encoded and reinterpreted in translation across two linguistic and semiotic systems. Using examples from online news portals and advertising materials, the research identifies three types of transformations: iconic adaptation, cultural reinterpretation, and semiotic substitution. Findings reveal that while English media relies heavily on metaphorical imagery and connotative symbolism, Uzbek translations tend to prioritize explicit verbal explanation and cultural domestication. The paper argues that successful translation in multimodal communication requires not only linguistic equivalence but also visual-cultural literacy. This approach contributes to comparative translation studies by extending the scope of analysis beyond words to multimodal meaning-making processes.