Linguocultural Aspects of PR Translation in the Modern World

Abstract

The present study deals with the topical issue of professional public relations (PR) terminology translation into the Russian language. The discipline and the field of professional activity, which emerged in Russia in the late 1980s, still poses lots of problems in terms of translation. The aim of the study is to reveal what translation procedures are applicable in rendering subject specific terminology into the target language with the absence of equivalents in the professional field. The novelty lies in the disclosure of translation features as well as translation procedures applied to PR terminology with special attention to linguistic and extralinguistic factors. The methods of comprehensive analysis of English PR terms, comprising the general scientific method, the communicative method, the method of comparative analysis, the dictionary definitions method, as well as the method of translation adequacy and the method of analysis of translation procedures and transformations have allowed to reveal the peculiarities of PR terms’ meanings and their functioning in the English professional discourse to be rendered into the Russian language. The findings illustrate the most adequate procedures to be used for the purpose of rendering PR terms and terminology as units of specific meaning into the target language. The conclusion drawn from the study postulates that along with the borrowing of PR terminological field, the English cultural and conceptual worldview was also adopted to produce a hybrid professional worldview sharing similar PR subject specific language units, which is a great advance towards English as a global language.