A Study On Translation Principles And Strategies Of Media Neologisms From Perspective Of Skopos Theory

Neologism is the result of social development, and it reflects latest achievements ofhuman society. Translation studies on media neologism, which is the most important partof neologism, are of great importance for communications and exchange of advancementsamong different cultures. However, in the age of information explosion, new words andphrases appear with an accelerating speed. And due to the extensive range andcultural-loaded feature of neologism, the translation is never an easy job. It’s safe to saythat even the most experienced translator can hardly avoid making mistakes. On the otherhand, the previous studies of neologism translation focused mainly on case studies of howto translate, neglecting the reason of translating in a certain way. Thus to say, a lack oftheoretical basis makes the studies specific rather than universal. To offer a new point ofview for theoretical studies of media neologism translation, this thesis is written in searchof practical translation principles and strategies from perspective of skopos theory.The skopos theory, as core theory of German functionalist school, holds that atranslational action is determined by its purpose. Its emphasis on translation purpose andaudience is consistent with the nature of media text translation as a purposeful andaudience-oriented behavior. In the thesis, through analysis on translation purposes and thefunctions of media text, four practical translation principles for media neologisms areconcluded in order of importance: the principles of adequacy, understandability, accuracyand correspondence. Adequacy rule as the primary one means that the translation purposeshould be achieved; for the principle of understandability, it requires readability for thetarget text; accuracy rule refers to the faithfulness to source text, and reliability of targettext; and lastly correspondence rule asks the translator to make source and target textsequivalent in form. After the explanation of the four principles, a series of translationstrategies which are especially practical in the translation of media neologisms arediscussed with detailed examples. Through analysis of the examples, a demonstration isgiven on the application of translation principles and strategies.