Polina I. Sergienko

The relevance of the paper is determined by the need to examine the features of PR abbreviations translation. At present, with the predominant role of English as the lingua franca, the role of translation is undeniable. Big Data require fast and high-quality translation of professionally-oriented information into many languages. This brings about the necessity to improve the quality of education of translators in the field of professional communication. One of the most popular professions is Public Relations (PR) councillors.

The research material comprises English PR abbreviations, functioning in English press releases. PR abbreviations are constantly updated, causing difficulties for PR abbreviations-neologisms translation.

The objective of the research is to highlight the most important issues related to PR abbreviations translation, as they are of particular difficulties for rendering into other languages due to the lack of PR abbreviations dictionaries.

The methods used to achieve the objective of the article, include the method of continuous sampling; the method of linguistic observation; the method of conceptual analysis; the method of distributive analysis and the method of comparative analysis of English and Russian abbreviations.

Results. The analysis of PR abbreviations translation has demonstrated the absence of universal strategies. PR abbreviations are transmitted into Russian by means of transliteration, calque, barbarisms, as well as hybrid strategies accompanied by interpretation.

Conclusions. The absence of a PR terminological base, as well as the entire conceptual apparatus in this field, requires introducing special algorithms to overcome the difficulties of PR abbreviations translation. The particularities of PR abbreviations translation are revealed. The article makes a certain contribution to the theory of translation.

his article focuses on various features of digital translation of public relations (PR) abbreviations in a computer-assisted environment. The relevance of this research is determined by the new digital era. Digitalization of professional activity of specialists in various fields of knowledge leads to the creation of new conditions and revision of approaches to professionally-oriented translation. Digital translation plays a special role in information exchange and its dissemination. The aim of this research is to identify the advantages and disadvantages of using digital tools to meet the needs of PR specialists from the standpoint of linguistics. PR abbreviations functioning in the professional PR discourse are taken as material for analysis. The use of digital translation technologies within PR activities enables the improvement of the quality of information collection and processing, its translation, abstracting and dissemination. PR abbreviations acquire a highly specialized meaning within the target language (TL), demanding a particular algorithm for translation into Russian, which is due to the insufficient PR terminology development, especially in terms of translating abbreviations. To achieve the object in view, the method of continuous sampling, the method of comparative analysis and the method of linguistic description have been used. As a result of the investigation, it has been established that together with digital translation gaining momentum, as it makes it possible to transfer a large amount of information into different languages in a short time, a number of issues remain unresolved and need to be researched.

The article is devoted to the analysis of the present-day digital translation practice from the perspective of the human translator’s goal setting and theory of translation action. Translation dates back to the dawn of human civilization, when there emerged an urgent request for communication between different ethnic groups. Translation has always addressed the most pressing issues of societies around the world. The primary role of translation depends to a large extent on the tasks performed by States at different levels of communication from official to everyday life. At the present stage, the practice of applying digital translation is due to the increase of information flows, the speed of information exchange and messages transmission between representatives of different languages and cultures, which indicates the relevance of the ongoing research. The purpose of this paper is to identify the characteristic features of digital translation at the present stage, studied on the material of texts of sociopolitical discourse filled with neologisms, metaphors, abbreviations, culturally marked lexis and actualized linguistic units of particular importance for the life of the English-speaking society. The scientific novelty of the research consists in the analysis of the improved digital translation at the present stage from the perspective of the psycholinguistic theory of the activity approach and the scopos theory of translation action. The main methods used in the research include translation, description as well as contextual, linguo-stylistic and pragmatic analyses. The purpose of this paper is to demonstrate the features of digital translation algorithms enabling exact rendering of the transferred information from the source language to the target one. The research material consists of English-language sociopolitical texts published in media outlets, with a focus on the challenges of translating neologisms, metaphors and abbreviations acute for the contemporary English speaking society. As a result of the study, it has been concluded that the algorithm of digital translation from the English language is constantly improving, offering the user alternative translation variants, which are determined depending on the translator’s intentions and goals in terms of semantic, stylistic and pragmatic correspondence between the source and target texts.