PECULIARITIES OF CONVEYING LANGUAGE IMPACT ON A READER IN THE TRANSLATION OF MEDIATEXTS

Abstract

This article addresses the issue of effectively conveying language impact when translating media texts, which are powerful tools for shaping public opinion in today’s information society. In light of the rapid development of mass media and the expansion of globalized communication processes, the translation of media texts is becoming increasingly important. The study analyzes the concept of a media text as a complex, multifunctional construct that combines verbal, audiovisual, and graphic elements to create a multilayered semantic structure. Special attention is given to the linguistic and stylistic features of the media language, in particular, the use of expressive vocabulary, allusions, metaphors, and elements borrowed from different functional styles, and the role of these tools in creating a specific impact on the target audience. The article examines the diverse functions of media texts – informative, ideological, propagandistic, cultural, and mobilizing – and explores how these functions are implemented across various genres. It outlines the main approaches to media text translation: objective, constructive, and subjective. Key translation strategies are identified that help preserve the pragmatic potential of the original message in interlingual and intercultural communication. Special emphasis is placed on lexical and stylistic transformations as essential for achieving functional adequacy. The analysis shows that successful translation of media content requires a high level of linguistic, cultural, and pragmatic competence, as well as the ability to critically interpret the intent and context of the original message and adapt it appropriately for the target audience. The article concludes that the translator is not merely a linguistic intermediary, but an active participant in constructing a new communicative space –one that reflects the worldview of the target culture within the framework of global information exchange.