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1) Translation Shift (from language translation to cultural and communicative function in Translation)

2) Venuti (2000) inclusion of cultural studies in all theories of translation to account for the diverse range of values, beliefs and social representations in the respective cultural groups.

3) Translator role is to produce texts that function as communicative instruments in the target culture

4) Menacere - 'culture' covers wide spheres and embrace larger areas.

5) Mounin - Every term of a vocabulary expresses a civilization.

6) Bortsch - sum of repetitive, relevant and deliberate actions, activities and products produced by a population.

sum - reproduced and preserved by systems of norms practised in a population

7) Scollon and Scollon(Anthropological sense)- Culture is any of the customs, world view, language, kinship system, social organization and other taken-for-granted, day-to-day activities by a grouo of people.

8) Nords Functional Translation theory-

society's culture : whatever it is one has to know or beleive in order to operate in a manner acceptable to its members.

culture : is not a material phenomenon ; does not consist of things, people, behaviour or emotions

culture is a organization of these things, form of things people have in mind, their models for perceiving, relating and otherwise interpreting them

9) Katon - Culture in Translation can be defined as shared mental model or map of world

- a system of congruent and interrelated believes, values, strategies and cognitive environments which guide the shared basis of behaviour.

10) Each aspects of culture is linked in a system to form a unifying context of culture which identifies a person and his or her culture

Importance of culture in Translation

1) Snell & Hornby - orientation towards the function of the target text and the text as an itegral part of the word and not as an isolated speciment of language.

2) Vermeer - Translation primarily known as a cross-cultural transfer and also as a cross-cultural event

3) Nord - Translation means comparing cultures

4) Venuti - Translation is a linguistic "zone of contact" between the foreign and translating cultures.

5) Vermeer - Translation is a 'skorpos-orientated' cultural process as a holistic acting in a target culture for a given purpose and its intended receipient.

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The amount of a foreign culture depends on the function of the text. If the text is being used to explain the foreign culture, translator need to be smart in translating the culture without making it confusing for the targeted reader.

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Harry Potter and the translator's nightmare

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Why is culture so important in translation? According to Hietaranta, the texts that translators
work on often contain elements of which the significance to communication cannot be made clear to the addressees ‘unless the readers are somehow cued about the role of such elements in the
original, source-text culture’

Another reason why culture is so important in translation may be that it can only be handled properly if the translator is aware of the relevant norms that constitute much of culture and languages

In order to provide the target culture with this ‘missing something’, the translator needs to be a language-cultural expert and employ the necessary
translation strategies if the cultural transfer is to be functional and successful.

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Translators act as a mediator between different cultures and social deviations. Thus, they should be expert in both cultures as translation is a form of communication. Not just a mere linguistic category.

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Function of target text in target culture:

Vermeer (1989:95):
Function of a translation refers to what a text means or is supposed to mean from the receiver's perspective.

Nord (1997: 40-45):
Four communicative functions:
•referential ÷ 4 sub-functions:
i) informative
ii) metalinguistic
iii) instructive
iv) didactic

•expressive ÷ 2 sub-functions:
i) emotive
ii) evaluative

•appellative ÷ 4 sub-functions:
i) receiver's experience or knowledge
ii) an appeal to the receiver's sensitivity and desires
iii) an appeal to the receiver's needs
iv) appeal to the receiver’s receptivity to ethical
and moral principles.
• phatic

Expressive function: Reiss (2000) vs Nord (1997)
Reiss : expressive function is limited to the aesthetic aspects of literary or poetic texts.
Nord : the aesthetic value of texts should enjoy a more prominent position based on the entertainment value of texts.

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Works that is internationally known (eg Harry Potter Series) can be foster in different communities despite the cultural differences & social divisions because of the common fascination or fandom.

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The Harry Potter Series was translated into more than three hundred languages, including Latin and Welsh — shows a wealth of many cultures.

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- Venuti’s (1995) strategy of foreignisation entails introducing the target culture reader to the foreign culture by retaining cultural and linguistic differences in the target text.
-Domestication involves in making the translated text recognisable and more familiar to the target text reader by bringing the foreign text closer to the reader.
-Target text should function as an independent, functional text in the target culture and that the intended functions be of prime importance.
-Successful translation requires a’ greater awareness of the world and familiarity with the cultural references of the language involved’ (Ménacère, 1999: 345), something that is vital to the functional translation of a source text by a skilled translator.
-The translator needs cultural knowledge and awareness in order to apply successful translation strategies during the production of a cross-cultural communicative instrument that functions optimally in the target culture
-The basic premise of the skopos theory is that translation is a specific type of communicative action, and that these actions are carried out with a specific purpose (skopos) in mind (Vermeer, 1989: 221).

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1. The translator should use the knowledge of function in source and target text to decide which of these functions can be attained in the target culture and then decide a relevant translation strategy.