TRANSLATION OF THE TRAVEL WEB PORTAL TEXT CONTENT AS A WAY TO GLOBALIZE REGION BRAND

The article presents an analysis of the translation of the Volgograd and Volgograd region travel web portal from Russian into English and German within the aspect of the globalization process and promotion of the region brand. The authors concentrate their attention on the origin of functionally equivalent translation directed toward the linguo-cultural and pragmatic adaptation of the source tourist texts for a global recipient. The paper reveals that the translator is to choose a comprehensive strategy to create a globalized version of the travel web portal, that is to preserve the optimal amount of general information, eliminate information irrelevant for the global recipient, minimize the loss of the key information important from the pragmatic perspective of creating a globalised version of the target text, and, if appropriate, add more detailed or explanatory information which can better provide obtaining of the information about foreign culture and history by a foreign recepient. The efficient translation of the text content of the travel web portal aimed at a "global recipient" is achieved and provided by translation technologies chosen by the translator in accordance with the discourse determined strategies. Such technologies create functionally equivalent translation opportunity: the source text is adapted for a "global recipient" by considering culturally important and pragmatically adequate situation context

Translatological Grounds of Creating Multilingual Internet Resources

The article analyses the determined character of forming multilingual Internet space in terms of the status of language in the system of world languages and in the set of languages of website content. Multilingualism is considered as a new stage in the development of web communication, replacing the brief periods of English dominance and the emergence of Internet segments in national languages. The tendency towards representation of content in different languages reflects an attitude towards considering users as participants in institutional discourses. The study uses the examples from material that has undergone a detailed interpretation stage in translation classes and during the preparation of final qualification papers by students in translation. The basis of translatological logistics of a multilingual resource consists in the fact that a site hypertext is objectively conditioned by a set of linguistic characteristics of the original content and the pragmatics of creating translated versions. Therefore, creating a global version in English involves not only changing the site structure, reducing texts and neutralising linguistic and cultural markings, but also ensuring that content is understandable to a wide audience owing to appropriate translation techniques application. Translation into German may be driven by marketing factors, French versions occur in response to high demands of linguistic “purism” in the state and society, while translation into Russian allows expanding the audience of potential users. It is revealed that the use of machine translation in the material reviewed is restricted by the purposes of the discourse and the sociopragmatics of the recipient of the translated version. The refusal to translate using a built-in browser extension reflects the sender’s focus on effective communication and his desire to meet the recipient’s “horizon of expectations”. It is stated that the Internet space development is not determined by regulatory mechanisms, but by the orientation of resources towards the objectives of discourses and the needs and capabilities of their participants

Tourism Discourse: Strategies and Difficulties in Translating Hotel Websites

The article presents an analysis of one of the most dynamically growing spheres of translation – translation in tourism, namely localization of hotel websites. Undoubtedly, the Internet is the main source of information retrieval and a tool enhancing tourism attractiveness of a destination, which means that while translating hotel websites one should pay great attention to the language content. The analysis conducted by the authors allows concluding that most of the translations feature a lot of language mistakes: from lexical incongruity to spelling, making translated texts unreadable and not corresponding to their communicative and pragmatic functions. If a translator holds a basic strategy of producing a new text using peculiar stylistic markers and figurative language, characterizing other linguistic culture, and sometimes changes the form and structure of the text in the source language, then the translated text functions as an element, attracting new customers. This situation reflects the existence of highly widespread problems, found in the sphere of translation: the growing number of people speaking foreign languages makes professional competences of translators worthless. Together with the expansion of Machine Translation it lowers the quality of a "ready" product – localized text – making recipients and senders to perceive the inferior language content as normal

Digital Competences for Language Teachers: Do Employers Seek the Skills Needed from Language Teachers Today?

Language proficiency is essential for 21st Century skills, and for the ability to obtain and utilize new competencies in the future. Digitalization is greatly affecting the language learning settings, and more digital skills are needed amongst teachers. Thus, it is interesting to see what kind of demands the new working life puts on the future language teachers in all areas of the sector. To better understand the role of national policies on digital competence and their impact on language teacher’s recruitment, this study investigates existing strategies for digital competence for language teachers in 11 countries, and their representation in job announcements. The study uses qualitative content analysis as well as quantitative analysis represented by descriptive statistics. The former includes document analysis of strategies on different levels and gives an overview of existing trends and new tendencies considering digital skills for language teachers. The latter comprises a search and classification of 854 job announcements throughout Europe according to three levels of digital competences to see which skills are being asked for when hiring language teachers. The results indicate that there are discrepancies between strategies being implemented at overarching levels and the institutional practices. We also demonstrate discrepancies between the needs described for the 21st Century and the defined skills in the job announcements. Among other results, the study highlights the need for more targeted job announcements to attract teachers with the desired digital skills