Suleymanova О.A., Shchepilova А.V., Beklemesheva N.N., Fomina M.A. UNIVERSITY WEB-SITE’S PRAGMATICAL ADAPTATION AS AN ADDRESSEE’S MOTIVATOR
DOI: https://doi.org/10.15688/jvolsu2.2017.4.12
Оlga A. Suleymanova
Doctor of Sciences (Philology), Professor, Head of Department of Linguistics and Translation Studies, Moscow City Pedagogical University
Malyi Kazennyy pereulok, 5b, 105064 Moscow, Russia
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http://orcid.org/0000-0002-4972-0338
Аlla V. Shchepilova
Doctor of Sciences (Pedagogy), Professor, Director of Institute of Foreign Languages, Moscow City Pedagogical University
Malyi Kazennyy pereulok, 5b, 105064 Moscow, Russia
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http://orcid.org/0000-0002-9486-6846
Natalya N. Beklemesheva
Candidate of Sciences (Philology), Associate Professor, Department of Linguistics and Translation Studies, Moscow City Pedagogical University
Malyi Kazennyy pereulok, 5b, 105064 Moscow, Russia
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http://orcid.org/0000-0003-0906-1881
Marina A. Fomina
Candidate of Sciences (Philology), Associate Professor, Department of Linguistics and Translation Studies, Moscow City Pedagogical University
Malyi Kazennyy pereulok, 5b, 105064 Moscow, Russia
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http://orcid.org/0000-0002-1771-6334
Abstract. The paper offers the key principles of successful cloning and localizing Russian web-sites relying on triangulation research method and benchmark analysis of English and Russian language university web-sites. Triangulation research method is seen as a strategy for increasing the validity of evaluation and research findings by combining the benefits of both the qualitative and the quantitative approaches, while benchmark analysis results in benchmarking data used to see how the university web-site being analyzed differs from its "peer" group. The paper researches into the university web-site in terms of six-dimensional Hofstede model (Power Distance, Uncertainty Avoidance, Individualism / Collectivism, Masculinity / Femininity, Long / Short Term Orientation, and Indulgence / Restraint). Benchmark analysis results in web-site optimization principles and practical guidelines instrumental while translating the web-site content. The university web-site designers and translators should consider the addressee's social and cultural values, social and academic background if they aim at successful pragmatic adaptation of the web-site. This approach relies on a stepwise processing of original web-site contents: 1) "filtering" the original contents; 2) pre-translation analysis; 3) translating the text with its stylistic and pragmatic features in mind. The authors also provide a more accurate interpretation of localization and internationalization with reference to Russian-English translation of the web-site content and its target audience – the addressee.
Key words: web-site, university, localization, translation, addressee.
Citation. Suleymanova О.A., Shchepilova А.V., Beklemesheva N.N., Fomina M.A. University Web-Site's Pragmatical Adaptation as an Addressee's Motivator. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2, Yazykoznanie [Science Journal of Volgograd State University. Linguistics], 2017, vol. 16, no. 4, pp. 137-149. (in Russian). DOI: https://doi.org/10.15688/jvolsu2.2017.4.12
UNIVERSITY WEB-SITE’S PRAGMATICAL ADAPTATION AS AN ADDRESSEE’S MOTIVATOR by Suleymanova О.A., Shchepilova А.V., Beklemesheva N.N., Fomina M.A. is licensed under a Creative Commons Attribution 4.0 International License.
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