İdeolojinin Çevirideki Etkisinin İncelenmesi Kozmetik Markalarının Sloganları ve Türkçe Çevirilerinin Eleştirel Bir Söylem Analizi

Year 2023, Issue: Çeviribilim Özel Sayısı, 403 - 421, 25.02.2023

Betül Koçer Güldal , Ezgi Su Sezer

https://doi.org/10.29110/soylemdergi.1186734

Abstract

Çeviri, özellikle de farklı kültürlerdeki alıcıların ideolojileri ve beklentileriyle son derece iç içe geçmiş bir süreç olan reklam çevirisi dildeki söylem unsurlarından bağımsız olarak tartışılamaz ve incelenemez. Bu çalışmanın hedefi kozmetik markası sloganlarının taşıdığı ideolojilerin Türkçe çevirilere aktarılıp aktarılmadığını incelemektir. Bu amaca yönelik olarak, mevcut çalışma Norman Fairclough tarafından eleştirel söylem çözümlemesi alanında geliştirilmiş olan üç boyutlu çerçeveyi kullanmaktadır. Bu çalışma, çeviride dil ve ideoloji arasındaki ilişkiye ışık tutmayı hedeflemektedir. Daha spesifik açıdan ise hem kaynak hem hedef metinlerin arka planında yer alan ideolojik varsayımları gün yüzüne çıkarmayı amaçlamaktadır. Bu bağlamda, mevcut çalışma Fairclough’nun metin, yorum ve çözümlemeden oluşan üç aşamalı eleştirel söylem analizi modelinden faydalanmaktadır. Çalışmadan elde edilen verilerin gösterdiği üzere, çeviriler genel olarak kaynak metindeki ideolojiyi hedef metinde de yansıtmış olsa da, hedef dil ve kültürdeki linguistik unsurların seçimini etkileyen politik ve sosyal artalan bilgisi ve kültürel farklılıklar nedeniyle çeviri sürecinde bilinçli veya bilinçsiz manipülasyonlar gerçekleşmiş olabileceği de yadsınamaz. Çalışmanın ortaya koyması beklenen durum, hedef toplumdaki güncel ideoloji, küresel güzellik standartları ve genel anlamda ataerkil düzenin sürdürmeye çalıştığı kalıplar uyarınca kozmetik markası sloganlarının altında yatan ideolojinin çeviri yoluyla da sürekli olarak yeniden kurulmuş olmasıdır.

Keywords

reklam çevirisi, ideoloji, yeniden yapılandırma, manipülasyon, eleştirel söylem çözümlemesi

Investigating the Influence of Ideology on Translation A Critical Discourse Analysis of Slogans of Cosmetic Brands and Their Turkish Translations

Abstract

Translation, especially in the cases of advertisements that are highly intertwined with the ideology and the expectations of the receptors in different cultures, cannot be discussed and studied apart from the discursive elements in the language. The aim of this study is to investigate whether the ideology of the beauty brand slogans is reflected in their respective Turkish translations. For this purpose, the study uses the three-dimensional framework of Norman Fairclough regarding Critical Discourse Analysis (CDA). The present investigation is an attempt to shed light on the relationship between language and ideology involved in translation in general. More specifically, it aims to uncover the underlying ideological assumptions invisible in the texts, both source text (ST) and target text (TT). In this respect, Fairclough’s (1989) three stages of CDA, which are description, interpretation and explanation are utilized in the present study. The findings show that although the translations, in general, reflect the ST’s ideology and influence on the TT, it is possible to observe some conscious and unconscious manipulations because of the political and social background and cultural differences that influence the choices of linguistic elements in the target language and culture. The study is expected to reveal that the underlying ideology transferred through the translations of the beauty brand slogans is constantly reconstructed during the translation process in accordance with the current ideology of the target community, the global beauty standards, and the patterns that are to be reinforced by the patriarchy in general.

Keywords

Critical discourse analysis, advertisement translation, ideology, reconstruction, manipulation

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