For the Target or for the Market? Translation of TV Show Titles from the Perspective of Skopos Theory
Abstract
Whether it is a book or a media product, the title is the first parameter that catches the eye, attracts attention, or leads to an overlook due to dislike. In the same sense, the translation of titles plays a pivotal role in promoting products and revealing their content by appealing to the audience. Developed by Hans Vermeer, the skopos theory is a functionalist theory that moves from linguistic equivalency to the functional suitability of the target text. This study analyzes the translation of TV show titles from the perspective of skopos theory, focusing on how commercial imperatives influence the translation choices in the title translation process. A corpus of 50 English-language TV show titles and their officially recognized Turkish translations was gathered from two mainstream television channels (TLC and DMAX) in Turkiye. Each title was analyzed to identify its primary translation aim and categorized according to Reiss’s functional text types model, aligning with the overarching skopos theory. Then, an in-depth clarification of Vermeer’s skopos theory is put forward. In the following section, the TV show titles are handled in Newmark’s (1988) framework for translation methods. The study’s findings demonstrate a tendency to translate English titles that are more target culture-oriented and incorporate local language characteristics rather than to provide a conservative, direct translation. The reasons for these specific choices can be attributed to the commercial value of the TV shows, which is influenced by audience demand and cultural context, as the main aim of the title translation is to make the show appeal to the target audience. Overall, the results reveal that the translation of TV show titles, in terms of the translation methods applied, is directly affected by the translation task’s skopos.
Keywords
TV show Title Translation skopos theory functional text types translation strategies translation purpose functionalist approach
References
- Alimardani, E., & Vahid Dastjerdi, H. (2021). Translation of psychology book titles: A skopos theory perspective. International Journal of Foreign Language Teaching and Research, 9(34), 135-153.
- Balli, F., Balli, H. O., & Cebeci, K. (2013). Impacts of exported Turkish soap operas and visa-free entry on inbound tourism to Turkey. Tourism Management, 37, 186-192. https://doi.org/10.1016/j.tourman.2013.01.013
- Camarinha, A. P., Abreu, A., & Ribeiro, B. (2023). The transition of television entertainment considering the application of streaming platforms: Systematic review. Smart Innovation, Systems and Technologies, 643-654. https://doi.org/10.1007/978-981-19-6585-2_57
- Darwish, I., & Sayaheen, B. (2019). Manipulating titles in translation. Journal of Educational and Social Research, 9(3), 239-245. https://doi.org/10.2478/jesr-2019-0042
- Doruk, E. K. (2014). Transformation in Daytime Television Programs in Turkey since 2000. In R. Ozturk (Ed.), Handbook of Research on the Impact of Culture and Society on the Entertainment Industry (pp. 161-181). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-4666-6190-5.ch010
- Du, X. (2012). A brief introduction of Skopos theory. Theory and Practice in Language Studies, 2(10), pp. 2189-2193. https://doi.org/10.4304/tpls.2.10.2189-2193
- Dynel, M. (2010). First things first: Problems and strategies in the translation of film titles. In Bogucki, Ł., & Kredens, K. (Eds.), Perspectives on Audiovisual Translation (pp. 189–211). Peter Lang.
- Ehrensberger-Dow, M., & Massey, G. (2013). Indicators of translation competence: Translators’ self-concepts and the translation of titles. Journal of Writing Research, 5(1), 103-131. https://doi.org/10.17239/jowr-2013.05.01.5
- Farghal, M., & Bazzi, H. (2017). Translation of English fiction titles into Arabic. The International Journal of Translation and Interpreting Research, 9(2), 114-137. https://doi.org/10.12807/ti.109202.2017.a08
- Genette, G. (1997). Paratexts: Thresholds of interpretation (J. E. Lewin, Trans.). Cambridge University Press.
- Jabir, J. K. (2006). Skopos theory: Basic principles and deficiencies. Journal of the College of Arts, 41(2), 37-46.
- Kuyucu, M. (2015). TV broadcasting in Turkey. The Turkish television audience in the framework of the uses and gratification approach. Athens Journal of Mass Media and Communications, 1(4), 289-312. https://doi.org/10.30958/ajmmc.1-4-4
- Li, Z., & Jiang, Z. (2021). A Study on Chinese single-player video game title translation from the perspective of Skopos theory. Communication across Borders: Translation & Interpreting, 1(1), 1-8.
- Lomaka, A. O. (2017). Literal approach to translation: A classification and literature review. XLinguae, 10(4), 234-244. https://doi.org/10.18355/xl.2017.10.04.19
- Lu, W., & Fang, H. (2012). Reconsidering Peter Newmark’s theory on literal translation. Theory and Practice in Language Studies, 2(4), 741-746. https://doi.org/10.4304/tpls.2.4.741-746
- Mei, Z. (2010). On the translation strategies of English film title from the perspective of Skopos theory. Journal of Language Teaching and Research, 1(1), 66-68. https://doi.org/10.4304/jltr.1.1.66-68
- Munday, J. (2016). Introducing translation studies: Theories and applications. Routledge. https://doi.org/10.4324/9781315691862
- Newmark, P. (1988). A textbook of translation. Prentice Hall International.
- Nord, C. (2018). Translating as a purposeful activity: Functionalist approaches explained (2nd ed.). Routledge. https://doi.org/10.4324/9781315760506
- Nord, C. (1995). Text-functions in translation. Target. International Journal of Translation Studies, 7(2), 261-284. https://doi.org/10.1075/target.7.2.05nor
- Owji, Z. (2013). Translation strategies: A review and comparison of theories. Translation Journal, 17(1). https://translationjournal.net/journal/63theory.htm
- Salehi, M., & Fumani, M. R. (2013). The study of novel title translation from English into Persian based on the functionalist Skopos theory. Linguistics and Literature Studies, 1(4), 197-205.
- Schäffner, C. (2009). Functionalist approaches. In Baker, M., & Saldanha, G. (Eds.), Routledge Encyclopedia of Translation Studies (pp. 115–121). Routledge.
- Shi, X. (2014). The English film title translation strategies. Journal of Language Teaching and Research, 5(3), 606-610. https://doi.org/10.4304/jltr.5.3.606-610
- Viezzi, M. (2011). The translation of book titles. Theoretical and practical aspects. In P. Kujamäki, L. Kolehmainen, E. Penttilä & H. Kemppanen (Eds.), Beyond Borders – Translation Moving Languages, Literatures and Cultures (pp. 183-195). Frank & Timme.
- Wu, B., Hua, J., & Chen, R. (2025). Translating detective and mystery stories: A Skopos perspective. Journal of Critical Studies in Language and Literature, 6(2), 11-19. https://doi.org/10.46809/jcsll.v6i2.323
- Yin, L. (2009). On the translation of English movie titles. Asian Social Science, 5(3), 171-173. https://doi.org/10.5539/ass.v5n3p171
- Zhang, W., Chen, X., & Bu, X. (2019). On C-E translation of movie names based on Skopostheorie. Region - Educational Research and Reviews, 1(1), 26-30. https://doi.org/10.32629/rerr.v1i1.52
Abstract
Bir kitabın ya da bir medya ürününün adı ilk göze çarpan, dikkat çeken veya hoşnutsuzluk nedeniyle gözden kaçmasına neden olan ilk parametredir. Aynı bağlamda, bu adların çevirisi, izleyiciye hitap ederek ürünlerin tanıtımında ve içeriğinin ortaya çıkarılmasında çok önemli bir rol oynar. Vermeer tarafından geliştirilen Skopos teorisi, dilbilimsel eşdeğerlikten hedef metnin işlevsel uygunluğuna doğru ilerleyen işlevselci bir teoridir. Bu çalışma, skopos teorisi perspektifinden TV program adlarının çevirisini incelemekte ve ticari zorunlulukların bu alandaki çeviri sürecinde çevirmenin seçimlerini nasıl etkilediğine odaklanmaktadır. Türkiye’deki iki ana akım televizyon kanalından (TLC ve DMAX) 50 İngilizce TV program adlarını ve bunların resmi olarak tanınan Türkçe çevirilerini içeren bir metin derlemesi toplanmıştır. Her programın adı, birincil çeviri amacını belirlemek için analiz edildikten sonra Reiss’in işlevsel metin türleri modeline göre, skopos teorisiyle uyumlu olarak kategorize edilmiştir. Ardından, Vermeer’in skopos teorisi derinlemesine açıklanmaktadır. Sonraki bölümde, TV program adları Newmark'ın (1988) çeviri yöntemleri çerçevesine göre ele alınmıştır. Çalışmanın bulguları, İngilizce program adlarının muhafazakâr ve doğrudan bir çeviri yerine, hedef kültüre daha yönelik ve yerel dil özelliklerini içeren bir şekilde çevrilme eğiliminde olduğunu göstermektedir. Bu özel seçimlerin nedenleri, izleyici talebi ve kültürel bağlamdan etkilenen TV programlarının ticari değerine bağlanabilir, çünkü program adlarının çevirisinin ana amacı, programı hedef kitleye çekici kılmaktır. Genel olarak, sonuçlar, uygulanan çeviri yöntemleri açısından TV program adlarının çevirisinin, çeviri görevinin amacından doğrudan etkilendiğini ortaya koymaktadır.
Keywords
skopos kuramı TV program adlarının çevirisi işlevsel metin türleri çeviri stratejileri çeviri amacı işlevselci yaklaşım
References
- Alimardani, E., & Vahid Dastjerdi, H. (2021). Translation of psychology book titles: A skopos theory perspective. International Journal of Foreign Language Teaching and Research, 9(34), 135-153.
- Balli, F., Balli, H. O., & Cebeci, K. (2013). Impacts of exported Turkish soap operas and visa-free entry on inbound tourism to Turkey. Tourism Management, 37, 186-192. https://doi.org/10.1016/j.tourman.2013.01.013
- Camarinha, A. P., Abreu, A., & Ribeiro, B. (2023). The transition of television entertainment considering the application of streaming platforms: Systematic review. Smart Innovation, Systems and Technologies, 643-654. https://doi.org/10.1007/978-981-19-6585-2_57
- Darwish, I., & Sayaheen, B. (2019). Manipulating titles in translation. Journal of Educational and Social Research, 9(3), 239-245. https://doi.org/10.2478/jesr-2019-0042
- Doruk, E. K. (2014). Transformation in Daytime Television Programs in Turkey since 2000. In R. Ozturk (Ed.), Handbook of Research on the Impact of Culture and Society on the Entertainment Industry (pp. 161-181). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-4666-6190-5.ch010
- Du, X. (2012). A brief introduction of Skopos theory. Theory and Practice in Language Studies, 2(10), pp. 2189-2193. https://doi.org/10.4304/tpls.2.10.2189-2193
- Dynel, M. (2010). First things first: Problems and strategies in the translation of film titles. In Bogucki, Ł., & Kredens, K. (Eds.), Perspectives on Audiovisual Translation (pp. 189–211). Peter Lang.
- Ehrensberger-Dow, M., & Massey, G. (2013). Indicators of translation competence: Translators’ self-concepts and the translation of titles. Journal of Writing Research, 5(1), 103-131. https://doi.org/10.17239/jowr-2013.05.01.5
- Farghal, M., & Bazzi, H. (2017). Translation of English fiction titles into Arabic. The International Journal of Translation and Interpreting Research, 9(2), 114-137. https://doi.org/10.12807/ti.109202.2017.a08
- Genette, G. (1997). Paratexts: Thresholds of interpretation (J. E. Lewin, Trans.). Cambridge University Press.
- Jabir, J. K. (2006). Skopos theory: Basic principles and deficiencies. Journal of the College of Arts, 41(2), 37-46.
- Kuyucu, M. (2015). TV broadcasting in Turkey. The Turkish television audience in the framework of the uses and gratification approach. Athens Journal of Mass Media and Communications, 1(4), 289-312. https://doi.org/10.30958/ajmmc.1-4-4
- Li, Z., & Jiang, Z. (2021). A Study on Chinese single-player video game title translation from the perspective of Skopos theory. Communication across Borders: Translation & Interpreting, 1(1), 1-8.
- Lomaka, A. O. (2017). Literal approach to translation: A classification and literature review. XLinguae, 10(4), 234-244. https://doi.org/10.18355/xl.2017.10.04.19
- Lu, W., & Fang, H. (2012). Reconsidering Peter Newmark’s theory on literal translation. Theory and Practice in Language Studies, 2(4), 741-746. https://doi.org/10.4304/tpls.2.4.741-746
- Mei, Z. (2010). On the translation strategies of English film title from the perspective of Skopos theory. Journal of Language Teaching and Research, 1(1), 66-68. https://doi.org/10.4304/jltr.1.1.66-68
- Munday, J. (2016). Introducing translation studies: Theories and applications. Routledge. https://doi.org/10.4324/9781315691862
- Newmark, P. (1988). A textbook of translation. Prentice Hall International.
- Nord, C. (2018). Translating as a purposeful activity: Functionalist approaches explained (2nd ed.). Routledge. https://doi.org/10.4324/9781315760506
- Nord, C. (1995). Text-functions in translation. Target. International Journal of Translation Studies, 7(2), 261-284. https://doi.org/10.1075/target.7.2.05nor
- Owji, Z. (2013). Translation strategies: A review and comparison of theories. Translation Journal, 17(1). https://translationjournal.net/journal/63theory.htm
- Salehi, M., & Fumani, M. R. (2013). The study of novel title translation from English into Persian based on the functionalist Skopos theory. Linguistics and Literature Studies, 1(4), 197-205.
- Schäffner, C. (2009). Functionalist approaches. In Baker, M., & Saldanha, G. (Eds.), Routledge Encyclopedia of Translation Studies (pp. 115–121). Routledge.
- Shi, X. (2014). The English film title translation strategies. Journal of Language Teaching and Research, 5(3), 606-610. https://doi.org/10.4304/jltr.5.3.606-610
- Viezzi, M. (2011). The translation of book titles. Theoretical and practical aspects. In P. Kujamäki, L. Kolehmainen, E. Penttilä & H. Kemppanen (Eds.), Beyond Borders – Translation Moving Languages, Literatures and Cultures (pp. 183-195). Frank & Timme.
- Wu, B., Hua, J., & Chen, R. (2025). Translating detective and mystery stories: A Skopos perspective. Journal of Critical Studies in Language and Literature, 6(2), 11-19. https://doi.org/10.46809/jcsll.v6i2.323
- Yin, L. (2009). On the translation of English movie titles. Asian Social Science, 5(3), 171-173. https://doi.org/10.5539/ass.v5n3p171
- Zhang, W., Chen, X., & Bu, X. (2019). On C-E translation of movie names based on Skopostheorie. Region - Educational Research and Reviews, 1(1), 26-30. https://doi.org/10.32629/rerr.v1i1.52
Details
| Primary Language | English |
|---|---|
| Subjects | Translation Studies |
| Journal Section | Research Article |
| Authors | |
| Submission Date | October 15, 2025 |
| Acceptance Date | March 9, 2026 |
| Publication Date | March 9, 2026 |
| DOI | https://doi.org/10.47777/cankujhss.1804216 |
| IZ | https://izlik.org/JA46GY85DK |
| Published in Issue | Year 2026 Volume: 20 Issue: 1 |
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• Self-Archiving (Green Open Access) Policy: The Journal permits authors to deposit all versions of their work (submitted version, accepted manuscript, and published version) without embargo. Articles may be archived immediately upon submission or publication in repositories or personal websites without embargo, with full citation.
• Archive and Digital Preservation Policy: The Journal ensures the long-term preservation and accessibility of its published content through permanent digital archiving on the DergiPark platform. Complete archival copies of all published articles are securely stored and made openly available at: https://dergipark.org.tr/en/pub/cankujhss/archive. The journal maintains a complete version history of all submissions and revisions within the online editorial system to ensure transparency and editorial integrity.
• Reader License: Articles are licensed to the public under the Creative Commons Attribution–NonCommercial 4.0 International License (CC BY-NC 4.0), which enables reusers to distribute, remix, adapt, and build upon the material in any medium or format, so long as attribution is given to the author(s). This policy supports unrestricted dissemination, long-term preservation, and compliance with international indexing and open-access standards.
Publication Model: The journal adopts a continuous publication model as of 2026.
Artificial Intelligence Use Policy
• Authors are encouraged to follow responsible practices in generative artificial intelligence (AI). As AI systems may produce inaccurate, incomplete, misleading, or biased outputs, authors must use such tools with caution and ensure the scientific reliability and ethical integrity of the final work. The use of AI tools must not replace the author’s original scholarly contribution.
• We ask authors who use generative AI tools at any stage of their research or manuscript preparation to comply with the Committee on Publication Ethics (COPE) guidelines, Authorship and AI Tools (COPE, 2023).
• In line with the principle of transparency, authors must disclose any use of AI tools, specify the tool(s) used, and indicate the stage(s) of the research or writing process in which they were applied, and authors remain fully responsible for the accuracy, originality, and integrity of all submitted content and must carefully review and verify any AI-generated material prior to submission. AI tools should not be listed as authors or co-authors. All ethical, legal, and intellectual responsibility for AI-assisted content rests with the authors.
• Reviewers must not use AI tools to write or generate their review reports. Uploading manuscript content to generative AI tools is prohibited, as it violates data privacy and confidentiality.
Price Policy
No article processing charges or submission fees for any submitted or accepted articles. All expenses of the journal are covered by Çankaya University. All published content is made freely available under the Creative Commons Attribution–NonCommercial 4.0 International License (CC BY-NC 4.0).
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Sahibi
Sorumlu Yazı İşleri Müdürü
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Baş Editör
Editörler
Yardımcı Editör
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Editorial Advisory Board
Çankaya University Journal of Humanities and Social Sciences
General Manager | Genel Yayın Yönetmeni, Öğretmenler Caddesi No.14, 06530, Balgat, Ankara.
Communication | e-mail: mkirca@gmail.com | mkirca@cankaya.edu.tr
https://cujhss.cankaya.edu.tr/
CUJHSS, eISSN 3062-0112