Research Article

For the Target or for the Market? Translation of TV Show Titles from the Perspective of Skopos Theory

Volume: 20 Number: 1 March 9, 2026
EN TR

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

References

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Details

Primary Language

English

Subjects

Translation Studies

Journal Section

Research Article

Publication Date

March 9, 2026

Submission Date

October 15, 2025

Acceptance Date

March 9, 2026

Published in Issue

Year 2026 Volume: 20 Number: 1

APA
Çavuşoğlu, E. (2026). For the Target or for the Market? Translation of TV Show Titles from the Perspective of Skopos Theory. Cankaya University Journal of Humanities and Social Sciences, 20(1), 100-115. https://doi.org/10.47777/cankujhss.1804216
AMA
1.Çavuşoğlu E. For the Target or for the Market? Translation of TV Show Titles from the Perspective of Skopos Theory. CUJHSS. 2026;20(1):100-115. doi:10.47777/cankujhss.1804216
Chicago
Çavuşoğlu, Ebru. 2026. “For the Target or for the Market? Translation of TV Show Titles from the Perspective of Skopos Theory”. Cankaya University Journal of Humanities and Social Sciences 20 (1): 100-115. https://doi.org/10.47777/cankujhss.1804216.
EndNote
Çavuşoğlu E (March 1, 2026) For the Target or for the Market? Translation of TV Show Titles from the Perspective of Skopos Theory. Cankaya University Journal of Humanities and Social Sciences 20 1 100–115.
IEEE
[1]E. Çavuşoğlu, “For the Target or for the Market? Translation of TV Show Titles from the Perspective of Skopos Theory”, CUJHSS, vol. 20, no. 1, pp. 100–115, Mar. 2026, doi: 10.47777/cankujhss.1804216.
ISNAD
Çavuşoğlu, Ebru. “For the Target or for the Market? Translation of TV Show Titles from the Perspective of Skopos Theory”. Cankaya University Journal of Humanities and Social Sciences 20/1 (March 1, 2026): 100-115. https://doi.org/10.47777/cankujhss.1804216.
JAMA
1.Çavuşoğlu E. For the Target or for the Market? Translation of TV Show Titles from the Perspective of Skopos Theory. CUJHSS. 2026;20:100–115.
MLA
Çavuşoğlu, Ebru. “For the Target or for the Market? Translation of TV Show Titles from the Perspective of Skopos Theory”. Cankaya University Journal of Humanities and Social Sciences, vol. 20, no. 1, Mar. 2026, pp. 100-15, doi:10.47777/cankujhss.1804216.
Vancouver
1.Ebru Çavuşoğlu. For the Target or for the Market? Translation of TV Show Titles from the Perspective of Skopos Theory. CUJHSS. 2026 Mar. 1;20(1):100-15. doi:10.47777/cankujhss.1804216

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