PRAGMATIC AND LINGUACULTURAL CHALLENGES IN THE TRANSLATION OF MEDIA DISCOURSE (ENGLISH–UZBEK PERSPECTIVE)

Abstract

This article investigates the pragmatic and linguocultural challenges involved in the translation of media discourse between English and Uzbek languages. It is argued that media texts are inherently shaped by communicative intent, sociocultural context, and genre-specific discourse conventions, which significantly influence translation adequacy. The study reveals that divergences in implicature, evaluative stance, and culturally bound references often lead to pragmatic shifts in the target text, thereby affecting the intended communicative effect. Particular attention is paid to the role of pragmatic adaptation as a functional strategy aimed at preserving illocutionary force and ensuring equivalence at both semantic and pragmatic levels. The findings suggest that successful translation of media discourse requires not only linguistic competence but also deep intercultural awareness and discourse sensitivity. Consequently, pragmatic adaptation is proposed as a key mechanism for achieving communicative equivalence in English–Uzbek media translation.