The subject of the study is the Polish version of the song “Hej, sokoły!” regarded as a multi-dimensional intercultural communicative phenomenon from the point of view of the external and internal contexts and correlations of its individual and social aspects. The analysis has been undertaken using the method of sociocultural interpretation of the external context, the method of information decoding for identifying the author’s intentions and functions of textual symbols. For the systemic and incremental study of the song the author uses the modeling method, in particular, the linear model of communication with considering the constituents: w h o – w h a t – b y w h a t m e a n s – t o w h om. In the framework of this model the article has studied the motives of writing the song, its genre peculiarities. The ways of verbalizing its semantic dominants and the addressee of the song have been determined. The conclusion states that “Hej, sokoły!” is not just a romantic ballad tinged with grief for the lost, but a certain intercultural Ukrainian-Polish phenomenon that teaches not to forget history and given a lesson in patriotism.
The object of the analysis is pragmatic clichés. Their linguistic behavioral nature serves as an example to demonstrate subtleties of Czech-Ukrainian translation and is based on the differentiation of the common and the specific, systemizing the specific which causes most translation difficulties. Among the common features we can specify are: the presence of explicit or implicit performatives in the structure of clichés; speech act specificity; the connection with stereotypical communicative situations and culturally defined standards of behavior; perception of communicative success in different spheres and at different stages; retranslation of ethical and cultural meanings; the obligatory nature of the recipient’s reaction, at least, in the form of ‘received’. The specific is presented as a set of attributes different from the attributes of an analogous unit of the target language; it should demonstrate quantitative and qualitative definiteness. The study shows the way the specific can cause interest, occasionally cognitive dissonance, and cases when it can hinder full-fledged communication. The specific has been described in the context of issues of translation equivalence and adequacy. It has been proved that the vocabulary significative equivalent is only one possibility among the abundance of reference variants connected with specific contexts. Taking verbs as an example, the paper offers possible approaches to rendering grammatical meanings which are abstract by their nature and require taking into consideration different nuances and subtleties, including frequency of usage. Zero equivalence is presented as the highest degree of expressing the specific. This idea is proved using the translations of wishes which include the lexemes рушник (lit. ‘towel/ cloth’) and доля (lit. ‘fate’) in the Ukrainian language. The common and the specific are characteristic for both the linguistic model and the communicative model of translating pragmatic clichés. But it is the specific which offers most resistance in the process of rendering linguistic units.
The article represents the ageism image of older persons, constructed by the Ukrainian media, establishes its components, which are ranked by frequency of use, and also discloses the intentions of mediator of news content. The empirical base of the study was a sample of 296 news messages marked with the sign of ageism and published by the Ukrainian online media during 2020. Ageism meanings were detected at the level of individual lexemes, phrasemes, and broad contexts – the texts or their fragments. The analysis of the sample showed that among 296 news ageism-related messages, the largest group consisted of those that constructed the image of a victim (in total, 75 such messages were found, which amounted 24.4%), then – the image of offender and criminal (44 messages were found that was 14, 3%), a sign of aggressiveness was presented in 40 articles – 13%; respectively, poverty – in 31 articles – 10.1%, unattractiveness – in 23 articles – 7.5%, inadequacy – in 18 materials – 5.9%, disorientation in space – in 15 materials – 4.9%, carelessness – in 15 articles – 4.9%, corruption – in 14 articles – 4.6%, selfishness – in 9 articles – 3.1%, weakness – in 8 articles – 2.7%, loneliness – in 7 articles – 2.3%, hypertrophied thrift – in 7 articles – 2.3% accordingly. The media image of older persons as victims, offenders, with signs of aggressiveness, poverty, unattractiveness, inadequacy, disorientation in space, carelessness, venality, etc. is a manifestation of an unjustified negative attitude towards elderly people, as well as a kind of reflection of communicative priorities of modern mediator and his/her interest in the generation aged 60 and older. Thus, it related to an artificially constructed media reality, the information about which comes from market imperatives, the need to evoke a strong emotional reaction, to take the audience out of an inert state, to excite, and ultimately to increase the number of views.
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