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华中师范大学硕士学位论文从传播学视角看汉语流行语的英译姓名：陈明申请学位级别：硕士专业：英语语言文学指导教师：熊兵201104 中文摘要流行语是指在特定的时间、地点和领域里成为一种流行或者时尚，而且时常被媒体尤其是报纸使用的词语或短语。它是社会、政治、经济、文化的一面镜子，折射出一个社会各方面的发展轨迹。在我国，伴随着三十几年的改革开放，涌现出大量的新的思想理念和新生事物，它们也都无一例外地在流行语中得到了反映。此外，流行语不仅在本国人民和媒体中流行，而且还引起了外国媒体的特别关注，尤其是那些影响较大的流行语。因此，流行语也成为对外传播的一个重要组成部分。流行语的对外传播目的在于向外籍人士宣传介绍中国的新事物和新发展，从而促进沟通、增进理解、发展中外人民的友谊。因此，流行语的研究，特别是流行语的英译研究，对于帮助外籍人士了解中国社会各方面的新动向，促进中外文化交流具有重要意义。但令人遗憾的是，目前国内关于流行语翻译的研究起步较晚，而且为数不多。此外，绝大多数已有研究都是从语言学、文化等传统视角入手的，很少有人尝试流行语的跨学科研究。有鉴于此，本论文拟从一个较新的视角——传播学入手，并以2008--2010年中国国家语言资源监测与研究中心等权威机构和《上海日报》的博客增刊发布的流行语作为基本语料，来探讨汉语流行语的英译。传播学作为一门新兴的学科，为译者提供了更广阔的视角，将其应用于翻译研究的优势在于可以将传播过程中影响译文质量的诸多因素分别予以考虑。本文旨在将这些重要因素应用于汉语流行语英译的研究，以便提高译文质量，增强流行语翻译在译入语读者中的可读性和可接受性，最终达到良好的传播效果，促进中外跨文化交流。关键词：传播学；流行语；汉英翻译n ABSTRACT‘'Buzzwords’’refertowordsorphrasesthathavebecomepopularorfashionableinaparticularfieldduringacertainperiodoftimeinacertainplace，andthatareusedalotinthemedia,especiallyinnewspapers．Asamirrorofthesociety,politics，economics，andculture，buzzwordsreflectthedevelopmentofthesocietyinallrespectsandthechangeofthetimes．InChina,morethanthreedecadesofreformandopening—uphavewitnessedthemushroomofnewthoughtsandthings，whicharelargelyembodiedinbuzzwordswithoutexception．Besides，buzzwordshavenotonlygainedgreatpopularityamongtheChinesepeopleandChinesemedia,butalsodrawnspecialattentionfromtheweaemmedia,especiallyforthoseinfluentialbuzzwords．Forthesereasons，buzzwordsconstituteavitalpartofinternationalcommunication,whichaimsatpublicizingChina’SnewdevelopmentsamongthefomignersSOastopromotecommunication,enhanceunderstanding，anddevelopfriendshipbetweentheChinesepeopleandpeopleofothercountries．Therefore，thestudyofbuzzwords，especiallythestudyofC-Etranslationofbuzzwords，isofgreatsignificancetohelpforeignersknowbetteraboutthenewtrendsofChina’SSOcietyandfacilitateculturalexchangebetweenChinaandothercountries．However,itisregretfulthatthestudyofbuzzwordtranslationstartedlateinChina,andisfarfrombeingwellexplored．Besides，themajorityoftheexistingresearcheshavebeendonefromthetraditionalperspectivesoflinguisticsandculturestudieswhilefewfromthecross—disciplinaryperspeetive．Inviewofthis，thethesisattemptstoanalyzetheC-Etranslationofbuzzwordsfromacomparativelynewperspective---communicationstudiesbasedonthebuzzavordsreleasedbyNationalLanguageReSOurceMonitoringandResearchCenterandotherauthoritativeorganizationsaswellasasupplementaryblogofShanghaiDailyfrom2008to2010．Communicationstudies，asanemergingdiscipline，provideabroaderperspectivefortranslators．11圮advantageofapplyingthecommunicationstudiestothetranslationresearchliesinthefactthatagreatmanyfactorsinthecommunicationprocessthataffectthequalityoftranslationcanbetakenintoconsiderationrespectively．ThepresentthesisattemptstoapplytheseessentialfactorstothestudyofC—EtranslationofbuzzwordsSOastoimprovethequalityofbuzzwordtramlatiom，increasetheirreadabilityandacceptabilityforthetargetreaders， andultimatelyproduceasoundcommunicationeffectpromotecross—eulturalcommunicationbetweenChinaothercountries．Keywords：Communicationstudies；Buzzwords；C-Etranslation ACKNOWLEDGEMENTS1wouldliketotakethisopportunitytoexpressmyheartfeltgratitudetoallthosewhohavehelped,supportedandencouragedme．Myheart-feltthanksgofirstandforemosttoProfessorXiongBing，mysupervisor,forhisunreservedhelp，invaluableadvice，andcompletetrustthroughoutthewritingofthisthesis．Withouthismeticulousproofreadingandrevision,mythesiswouldnotbelikewhatitistoday．MyspecialthanksthengotoMsWenYuanandMissChelaforleadingmgtotheworldofinterpretationand西vingmesomanygoldenopportunitiesforpractic2．Thepainfulyetjoyfuldaysintheinterpretationteamwillremainapreciousmemoryforme．‘IamalsoindebtedtoteacherswhohavetaughtmeandinfluencedmeinthepastsevenyearsintheEnglishdepartmentofHuaZhongNormalUniversity、析mtheirprofoundknowledgeandconscientiousinstructions．Lastbutnotleast,Iamgratefultomyparentsandfi'iendsfortheirgreattolerance，fullsupportandunconditionalloveallthroughtheseyears． ⑨硕士学位论文MASTER’STHESiS1．IntroductionInOxfordAdvancedLearner'sEnglish-ChineseDictionary,buzzwordisdefinedas‘‘awordorphrase，especiallyoneconnectedwithaparticularsubject,thathasbecomefashionableandpopularandisusedalotinnewspapers”(Homby,2004：221)．Asamirrorofthesociety,politics，economics，andculture，buzzwordsreflectthedevelopmentofthesocietyinallrespectsandthechangeofthetimes．InChina,morethanthreedecadesofreformandopening-uphavewitnessedthemushroomofnewthoughtsandthings，whicharelargelyembodiedinbuzzwordswithoutexception．Besides，buzzwordshavenotonlygainedgreatpopularityamongtheChinesepeopleandChinesemedia,butalsodrawnspecialattentionfromthewesternmedia,especiallyforthoseinfluentialbuzzwords．Forthesereasons，buzzwordsconstituteavitalpartofinternationalcommunication,whichaimsatpublicizingChina’SnewdevelopmentsamongtheforeignersSOastopromotecommunication,enhanceunderstanding，anddevelopfriendshipbetweentheChinesepeopleandpeopleofothercountries．Therefore，thestudyofbuzzwords，especiallythestudyofC-Etranslationofbuzzwords,isofgreatsignificancetohelpforeignersknowbetteraboutthenewtrendsofChina’SsocietyandfacilitateculturalexchangebetweenChinaandothercountries．Thegreatsignificanceoftheresearchinbtmzwordsandtheirtranslationenablespeoplefromallwalksoflifetofollowmorecloselythebtmzwords．Forexample，authoritativeorganizationssuch嬲NationalLanguageResourceMonitoringandResearchCenterofChina,BeijingLanguageandCultureUniversity,ChinaAssociationofPressTechniciansandChineseInformationProcessingSocietyofChina,etcjointlyreleases‘‘TopTenChineseBuzzwordsoftheYearinMainstreamMedia'’ofallcategoriesonceayear,includingbtmzwordsofthegeneralcategory,btmzwordsofspecificcategories(e．g．internationalaffairs，domesticaffairs，economics，scienceandtechnology,sociallife，cultureandeducation)，aswellasbuzzwordsofhotspotissuesandspecialsubjects．Meanwhile，asupplementaryblogoftheofficialwebsiteofShanghaiDailyreleaseunofficiallyonceafortnightthelatestbuzzwords，accompaniedbytheirEnglishtranslations．ItcanbesaidthatbuzzwordsreleasedbothofficiallyandunofficiallybythetwoSOurceSproviderichmaterialsforstudyingtheC—Etranslationofbuzzwords． ⑨硕士学位论文MASTER’STHESISHowever,itisregretfulthatthestudyofbuzzwordtranslationstartedlateinChina,andisfarfrombeingwellexplored．Besides，themajorityoftheexistingresearcheshavebeendonefromthetraditionalperspectivesoflinguisticsandculturestudieswhilefewfromthecross—disciplinaryperspective．Inviewofthis，thepresentstudyattemptstoanalyzetheC—Etranslationofbuzzwordsfromacomparativelynewperspective--communicationstudiesbasedonthebuzzwordsreleasedbyNationalLanguageResourceMonitoringandResearchCenterofChinaandotherauthoritativeorganizationsaswellasasupplementaryblogofShanghaiDailyfrom2008to2010．Communicationstudies，asanemergingdiscipline，provideabroaderperspectivefortranslators．nleadvantageofapplyingthecommunicationstudiestothetranslationresearchliesinthefactthatagreatmanyfactorsinthecommunicationprocessthataffectthequalityoftranslationCanbetakenintoconsiderationrespectively．ThepresentthesisattemptstoapplytheseessentialfactorstothestudyofC-EtranslationofbuzzwordsSOastoimprovethequalityofbuzzwordtranslations，increasetheirreadabilityandacceptabilityforthetargetreaders，andultimatelyreachasoundcommunicationeffectandpromotecross-culturalcommunicationbetweenChinaandothercountries．Thethesisconsistsofsixchapters．Chapteroneservesasanintroduction,whichpresentsthebackground，significance，SOUlV冶ofmaterialandpurposeofthepresentresearch,aswellasthemainframeworkofthethesis．ChaptertWOpresentsaliteraturereview,summarizingthepreviousstudiesonbuzzwordtranslmionandcommunicationapproachappliedtotranslmionstudiesinthewestandinChina．Chapterthreeisasurveyofbuzzwords，inwhichthedefmifionofbuzzword,acomparisonofbuzzword，neologismandjargon,themainformationprocessesofbuzzwords，thesourcesandfeaturesofbtmzwordsarediscussedindetail．Chapterfourpreparesatheoreticalbasisforthefollowingdiscussionbywayofmaking趾in协oductiontothecommunicationstudies，communicationprocessandprinciples，andtheapplicationofthecommunicationapproachtotranslation．Chapterfive，themainbodyofthethesis，isdevotedtoadetailedanalysisoftheC-Etranslationofbuzzwordsfromtheperspectiveofcommunicationstudies．ThechaptertracksdowntheproblemsinthetranslationofChinesebuzzwords，presentstheguiding2 principlesgoverningtheC—Etranslationofbuzzwords，introducessixmethodsinthetranslationpractice，andfinallyofferssomesuggestionsfortranslatingChinesebuzzwords．Chaptersix，theconcludingpart,makesareviewandsummaryofthestudy．＼3 2．LiteratureReview2．1PreviousstudiesonbuzzwordtranslationWithChina'simplementationofthereformandopening—uppolicyandthedeepeningofglobalization,Chinahasbeenopeningitsdoormorewidelytotheoutsideworld．Asaresult,trendythingsandnewphenomenakeeppoppingup，whichhelpstoproducealargenumberofbuzzwordsinturn．Underthiscircumstance，anincreasingnumberofpeoplehavebeguntoshowgreatinterestinbuzzwords，includingnotonlytheChinesepeoplewhowanttoke印pacewiththetimesbutalsoforeignerswhodesiretofollowcloselythenewthoughts，newthings，thelatestdevelopmentsandchangesofChina．TosatisfytheirdemandsandmaketheresearchreflectthespiIitofthetimes，somescholarshavecarriedouttentativestudiesonbuzzwordtranslation．Forinstance，ZhangXiangjing(张向京，2004)firstlydiscussedthethreecrucialissueswhichneedtobesolvedinbuzzwordtranslation,namelythetextualmeaningofdecodingbuzzwords，theradiatedmeaningofdecodingbuzzwordsandtheproperhandlingofthepartofspeechofthebuzzwords．WangYing(王瑛，2006)deanwiththeliteraltranslationandliberaltransitionofChinesebuzzwordsfromthecross-culturalperspective．LiaoSheng(廖晟，2008)studiedthetranslationmethodsfromtheculturalperspectiveoflocalizationinthecontextofglobalization．SunNingning(孙宁宁，2009)discussedthecharacteristicsandstrategiesofcontemporaryChinesebuzzwordtranslationfromtheperspectiveofsemanticlinguistics．LiNa(李娜，2009)usedthebuzzwordsfromtheyearof2005to2007asthebasicresearchmaterial，andmadeacomparativestudybetweenEnglishandChinesebtmzwordsbomlinguisticallyandsocial-culturally．Basedonthetheoryofinterculturalcommunication,shecameupwithsomefundamentalguidingprinciplesandmethodsintheC．Etranslationofbuzzwords．Yet,despitetheresearchfmdingsthathavebeenmadeSOfar,itiseasytonoticethatthestudiesofbuzzwordtranslationstartedlateandarestillfarfrombeingwellexplored．Particularly,themajorityoftheexistingresearcheshavebeendonefromthetraditionalperspectiveoflinguisticsorculturalstudieswhileveryfewstudieshavebeencarriedoutfromanovelcross-disciplinaryperspective．4 2．2Previousstudiesoncommunicationapproachtotranslationstudies2．2．1CommunicationapproachtotranslationstudiesintheWestCommunicationtheory,abranchofstudybomoutofpsychology,sociology,journalism，semiotics，linguistics，ere，isanewscienceestablishedinthe1940sintheUnitedStates．Later,ithasbeengradumlyappliedtothetranslationstudiesbywesternscholars．Amongthem,oneofthemostinfluentiMfigureswhohaveadoptedthecommunicationapproachtotranslationstudiesisEugeneA．Nida．Ashemaintained，‘'translationitselfisaverycomplexphenomenonandinsightsconcerningthisinterlingualactivityarederivedfromanumberofdifferentdisciplines，suchaslinguistics，psychology,sociology,culturalanthropology,communicationtheory,literarycriticism,aesthetics，andsemiotics．’’(Nida,1993：155)Apparently,hebegantobeawareofthelinksbetweentranslationandcommunieationstudies．Hefurtheraddedthat‘'communicationtheoryhashelpedtranslatorsseetheimportanceofallthemanyfactorswhichenterintointerlingualcommunication：source，targ吒transmission,noise，setting，andfeedback．”(ibid：163)Later,Nida(2004)proposedthatsincelanguageisessentiallyacodefunctioningforspecificpurposes，wemustanalyzethetranslatingofamessagefromadynamicdimension--acommunicationperspective．Apartfromthat,healsobelievedthat‘‘communicationtheoryhashadconsiderableinfluenceontheworkofKadeandNeubert,andespeciallyontheinsight削studiesofReiss，whosebreadthofapproachhasbeenunusual．’’(Nida,1993：163)AnotherimportantscholarthathastobementionedisWilsswhoarguedthat‘'inaworldbegirmingtodevelopfrommasscommunicationtouniversalorglobalcommunicationandbecomingeVermorecomplexintermsoftechnologyandorganization,translationisbecomingincreasinglyimportantasamediumofinternationalcommunication．”(Wilss，2001：18)Heheldthat‘'theactivityoftranslationispursuedonascalegreatenoughtoeliminatetheproblemsofinternationalcommunication．’’(ibid：17)Themodel“sender-to—receiver'’incommunicationprocessisessentiallyequivalenttothemodel“SOurce-languagetotarget—language’’usedinthetranslationtheory．Thedifferencebetweenthemisthat‘‘interlingualtranslationisaspecialeaseincommunication；itsexceptionalnatureliesinthefactthattwolanguagesareinvolvedinanactoflinguisticcommunication,aSLandaTL，andthesemustbeintegratedfunctionally．’’(ibid：54)5 Toaddafewmorellalllesonthelist,Nordregardedtranslating弱“acommunicativeaction”fNorO,2001：22)；Bell“settheprocessoftranslationinthecontextofhumancommunicationandfinally,providedthesimplestmodeloftheprocess．”(Bell，2001：21)Likewise，Dollerup(2007)viewedtranslationaSanordinaryactofcommunicationandclaimedthatasimplemodelofcommunicationisanappropriatefoundationfordiscussingwhytranslationissuchacomplicatedactivity．2．2．2CommunicationapproachtotranslationstudiesinChinaCommutationstudieshaveexertedconsiderableinfluencenotonlyonthetranslationfieldofwesterncountries，butalsoOilthatofChina,though,comparativelyspeaking，theimpactonthelatterappearslessprominentthanthatontheformer．111efollowingisabriefsummaryoftranslationstudiesapproachedfromcommunicationperspectivebydomesticscholars：LiaoQiyi(廖七一，1997)isthefirstscholarwhoinitiatedthestudyoftranslation、jl，itllallcommunicationapproach．Heappliedinformationtheory,allimportantcomponentofcommunicationstudies，tothestudyoftranslationinanefforttoelaborateontwotranslationapproaches--literaltranslationandliberaltranslationfromanewperspective．LUJun(吕俊，1997)believedthattranslationresearchisasub—branchofcommunicationstudies，SOheiscommittedtodiscussingthereasonsfor,thesignificanceandpossibilitiesofconductingtranslationstudieswithintheframeworkofcommunicationstudies．ZhangJun(张俊，2001)heldthatthecommunicationtheoryoftranslationisanewtheoryintherealmoftranslation,attemptingtodiscussthepositionofthetheoryinthehistoryoftranslatology,itstheoreticaloriginsandachievementsandthesignificanceofadvancingthetheoryoftranslatology．Besides，LiuMiqing(刘宓庆，2003：602)matedthefollowingfigure，fromwhichweearleasilytellthattranslationstudyisaninterdisciplinarysubject．(Figure1)Translationstudiesasallinterdisciplinarysubject6 AccordingtoTangWeihua(唐卫华，2004)，translationprocessisasystemconsistingoforiginator,$ourc宅text，translator，targettext,andtargetaudiencethroughinformationtransmissionfromthecommunicativeperspective．ThetranslatingprocessandthesystemsofSLandTLhaveamutualinfluenceoneachother,affectedbythenoisefromtheoutsideenvironment．Thewholeprocessofcommunicationthroughtranslationisaprocessinwhichtheinformationistransmittedrightlyandthetranslationintentioniscarriedoutbyovercomingthenoiseandaddressingthefeedback．Fromwhathasbeendiscussedabove，itcanbeseenthat,indealingwiththerelationshipbetweentranslationstudiesandeommunicationstudies，westernscholarshavemanagedtocombinethetwostudies，incontrasttowhichmostChinesescholarshaveeitherregardedtranslationstudiesasasub-disciplineofthecommunicationtheoryorconsideredtranslationstudiesasaninterdisciplinarysubjectwhichinvolvesagreatmanydisciplinesincludingcommunicationstudies．7 3．ASurveyofBuzzwords3．1DefinitionofbuzzwordsWhatiSbuzzword?ThisiSthefirstquestionweneedtoaddresswhenwestartwiththestudyofbuzzwords．InLongmanDictionaryofContemporaryEnglish(2004：242)，buzzwordisdefinedas‘‘awordorphrasefromonespecialareaofknowledgethatpeoplesuddenlythinkisveryimportant．”Buzzword，inCambridgeInternationalDictionaryofEnglish(1997：181)，isdefinedas‘‘awordorexpressionthatoriginallyhadatechnicalusebuthasbecomefashionablebybeingusedalot,esp．ontelevisionandinthenewspapers．’’WhileinOxfordAdvancedLearner'sEnglish-ChineseDictionary,buzzwordisexplainedas‘‘awordorphrase，especiallyoneconnectedwithaparticularsubject,thathasbecomefashionableandpopularandisusedalotinnewspaper'’(Homby,2004：221)．AmoreconcisedefinitiongoeslikethisinMerriam·Webster'sCollegiateDictionary(1998：156)，“Buzzwordisavoguishwordorphrase．’’ItiSclearthatthedefinitionsabovesharealotincommonwitheachotherthoughtheexpressionsofeachdiffertosomeextent．Fromthesedefinitionswecallextractsomeofthesharedfeaturesofbtmzwordsasfollows：(1)Buzzwordisawordorphraseorexpression；(2)Itisoftenassociatedwithaparticularareaorsubject；(3)Itisfashionableandpopular；(4)Itisusedfrequentlybythemedia,especiallyinthenewspaper．Takingintoaccountthebuzzwordcorpususedinthethesis，theauthorholdsthatonemorefeatureisalsoworthmentioninghereasfollows：(5)Buzzwordis，moreoftenthannot,confinedtoacertaiilperiodoftimeandacertainplace．Buildingontheanalysisabove，weCallcometothefollowingdefinitionthatbuzzwordisawordorphrasethathasbecomepopularorfashionableinaparticularfieldduringacertainperiodoftimeinacertainplaceandisusedalotbythemedia,especiallyinthenewspaper．3．2Acomparisonofbuzzword，neologismandjargon8 ⑨硕士学位论文MASTER’STHESISTobeginwith,theveryfeaturethatbuzzwordsandneologismsshareinC0111Ⅱ'110nisthatbothofthema陀newlycreatedwordsorwordswithnewmeaningstoreflectthe舶shthings，ideasandphenomenaenteringinthesociety．However,itisthepopularitythatdistinguishesbuzzwordsfromneologisms---buzzwordsenjoyafrequentpresenceinthemedia,especiallyinthenewspaper,and也eyareoftenquotedbytheeom／／lonpeopleintheirdailyconversationeithertoattractpeople’Sattentionortoshowoff．Incontrast,neologiSillsalenotnecessarilypopularamongpeopleandsomeofthemmayprobablyberarelyusedbythecommonpeople，especiallythosetechnicalonesrequitingenormousexpertiseknowledgeinaparticulararea．Withregardtotherelationshipbetweenbuzzwordsandjargons，itisnotdifficulttonoticethatbothofthemaleeoncemedwithaparticularfieldorsubjecLYetthemajordifferencebetweenthetwotermslieswiththepurposeandtargetaudienceoruser．Firstly，buzzwordsaremainlyusedforthepurposeofimpressingothers，whilejargonsalechieflyadoptedtoconducttechnicalandefficientcommunicationsamongspecialistsinparticularfields．Second,buzzwordsareaimedattheeolnmonpeoplewhoargtheprincipalreadersandusers，andthatiswhynewspapersalwaysvie晰meachotherforthereadershipbywayofusingasmanyeye—catchingbuzzwordsaspossible．Unlikebuzzwords，jargonsusuallyhaveawell-definedtechnicalmeaningonlycomprehensibletothespecialists，sotheyarelikelytomakenosensetotheoutsiders．3．3MainformationprocessesofbuzzwordsBuzzwordsareformedmainlythroughthreeprocesses：compounding，shorteningandaffixation．3．3．1Compoundingisawayofjoiningtwoormorefreemorphemestoproduceanewword．Asoneofthemostproductivewaystocreatenewvocabulary,compoundingalsoworksforthecreationofChinesebuzzwords．TakingaglanceattheChinesebuzzwordsfrom2008to2010，wecalleasilynoticethatsuchbuzzwordsas菲律宾人质事件，人民币升值，达沃斯论坛，气候变化，酒后驾车，明星代言，新能源，封口费，学历姐，货币战，ete．areformedthroughtheprocessofcompounding．33．2Shortening9 Shorteningisaword-formationprocessthatcutsoromitspartofanexistingword．Thegreatestadvantageofshorteningisthatitmakeswordssimple，conciseandeasytoremember,whichwellaccountsforpeople’Sextensiveuseofshorteningwhencreatingbuzzwords．TheChinesepeoplealeespeciallyfondofinventingbuzzwordsthroughshorteningtoavoidusingthecompletebutlengthyversions．ShorteningofChinesebtmzwordscanfallintotwocategories：abbreviationandnumericalgeneralization．Abbreviationreferstothewayofforminganewwordbycuttingoromittingsomecharactersoftheoriginal．ItisworthnotingthatabbreviatedChinesebuzzwordsare，sometimes，toopopulartomakepeoplerealizethattheyaleabbreviatedratherthancomplete．Buzzwordssuchas“北京奥运会”and“上海世博会”alethetypicalcasesinpoint．TheygainedpopularitywiththearrivalofthetwosensationaleventsinChina：2008BeijingOlympicGamesand2010ShanghaiWorldExpo，yetfewpeopleareawarethat“北京奥运会”and“上海世博会”aleabbreviatedfor“北京奥林匹克运动会”and“上海世界博览会”respectively．T1lisisthesamecasewiththebuzzword“节能减排”whichisgenerallyregardedasthecompletewordonitsownyetitturnsouttobetheshorteningversionfor“节省能源资源，减少碳排放”．Moreexamplesofthiskindinclude：强拆(强制拆迁)，网申(网上申请)，微博(微型博客)，高铁(高速铁路)，注资(注入资金)，裁员(裁减员工)，甲流(甲型流感)，and打黑(打击黑社会势力)，etc．Numericalgeneralizationisawayofusingfigurestogeneralizeparallelelements．Agoodexampleis“三网融合”，abuzzwordreferringtotheintegrationoftelecommunicationsnetworks,cableTVnetworksandtheInteract．Sincetelecommunicationsnetworks，cableTVnetworksandtheInternetbelongtothreetypesof‘'networks’’that舳parallelwitheachother,itisnaturaltouse‘'three’’togeneralizethosethreespecificnetworks．Likewise，buzzwordssuchas三通(通邮、通航、通商)，双失青年(失业、失恋)，三拍工程(拍脑袋决策、拍胸脯保证、拍屁股走人)，三不女(不逛街、不盲从、不攀比)，and三低男(低姿态、低风险、低束缚)aleinventedthroughnumericalgeneralization．3．3．3AffixationAttixationisaword—formationprocessbyaddingaffixestoastem,usuallyatthebeginningorendofthestem．Thiswordformationprocessalsocontributestothe10 formationofChinesebuzzwords，thoughit’SnotasproductiveasitisinEnglish．Affixationincludesprefixationandsuffixation．Prefixationreferstotheaddingofprefixestotherootstoproducenewwords．Taketheprefix“被-"forexample，itproducesnumerouscatchybuzzwordssuchas“被就业”，“被增长”，“被高速”，“被小康”，“被潜规则”toreflectsomeforcedactionsonthecommonpeopleand也eirdesperatemoodofreluctanceandunwillingness．Otherprefixesmakingafrequentpresenceinthemediainclude“微．”(微博，微时代，微新闻，微投诉，微情书)，“裸．”(裸官，裸捐，裸考，裸博，裸妆)，“闪．”(闪恋，闪婚，闪孕，闪离)，and“软．”(软实力，软外交，软岗位，软裁)，ere．Asopposedtoprefixafion,buzzwordscoinedthroughsuffixation(i．e．theaddingofsuffixestotherootstoproducenewwords)seemtobelargerinquantityandmorefavoredbypeople．Themostpopularsuffixesale“-二代”(官二代，富二代，贫二代，写二代)，“．族”(蚁族，装忙族，月光族，恐归族，追剧族)，“-奴”(房奴，婚奴，孩奴，卡奴，车奴)，“．门”(学历门，艳照门，三聚氰胺门，豇豆门)，“一男”(经济适用男，草食男，便当男，高低男)，“．女”(拜金女，败家女，肉食女，杠杆女，剩女)，etc．3．4SourcesofbuzzwordsBuzzwords，whichmirrorthenewthingsanddevelopmentofthesocietyineveryfacet,callbetracedbacktofivemajorsources，namelychangesinpoliticsandeconomy,developmentofscienceandtechnology,changesinpeople’Sdailylife，emergenceofsignificanteventsandhotspotissues，andculturalexchanges．3．4．1ChangesinpolitiesandeconomyResponsivetothetrendanddevelopmentofthesociety,buzzwordscanpromptlyreflecttheupsanddownsinthepoliticalandeconomicarenaofChinaandtheworld．Therefore，thepoliticalandeconomiceventsoftremendousdomesticorglobalinfluenceCangiverisetoalargenumberofbuzzwords．Forinstance，theyear2008markedthe30manniversaryofChina’Sreformandopening-updrive，anextraordinaryeventinChina’Spoliticalfield．Againstthisbackdrop，buzzwordsassociatedwiththeachievementsandrelevantpoliticalnotionsmadebytheChinesegovernmentinthepastthreedecadescameintobeing,including科学发展观，政府信息公开，公平正义，服务型政府，and创业带动就业，etc．Comparedwiththepoliticalevents，thevolatilityintheworldeconomyisnolessattractive．Whenitcomestotheeconomy,noonewillSOeasilyforgettheglobalfinancialll crisisin2008whichexerteddevastatingimpactsontheworldeconomy．Amidstthesluggishworldeconomysprungupnumerousbuzzwordssuchas雷曼兄弟，金融海啸，经济衰退，信贷紧缩，救市，注资，刺激经济，保增长and实体经济，amongothers．Yetin2010whentheworld龋aduallyescapedfromthedarkcloudsoftheglobalfinancialandbegantoshowsignsofrecoveringduetothestimulusplansimplementedbyallgovernments，theexpression“经济复苏”(economicrecovery)WaSlistedamongthebuzzwordsof2009inthesupplementaryblogattachedtoShanghaiDaily．3．4．2DevelopmentofscienceandtechnologyItisuniversallyacknowledgedthatthisisaninformationageinwhichtheadvancedscienceandtechnologybringabrand·newlooktothewholeworld．Ascountriescompete、析Ⅱleachotherinscienceandtechnologytoenhancetheiroverallnationalstrength,newthingsbegintOemerge，spreadandevenpredominateintheworld,producingaconsiderablenumberofbuzzwords．ThepastfewdecadeshavewitnessedtheemergenceofcountlessnewinventiOIlSandbreakthroughsbothinChinaandintheworld,whichincludetheInternetofthings，highspeedrmlway,smartphone，DSLR(digitalsinglelensreflex)camera,three—dimensionalTV,theintegrationoftelecommunicationsnetworks，cable"INnetworksandtheInteract,spacewalk,hybridelectricvehicle，hadroncolllider,etC．Allthesenewsci-techdevelopmentshavebroughtabouttheappearanceofsuchChinesebuzzwords觞物联网，高铁，智能手机，数码单反相机，3D电视，三网融合，太空行走，混合动力车，强子对撞机，etc．Onethingweneedtobearinmindisthatnotallthenewvocabularycreatedbythedevelopmentofscienceandtechnologywillbecomebuzzwords，forsomehighlyspecializedvocabularyareturnedintotechnicaltermsalmostsolelyusedbyrelevantexperts．3．4_3Changesinpeople’SdailylifeWitlltherapidgrowthofeconomy,andadvancementofscienceandtechnology,tremendouschangeshavetakenplaceinpeople’Sdailylife，whichhavebeenwellreflectedinthebuzzwords．Forexample，theaccelerationofindustrializationandurbanizationputtheyoungpeopleinmetropolitancitiesundergreaterpressureandmakethemfeelmorestressedthanbefore．Faced、杭也thesur#ghousemortgages，12 commodityprices，aswellastheresponsibilityofstartingafamilyandraisingchildren,theyounggenerationcallbarelymakeendsmeet,enslavingthemselvestohousing，renting，creditcards，weddingandchildremStuckinthepain,thewholesociety,particularlyyoungpeoplecalltheirdesperatesituation“slavephenomenon'’(奴现象)inaself-mockingtone，thusgivingrisetosuchbuzzwords嬲房奴，租奴，卡奴，婚奴，孩奴，etc．3．4．4EmergenceofsignificanteventsandhotspotissuesThereisnodenyingthatthenewspapersareapttocoversignificanteventsandhotspotissueswhicharealwaysthefocusofpublicattention．Then,withthepublishingofnewspapersandthespreadingofnews，buzzwordscloselyconnectedtosignificanteventsandhotspotissuesgaintheirpopularitynaturally．Takethe2008BeijingOlympicGamesasanexample．NoonewoulddenythefactthatthisisthefirsteventofitskindthathappenedinChina,adevelopingcountry．Thus，thewholeworldbegantowatchcloselyeverydetailoftheOlympicsGamesinBeijing．Itisduetotheworldwideattentionthatthe2008BeijingOlympicGamesbecomethetalkofthetown,bringingaboutextensivebtmzwordsabouttheevent．BeforetheOlympicGames，buzzwordsrelevanttothetorchrelayandthepreparationmadeforthestadiumsandeventsprovedtobethehighlights，such嬲圣火传递、鸟巢、水立方、北京欢迎你，ctc．SincethebigdayofAugust8，2008，bignamessuchas菲尔普斯、博尔特、刘翔，ere．alsobecameeyecatchersfrequentlyappearinginthenewspaper．Besides，eon仃oversifleventsandhotspotissuesalsoreceivealotofexposureinnewspapers，suchasthesurgeofthehousingpricesinthefn'st-tirecitiesofChina,thenudephotoscandalintheshowbizofHongkong，themelamine·lacedInill【scandal，theserialsuicideofFoxconnemployees，thecookingoilrecycledfromkitchenswillingutters，tonamejustafew．Withthedisclosureofthesehigh-profileissues，relevantwordssuchas蜗居，蚁族，房奴，艳照门，三聚氰胺，问题奶粉，结石宝宝，富士康and地沟油risetopopularity．3．4．5CulturalexchangesThepastdecadeshavewitnessedmoreandmoreculturalexchangesbetweenChinaandothercountriesthankstothereformandopening-updrive，suchasChina’SestablishmentofConfuciusInstituteintheworldandtheincreaSingexchangevisitsof13 studentsandscholars．Asaresult,theChinesepeopleseemtobemoretolerantofforeigncultures。Exposedtodiversecultures，theyareinclinedtoborrowfromtheforeignvocabulary,especiallywhentheywanttoexpressexoticthingsandphenomena．Asmoreandmolepeoplefavorloanwords，someofthemturnintobuzzwordsgradually．Thetrendyword“金砖四国”isagoodcaseinpoint．Itisborrowedfromthecoinedword“BRICs'’inwestelTlcountries，firstproposedbyJim0’Neill，chiefeconomistofGoldmanSachs．Actually,BRICsis锄acronymforthefouremergingeconomiesofBrazil，Russia,IndiaandChina．Popularwordsofthiskindinclude萝莉，极客，爱老虎油，and沙发土豆族，ere．ItshouldbepointedoutthatoftheloanwordssomearcborrowedfromothercountriesthanEnglishs驿akingcountries，particularlyfromJapan．Forinstance，suchbuzzwordsas便当男，小正太，御姐，卡哇伊，草食男，肉食女，腐女族，量贩areborrowedfromtheJapanese．3．5FeaturesofbuzzwordsBeforeelaborating011thetranslationofbuzzwords，itisessentialforUStoidentifythefeaturesofbuzzwords．Generallyspeaking，buzzwordspossessthefollowingthreefeatures：popularity,transience，andnovelty．3．5．1PopularityAsitsdefinitionindicates，buzzwordshavetheprimaryfeatureofpopularity．Theyseemtopervadeeverywhere，making也eirfrequentpresenceinpeople’sdailyconversation,newspapersandwebsitessince廿leyhavethemagicchal'mofarousingpeople’sinterestatfirstsightandgivingthemallimpulsetoputtheeye—eatchingvocabularyintopractiealUSe．Nowonderbuzzwordsalefrequentlytalkedaboutbypeopleofallkinds，fromthegrassrootstothehighbrows，fromthepoortotherich,fromtheyoungtotheelderly．Commonpeople’sindulgenceinusingthevocabulary,inturn,givesthemedia孤impetustoemploythebuzzwords，makingthemSeellinthenewspaperheadlines，heard013theair,intheTVshowsandmovies．Itis，therefore，thehighlyliequentpresenceofbuzzwordsthatmakesthem013thetrackofpopularity．3．5．2TransienceBelieveit01"not,thelifespanofbuzzwordsisrathershort弱italwaysfollowsthelifecyclelikethis：makingtheirappearanee，gainingpopularity,losingpopularity,fading14 awayinpeople’Smemoryoreuteringintothecommoncoreoflanguage．Tobemorespecific，buzzwordsoftenmaketheirdebutwiththearrivalofnewthings，eventsorsocialphenomena．Followedisthepopularityperiodinwhichbuzzwordsappeartobepresenteverywhereandusedexcessivelybynearlyeverybody．Thenasthenewthings，eventsandsocialphenomenafadeorcometoanend,therelevantbtmzwordswillseldombeusedandultimatelyforgottenbythecommonpeople．Exceptionally,somebtmzwordscanescapefromthetragicfateofdyingoutbyturningintoordinarywords．Yetitshouldbeclarifiedthatoncetheyenterthecommoncoreoflanguage，theirlifeisover．Thetransientlifeofbuzzwordscanbebestexemplifiedbytheexpression“万元户”whichwasextremelypopularoncebutnowisbarelymentioned．Ontheotherhand,theone-timeblmzworclssuchas超女，忽悠，上网，博客，白领，etc．havenowsurvivedasc：．)mmonvocabulary．3．5．3NoveltyBynovelty,wehavetwolayersofmeanings．First,buzzwordsareconnectedwithnewthings，eventsandphenomena．Asmentionedbefore，thelateStsignificanteventsandhotspotissuesareoneofthemajorsourcesofbuzzwords．Itwouldbeimpossibleforsuchexpressionsas“十二五规划”and“第六次人口普查”tobecomebuzzwordswithouttheoccurrenceoftheneweventsoftheTwelfthFive．YearPlanandthesixthnationwidepopulationcensus．Second,theexpressionofbtmzwordsisnewandunique．Generallypeoplehavethepsychologyofseekingnovelty．Itistheverypsychologythatmakesthedeviantexpressionsadoredandextensivelyused．Forexample，“蒜你狠，被就业，给力，神马，杯具and雷，固，轴”aleagainstthenormsofChineselanguage，yettheirnoveltyinexpressionenablesthemtomakeahitandbecomethehouseholdbuzzwords．15 ⑨硕士学位论文MASTER’STHESIS4．TheoreticalBasisInthisChapter,abriefintroductiontocommunicationstudieswillbeoffered,followedbythecommunicationprocessandprinciples．Besides，theapplicationofthecommunicationapproachtotranslationstudieswillalsobepresentedasthetheoreticalfoundationforthefurtherstudyoftheC-Etranslationofbuzzwords．4．1AbriefintroductiontocommunicationstudiesThewordcommunicationoriginatedfromtheLatinword‘‘communis’’whichmeans"common"--"thus，weareattemptingtoestablish“conllIlonness’’withotherswhenweareengagedincommunicationbymeansoftryingtoshareideas，information,experienceandattitudesincommunication．Thoughthedefmitionofcommunicationvariesfrompersontoperson,itisgenerallyagreedthat‘‘communicationisaprocessinwhichmeaningisassignedtoa‘message’behaviororevent'’．(Osbom&Motley，1999：4)Toputitinsimplewords，‘‘communication'’meanspassinginformationfromthesendertothereceiver,whilethescienceofcommunicationisaspecialdisciplinethatstudiestherulesofcommunicatingmessage．Establishedinthe1940sintheUS，thecommunicationtheoryisanewdisciplinefolmdedbyWilburSchramm．HeWas，accordingtoWest&Turner(2004)，instrumentalinbuildingacommunicationprogramandestablishingthefirstdoctoralprogramincommunicationstudiesasdirectoroftheInstituteofCommunicatiOIISResearchattheUniversityofIllinois．Apartfromhim,fourotherpioneersalsomadeindeliblecontributionstothestudyofcommunication,whichdeservesabriefmention．LassellWasinstrumentalprimarilyindescribingthecommunicationprocessas‘'whosayswhattowhomthroughwhatchannelwithwhateffect'’(West&Turner,2004：27)．Lazarsfeld’SWasinterestedinstudyingvotingandtheeffectsthatthemediahaveuponvoterpreferences．Lewinmadeastudyonsmallgroupsandthewaytheyfunctionwhilelastly,Hovlandexploredattitudechangeandinvestigatedtheextenttowhichlong-andshort—termrecallinfluenceallindividual’Sattitudesandbeliefs．11lefourinfluentialfigm'esbroughttothestudyofcommunication,asSchramm(1997)claimed，“asenseofurgencyandchallengethathadnotbeentherebeforethem'’(quotedinWest&Turner,16 2004：28)．Overthepastfewdecades，thecommunicationtheoryhasbeenamongthefastest-growingfieldswithdiversebranchesandschools．PhilosopherThomasKuhn(1970)statedthat‘‘amarkofamaturedisciplineistheestablishmentofauniversalmodel，orparadigm．”(ibid：28)However,itisnotthecaseinthecommunicationfield．Establishingauniversalmodel，i．e．acorecommunicationtheoryisvirtuallyimpossible，forthediverseperspectivesinthecommunicationstudiesrepresentmultiplewaysofviewinghumanbehavior．BroadanddiverseasthedisciplineofcommunicationiS，ithasbeentraditionallydividedintoseveralareas，namelyintrapersonalcommunication,interpersonalcommunication,smallgroupcommunication,organizationalcommunication,publiccommunication,masscommunicationandinterculturalcommunication．Howevernumeroustheyare，thefundamentalprocessandprinciplesofcommunicationworkforeachofthemmoreorlessthesame．4．2CommunicationprocessCommunicationisaprocesswhichinvolvestheinteractionofmanyinterrelatedelementstoachievedesiredgoals．ItiSnecessarytoascertainthecommunicationprocessbeforediscussinghoweachelementinvolvedincommunicationworks．Lasswell(1948)proposesthatacommunicationprocessinvolvesfiveinterdependentelements：whosays，saywhat,inwhichchannel，towhomandwithwhateffect,whichcanbeillustratedasbelow．(Figure2)(quotedin刘宓庆，2003：582)Scholarsfind,however,inlaterstudytwoshortcomingsinLawwell’Smodelofcommunicationprocess．Foronething，themodelfailstoincludetheelementoffeedbackSOthatbothpartiesinvolvedinthecommunicationhave110waytoassessandimprovethecommunication．Foranother,themodeltakesintonoconsiderationtheexternal17 environment(political，economic，cultural，ere)inwhichthecommunicationtakesplace．Inviewofthis，thepreliminarymodelhasbeenenrichedasthefollowing．F叠ammi,avi删Kxttmtlll霉nVⅡ口n矗蹦(Figure3)(adaptedfromBittner,1986：30)Asisshowninthemodel，thecommunicationprocessstartswiththesourcehavingathoughtoranideatotransmit．Then,hecognitivelytranslatesthethoughtorideaintoa‘'message”，aformthatmaybeperceivedbythereceiver．Afterm她themessageneedstobecarriedtothereceiverthroughallappropriate‘'channel”，spokenorwritten．Oncereceivingthemessage，thereceivermustdecodeitbytranslatingitbackintothoughts．Followedbydecoding，thereceiversendsbackhisresponse，whichistermedas“feedback'’，tothesource．Duringtheentirecommunicationprocess，themessageissubjecttotheinterferenceoftheexternalenvkonmenLknownas‘'noise'’．Themostcommoncriterionforevaluatingthecommunicationeffectisthedegreetowhichthereceiver’Sunderstandingandresponsematchthesource’Smeaningandpurpose．Inotherwords，toachieveasuccessfulcommunicationthereceiverneedstohavesufficientsharedknowledge、析mthesourceandminimizethenoisewithallhismight．ItdeservestobenotedthattheprocessisacycliconeinwhichthereceiverturnsintotheSOUrC冶whensendingbacktheresponseandtheSOurcebecomesthenewdestinationwhenreceivingtheresponse．4．3CommunicationprinciplesFromwhathasbeendiscussedabove，itisapparentthatsuccessfulcommunicationisnotaseasyasitSounds，forthecommunicationeffectsdependonsuchinterrelatedfactorsasmessage，channel，receiverandnoise．Thereisnosuchthingatallasasimple andeasilyforeseeablerelationshipbetweenthemessagecontentitseffect．Yet,itispossibletoidentifywhatmightbecalledthe‘‘conditionsofSuccess’’incommunication,bywhichWemealltheconditionsthatmustbefulfilledifthemessageistoarouseitsintendedresponse．Schramm(1955：13)setsdownfourprincipleswhich,嬲hethinks，arefourconditionsforasuccessfulcommunication嬲follows：(1)ThemessagemustbeSOdesigneddeliveredastogaintheattentionsoftheintendeddestination．(2)Themessagemustemploysignswhichrefertoexperielleecommontosourc,edestination,SOasto‘屯etthemeaningaCrOSS．”(3)Themessagemustarousepersonalityneedsinthedestinationsuggestsomewaystomeetthoseneeds．(4)mmessagemustsuggestawaytomeetthoseneedswhichisappropriatetothegroupsituationinwhichthedestinationfindshimselfatthetimewhenheismovedtomakethedesiredresponse．LetUSgointospecificsonebyolleastotheabovecommunicationprinciples：IntermsofPrinciplel，WeusuallyhavefarmolemessagesavailablethanwepossiblyacceptOrdecode．SowechooseonlythemessagesthatmeetOUrneedsprovokesOUrinterest,whicharcdonechieflybasedOnOUrintuition．Itmeansthatacueinthemessagematters，beitanovelword,aheadline，apictureOrsimplyadifferentsound．Ifthecuedoesnotattractpeople，也eymaynotevennoticethemessage，letalonedecodingthem．Therefore，toachievesuccessfulcommunicationWeneedtoequipappealingcues、析mthemessagewhenwetrytodesigndeliverthemessage．Principle2impliesthatindesigningthemessageWeshouldnotonlyspeaktheSarllelanguagewimthereceiverbutalsoseeexperiencetheworldfromtheirperspective．Inotherwords，thesenderthereceivershouldbeinperfecttulle晰theachother．ThecsseIlCeofPrinciple3isthatthemessageshouldmeetthereceiver’sdemandsofattitudesvalues，forthefirstrequisiteofaneffectivemessageisthat“itrelatesitselftooneofOUrpersonalityn∞dr—theneedsforsecurity,status，belongingness，understanding，freedomfi'omconstraints，love，freedomfromanxiety,andSOforth．”(Sehramm，1955：14)Besides，weliveingroups．IfthemessageisdesiredtoItrOUSecertainresponses，it19 shallconformtothegroupstandardsbywhichwelive．Wefireseldomawareofthegreatimpactthegroupstandardshaveonus，butwetendnottomaketheexpectedresponseinthecommunicationifourgroupsdonotapprove．ThisiswhatPrinciple4aimstoconvey．Tosumup，inordertoachievesuccessfulcommunicationweneedtoknowtherightcuesofdesigningamessage，thelanguagetobeunderstood，theattitudesandvaluesappealingtothedestinationandthegroupstandardsbywhichthedesiredresponsewillbearoused．Fromthiswecanalsonoticewithoutdifficultythattheintendeddestinationorthereceiverisatthecoreofthecommunicationprinciples．4．4ApplicationofthecommunicationapproachtotranslationThemajorelementsinthecommunicationprocessalsoworkforthe仃anslationprocess．Herebythetranslationprocesswillbeanalyzedwithacommunicationapproachthroughadetaileddiscussionofthemajorelementsinvolved：author,message，channel，translatoLtargetaudience，feedback,andnoise．4．4．1AuthorIthasbeenmentionedearlierthatthecommunicationprocessbegins、航mtheSOHrC2havingathoughtoranideatotransmit．Similarly,thetranslatingprocessstartswiththeauthorofthesourcetextwhoproducesthetextmessage．Nevertheless，inthecommunicationprocess，thesourceisofirreplaceablesignificancebecause“inselectingelementsandstructureofbothcodeandcontent,thesourceproducerhasmanydecisionstomake，manyavailabilitiestochoosefrom．”(Berlo，1960：60—61)AsopposedtothestatusoftheSOurce，theauthorofthesourcetextplaysamoreflexibleroleinthetranslationprocess，whichlargelyreliesonthegenreofthetext．Forexample，thestatusoftheauthordifferswidelywhentranslatingscientificworksandbuzzwordsrespectively．Intranslatingscientificworks，theauthorplaysapredominantpartbecauseeverythingreflectinghismeaningandstylebetakenintoaccount,includinghischoiceoftechnicalterms，sentencetypes，figureofspeech,etc．Incontrast,theauthorisinthesecondarypositionwhentranslatingbuzzwords，forthecomprehensionandacceptanceofthereceiverisofgreaterimportance．4．4．2Messageisdefinedas‘'thephysicalproductthatthesourceencodes’’(Dominick, ⑨硕士学位论文MASTER’STHESIS2003：5)．Fromthemessagealwaysderivemultiplemeaningswhichmightbedifficulttogetacross，formeaningisratherslipperyinitself．Amessageoftenhas晰thitbomdenotativemeaningandconnotativemeaning，whichistrueforbothcommunicationprocessandtranslationprocess．Thus，whentranslatingatextmessage，weneedtoproperlydealwithnotonlythesurfacemeaning，butalsotheimpliedandculturalmeaning．4．4．3ChannelChannelsarethewaysinwhichthemessagetravelsfromthesourcetothereceiver．neyareofvarioustypes，includingvisualchannels，audiochannels,olfactorychannelslikeaircurrentcarr洳gmessagestoournosesandeventactilechannelstransmittingmessagethroughtouch,justlikethetransmissionofbraille．Intermsofthetranslationprocess，thechannelsshouldcatertothehabitsofthetargetaudiencesastoreceivingnewinformation．Generallyspeaking，newspapers，radios，Tvandtheintemetarethemostwidespreadchannelsthroughwhichthemessagetravelsfromtheauthortothetargetaudienceinthecour∞oftranslation．4．4．4TranslatorThecommunicationprocessusuallytakesplacewithinasinglelanguage，SOthereisnotranslatortospeakof．Butthisdoesnotmeanthatthecommunicationapproachisnotapplicabletotheprocessoftranslation．Instead，thetranslatortakesontheresponsibilityofboththereceiverandthesource，receivingthemessagefromtheSOUrCeontheonehand,andsendingthereproducedmessagetothetargetmldienceasanotherSOurceontheotherhand．Interestingly,inpracticaltranslationtheWanslatorhasaveryactiveroletoplaywhichisknownas“gatekeeper'’，animportantconceptincommunicationstudiesfirstemployedbyAustrianpsychologistKurtLewintoreferto“individualsorgroupsofpersonswhogovemthetravelsofnewitemsinthecommunicationchannel’’(quotedinBittner,1986：13)．LaterthedefinitionWasexpandedas‘'anyonewhoCanstoporalteramessageellroutetotheaudience'’(Vivian,1991"20)．AgatekeeperCallbeafilmproducerwhocutsascenefromtheor_ighaal，anewspapereditorwhochoosesthestoriesthatfitthenewspaperfromhundredsofstoriesandanetworkc宅nsorwhodeletestheinformationthatissexuallyexplicit，ere．Thegatekeepingrolesinthetranslationprocess21 a陀slightlydifferentfromthoseinthecommunicationprocess，whichareembodiedasbelow：Thetranslatorhastheabilityto(1)limittheinformationhereceivesbyeditingtheinformationbeforesendingittothetargetaudience；(2)expandtheinformationhereceivesbysupplementingessentialfactsorviews；and(3)reorganizeorreinterprettheinformatiOIL4．4．5TargetaudienceLikethereceiverinthecommunicationstudies，targetaudienceisthepersonwhoreceivesthemessagefromtheauthorthroughthetranslator．Heisatthegoreofbuzzwordstranslationforthereasonthatthecomprehensionandacceptanceofthetargetaudiencedirectlydeterminethetranslator’Schoiceoftranslatingmethods．Asaresult，thepriorityshouldbegiventotargetaudienceinthecourseoftranslationwithconsiderationsoftheirlanguagenorms，culturalbackground,readinghabitsandthinkingmodes．Itisworthwhiletoaddthatthetargetaudience’Sunderstandingandresponsemaynotmatchthesender’Smeaningandintention,affectedbythetranslator’Sfailuretoproperlydealwiththetargetaudienceandnoisethatwillbetoucheduponlater．4．4．6Feedbackreferstothereceiver’Sresponsetothesource’smessage，indicatingitseffects．Itvirtuallyinvolvesareversedprocessofcommunicationwithwhichtheoriginalreceivertakestheturnofsenderwhiletheoriginalsenderbecomesthereceiver．AccordingtoDominick(2003)，feedbackhasbeentraditionallyclassifiedintotwotypes．"positivefeedbackandnegativefeedback．Generallyspeaking，positivefeedbackfromthereceiverencouragestheongoingcommunicationbehaviorwhereasnegativefeedbacktendstochangeandevlffnterminatethecommunication．Itistruethatfeedbackisoneoftheprimarywaysinwhichambiguitiesanduncertaintiesaboutthemessagealearticulated．However,inthetranslationprocess，feedbackbetweentheSOUrceandthereceiverisnoteasytoachieveanditisoftendelayed，ifany．Inotherwords，thetranslatorislesslikelytogettheimmediatefeedbackfromthetargetaudience．Underthiscircumstancethetranslatorcanonlyresorttomakingpresumptionsofthetargetaudience’Smostpossibleinterpretationofandreactionstothemessagebeforetranslating，basedonwhichtoworkoutthetranslation． ⑨硕士学住论文MASTER’STHESIS4．4．7NoiseTheelementsabovemayjeopardizetheeffectsofcommunicationunlesstheyarecarefullyhandled．Ontopoftheseelements，thereisanotherfactorthatiscrucialtothecommunicationeffects：noise．Noiseisanythingthatinterferes、斩Ⅱlthedeliveryofmessage．Alittlenoisemightpassasunnoticed,whiletoomuchnoiselIligbtkeepthemessagefromreachingitsreceiver．NoiseCallbedividedintoexternalnoiseandinternalnoise．Theformeroneistheinterferencefromtheexternalenvironmentjustlikethesuddentelephoneringinterruptingone’Sreadingofanarticle；andthelatterrefersto‘"thepsychologicalandsociologicalfactorsthatmayaffecttheproductionorinterpretationofourmessages”(Osbom&Motley,1999：14)．Whenitcomestothetranslationprocess，theinternalnoisecomingfromthedifferencesinlanguagenorms，culturalbackgrounds，readinghabitsandthinkingmodesamongdifferentpeoplesisofourmajorconcern．Toachieveeffectivebilingualcommunication,theinternalnoiseresultingfromthelinguistic，culturalandpsychologicaldifferencesintwolanguagecommunitiesshallbeminimized． ⑨硕士学住论文MASTER’STHESIS5．C．ETranslationofBuzzwords：ACommunicationStudiesPerspectiveTllischapterwillfocusontheC-Etranslationofbtmzwordsfromtheperspectiveofcommunicationstudies．Problemsinthetranslationofbuzzwordswillbepresentedinthefirstplace．Then,theguidingprinciplesintranslatingChinesebuzzwordswillbeputforwardonthebasisofthecommunicationprinciplesandsomemajorelementsinvolvedinthecommunicationprocess．AfterthatsomemethodsintheC-Etranslationofbuzzwordswillbeintroducedandillustratedwithabundantexamples，followedbywhicharesomesuggestionsofferedfortranslatingChinesebuzzwords．5．1ProblemsintheC．Etranslationofbuzzwordsnisnowonderthatbuzzwords，whichtrulyreflectacountry’Snewthings，latesttrends，hottopics，andpopularphenomenainallaspects，aregreatlyfavoredbythecommonpeoplewhoarealwayslookingforchancestoquotethemintheirconversationsSO觞toimpressothersorshowoff．Urgedbytheambitiontointroducethesebuzzwordsintheirowncountryabroadandletthewholeworldknowtheircountry’Slatestdevelopment,alargenumberofChinesepeoplebegintoengageintheC-Etranslationofbuzzwords．ItisagainstthisbackgroundthattranslatingChinesebuzzwordsbecomesafashion,whichhelpstobringaboutavarietyoftranslatedversions，goodorbad,widespreadontheInteract．netranslationofChinesebtmzwordsis，ofcourse，ofparamountsignificance弱ithelpstopromoteculturalexchange，mutualunderstanding，friendlycommunicationbetweenChinaandtherestoftheworld．However,therearemanyproblemsintheexistingC—EtranslationofbttzzwordswhichdeserveOUrdueattention,otherwisetheimpropertranslationofChinesebuzzwordsareverylikelytogiverisetooffense，misunderstanding，andevenhostilityamongdifferentpeoples．Generally，problemsintheexiaingC—EWanslmionofbuzzwordsfallintotwomajorcategories：misunderstandingoftheoriginalandmisrepresentationoftheoriginal．5．1．1MisunderstandingoftheoriginalInmanycases，theproblemswhichoccurinthetranslationofChinesebuzzwords24 areattributedtothetranslator’Smisunderstandingoftheoriginal．Asweknow,havingcorrectunderstandingofthesourcetextisthefirststeptoasuccessfultranslation,sincethetranslatoris，firstofall，thereceiverofthesourceinformationbeforehereproducestheinformationandsendsittothetargetaudience．Manytranslators，however,turnouttotakeforgrantedthesurfacemeaningofthebuzzwords，unabletorecognizetheconnotativemeaningthatthebuzzwordssupposedtoconveygenuinelyAsaconsequence,thetranslatorsmakeahastydecisiontotranslatetheChinesebuzzwordsliterallyaccordingtotheirsurfacemeaningwithoutthinkingtwiceabouttheimpliedmeaningoftheoriginal．Atypicalcaseinpointisthetranslationofthebuzzword“欺实马”into“dishonesthorse．”Ironically,theorigirlalbuzzwordhasnothingtodowithhorse，butissimplyapunontheChinesephrase“七十码”(70kilometersperheur)．TheexpressionoriginatesfromthehighlycontroversialincidentthatayoungmanwhodroveabovethespeedlimitkilledapedestrianinHangzhouinMay,2009，butthepoliceinitiallyinsistedthecarwasonlygoingat70kilometersperhour．Laterthevideocamerafootageshowedthedriverwastravelingwayfaster．Afterthat,thefuriousnetizensusethepunnyword“欺实马”toimply70kilometersperhourforthepurposeofridiculingthepolice’Sblatantlie．Evidently,thepreviousversionof‘‘dishonesthorse'’wasaresultofthetranslator’Smisunderstandingoftheori#nal．Aftermakingcleartheinsandoutsoftheincident,itissuggestedthatthebuzzwordbetranslatedas‘‘abarefacedlieof70kilometersperhour．’’WhatismolebizarreisthemisWanslationofthetwobuzzwords“毕加索”and“居里夫人”，whichisduetothemisunderstandingoftheiractualintendedmeaning．Itisclearthatthetwona／neshavelongbeenconventionallytranslatedinto‘‘Picasso’’and‘'MarieCurie．”However,whenusedasbuzzwords，theyare，ineffect，punson‘'closeandlocked(闭加锁)”and‘'stayinthehouse(居里)”respectively．Bothofthemalejokingtermsreferringtotheyoungpeoplewhostayintheirresidenceandpursueobsessiveinterests，particularlyvideogames，comicbooksandanimationmovies，ere．Giventheirintendedmeaning，wecantranslatethetwobuzzwordsinto‘‘stay-at-homemail9’and“stay-at-homelady'’respectively．Onemoreexampleisthebuzzword“官二代”。whichisoftenrenderedinto‘"thesecondofficialgeneration'’，whichmisleadspeopleintobelievingthatthechildrenof0伍cialsboundtobeO伍cials．Butthisisnotnecessarilythecaseinreality,forthe O伍cials’childrenhavealotmolechoicesofcareerthanbecominganO伍cial．Itisthetranslator’Sfailuretorealizetheambiguityintheoriginalbuzzwordthatmakeshimunderstanditinthewrongway．Takingitsactualmeaningintoaccount,wecansimplyputthisbuzzwordinto“childrenofofficials．’’Examplesasabovearetoomanytoenumerate．Theinappropriatetranslationsofbuzzwordscausedbythetranslator’SmisunderstandingoftheoriginalnotonlyleadstotheinfidelityofthetranslationbutalsoimpedestheSUCCCSSflllcommunicationbetweentheoriginalauthorandthetargetaudience．‘5．1．2MisrepresentationoftheoriginalAfterhavingaclearunderstandingoftheori#nalbuzzword，thetranslatorwillsetaboutrepresentingitsmeaningforthetargetaudience．Standinginthemiddleofthetranslatingprocessistheunavoidablebarricade‘‘noise'’thatmaypreventthetranslatorfromreproducingthemessageintelligiblyandacceptablytothetargetaudience．Thenoise，particularlytheinternalnoiseusuallyresultsfromthedifferencesinlanguagenorms，culturalbackgrounds，readinghabitsandthinkingmodesamongdifferentpeoples．Theignoranceofinternalnoisewillinevitablyleadtothetranslator’Smisrepresentationoftheori#nal，makingthecommunicationbetweenthesourceauthorandthetargetaudienceabigfailure．Forinstance，thebuzzword“吐血推荐”hasbeenliterallytranslatedinto‘'blood—spittingrecommendation'’，butitdoesnotmeanthatasitsounds．Apparently,“吐血”inChineseismerelyanexaggeratedwaytomean‘"withmaximumsincerity'’．Thefunnyandstrangeversionof‘'blood—spittingrecommendation'’should,undoubtedly,beascribedtothetranslator’Smisrepresentationoftheori曲：1alduetohisignoranceofthefactthatthereisnosuchexpressioninEnglishandthegenerally—acceptedcollocation诵mtheword‘'recommendation'’is“strong'’．Inthissense，“strongrecommendation'’issurelyamoreacceptableversion．Likewise，thebuzzword“伪娘”hasbeentranslatedinto‘'pseudogirl’’inmanyauthoritativenewspaperslikeChinaDailywhenacontroversialmannamedLiuZhu(刘著)earnedhisfameovernightbydressingandmakingupasawomaninthetalentshow“HappyBoy'’(快乐男声)．mversion‘'pseudogirl”seemsperfectatthefirstglance，yetitcannotwithstandcarefulthinking．Theword‘'pseudo’’isnormallyusedtoindicatethat ⑨硕士学位论文MASTER’STHESISsomethingisnotthethingitisclaimedtobe，SOitcannotcollocatewith‘'girl”．Thus，‘'pseudogirl’’doesnotfitthelanguagenorminEnglishandthereadinghabitoftheEnglishreaders．Amoreacceptableversionmightbe“cross—dresser．”5．2GuidingprinciplesintranslatingChinesebuzzwordsOnthebasisofthecommunicationprinciplesandsomeessentialelementsinthecommunicationprocessdiscussedearlier,theauthorformulatessomeguidingprinciplesgoverningthetranslationofbuZzwords，whichisexpoundedasfollows．5．2．1FidelityTotranslate，inessence，isaprocessofcommunication,whichisintendedtoreproducethesourcemessageinanotherlanguage．AsmentionedinChapter4，amessageusuallyhasbothdenotativemeaningandconnotativemeaning．Therefore，whentranslatingtheChinesebuzzwords，thetranslatorhastobefaithfultotheoriginalinboththedenotativemeaningandtheconnotativemeaning．If,insomecases，thedenotativemeaningoftheoriginalbuzzwordisdifficulttopreserveorthetransitionofthedenotativemeaningmightcon_fusgthetargetreaders，thetranslatorshall，atleast,tryhisutmosttopreserveitsimpliedmeaningorconnotativemeaningoftheoriginal．5．2．2IntelligibilityAsisstipulatedinthesecondcommunicationprinciplementionedearlier,themessagemustemploysignswhichrefertoexperiencecornmontosourceanddestination,soasto“getthemeaningacross．”(Schramm,1955：13)Therefore，theintelligibilityofthetranslatedversionmeansalotindeterminingthequalityoftranslmion．Ifthetransitionisfilledwithtoomanyincomprehensibleelements，theinternalnoisewillarise，makingthetargetreadertoodiscouragedtokeepreading．Andconsequently，theirpotentialfeedbackcallbeanticipatedtobepoorandthecommunicationeffectwillbeundesirable．Inbrief,inthepracticeofbuzzwordtranslationthetranslatorshouldtryhisbesttoavoidusingwordsandexpressionsthatmightmakenosensetothetargetreader．5．2．3AppealAccordingtothefirstcommunicationprinciplementionedearlier,themessagemustbeSOdesignedanddeliveredastogaintheattentionsoftheintendeddestination． (Schramm,1955：13)Thatistosay,thetranslatorneedsto，ifpossible，makehistranslmionappealtothetargetreadersinthefirstplace．ThisisespeciallySOinbuzzwordtranslation,嬲mostoriginalbuzzwordsarequiteattractivetothegeneralpublic．Therefore，eye-catchingelementsinthetranslationaremorelikelytocatchthetargetreaders’attentionandlurethem．Ontheotherhand,ifthetranslationhasnoappealatall，itwillmakepeoplefeelsomewhatboredandmightdiverttheirattentionfromit．5．3MethodsintranslatingChinesebuzzwordsInordertoachievedesiredpublicityeffectsoftheChinesebuzzwords，wecanapplytheguidingprinciplesabovetothetranslationpracticeSO笛toovercometheproblemslyingintheprocessoftheirtranslation．Besides，basedonthecommunicationstudies，weshallalso，whendoingthetranslation,takeintoconsiderationtheessentialelementsinvolvedincommunicationprocesssuchasthefidelitytothemessage，theroleofthetranslator鹊gatekeeper,thecomprehensionandacceptanceofthetargetleader,thetargetreader’Spossiblefeedbackandtheinternalnoisecomingfromthelinguistic，culturalandpsychologicaldifferencesinChineseandEnglishcommunities．Inthefollowingpart,sixmajormethodsintheC-Etranslationofbuzzwordswillbeintroducedwithallelaborateanalysisoftypicalexamplesfromtheperspectiveofcommunicationstudies．5．3．1BacktranslationAsdiscussedinChapter2，丽mChinaopeningitsdoortotheworldmore、^，idelythanbefore，theChinesebuzzwordscomingfromforeignvocabularyhavebeenontheincrease．Asamatteroffact,manyChinesebtmzwordsareloanwordsborrowedfromotherlanguages，Englishinparticular,嬲aresultoftheculturalexchangesbetweenChinaandEnglishspeakingcountries．Therefore，fortheseChinesebuzzwords，thebestmethodtotranslatethemistoreverttotheoriginalEnglishversions，whichiscalled‘'backtranslation'’intechnicalterms．Thereisnodoubtthatbyemployingthismethod,wecanwellachieveintelligibilityandacceptabilityintranslation,嬲therewillbenosuchthing嬲internalnoisestandinginthewayofcommunication,sincethetranslationsareoriginalEnglishexpressionsthatfirstcameintobeingintheEnglishculturalbackground．Naturally,thetranslationswillfitthelanguagenormsofEnglish,thereadinghabitsandthinkingmodesoftheEnglishreaders．TaketheChinesebuz_zword“赴死坑”asanexample，itisrightlytranslatedback28 ⑨硕士学位论文MASTER’STHESISinto‘‘Foxconm’’TheChinesephrase，whichliterallymeans‘‘gofordeathpit,’’hasasimilarpronunciationasFoxconn(whoseofficialtranslationis富士康)．“赴死坑”isactuallythejocularandsarcastictransliterationofFoxconn,awell-knownTaiwancompanymakingiPodsandotherpopulargadgetsinwhich12ofitsemployeesarereportedtohavecommittedsuicidebyjumpingoffthecompany'sbuildings．Nowonderthecompanyissarcasticallylabeled“赴死坑”，suggestingthatthecompanyislikeapit,ifyoufallintoit,yourlifewillbeputatstake．Admittedly,whentranslatingthisbuzzword,wehavenOotherbetterwaythantranslatingitbackintoitsoriginalEnglishname“Foxconn'’．Givenitsjocularandsarcasticflavor,theauthorsuggeststhatwemigiataswelltranslate“赴死坑”into‘'mass—grave—likeFoxcorm．棚Inthisway,thetranslationconveysboththesurfacemeaningandtheimpliedsarcasmoftheoriginal，henceitsfidelitytotheoriginalmessage．Besides，thetranslationisintelligibletothetargetreadersforitenablesthetargetreaderstonotonlyrecognizeimmediatelythecompanyreferredto，butalsoassociateitwiththeserialsuicidescandal．What’Smore，thecoinedexpression‘'mass—grave—like”issonovelthatithasgreatappealtothetargetreaders．Fromtheangleofcommunicationstudies，suchatranslationisnotlikelytoproduceinternalnoiseforthetargetreadersorcausenegativefeedback,andthereforewillbringaboutasoundcommunicationeffect．AnotherexampleisthetranslationoftheChinesebuzzword“广告植入”．Weoftentakeitforgrantedthat“广告植入”isoriginallyaChineseexpression．ButinfactitisaloanwordborrowedfromtheEnglishexpression‘'productplacemem'’．It,accordingtol研lu'pedia(2011)，refersto“aformofadvertisement,wherebrandedgoodsorservicesaleplacedinacontextusuallydevoidofadvertisements，suchasmovies，thestorylineoftelevisionshows，ornewsprograms．’’Productplacemembecameacommonpracticeinthe1980sinsomewesterncountries，whileitcameintopopularityinChinaonlyuntilrecentyears．Therefore，itisbesttorendertheborrowedChinesebuzzwordbackintoitsorigina卜一‘'productplacement'’．BydoingSO，thetranslatorcansavehimselfthetroubleofgatekeeping，andmaketheversioncompletelyfaithfultotheoriginalandfullyintelligibletothetargetreaders．Furthermore，since‘'productplacement’’isanoriginal回Amassgrave：agravecontainingmorethanonehumancorpse．Massgravesareusuallycreatedafteralargenumberofpeopledieorarekilled,andthereisadesiretoburythecorpsesquickly．This锄occuraftereitheranaturaldisaster,outbreakofdisease，genocideorwar．··-——WikipediaEnglish29 ⑧硕士学位论文MASTER’STHESISEnglishversion,theinternalnoiseisunlikelytoarise，whilethefeedbackfromthetargetleaderscanbeexpectedtobepositiveandthecommunicationbetweentheauthorandthetargetreaderwillbeasuccess．MoreexampleswhichCanbehandledwi廿lthemethodofbacktranslationinclude：空巢(emptynest)，智能手机(smartphone)，阿凡达(Avatar)，三明治一代(sandwichgeneration)，沙发土豆族(couchpotato)，烘焙鸡(homepage)，地球-d,时(EarthHour)，巧经济(smarteconomy)，爱老虎油(Iloveyou)，极客(geek)，萝莉(10li)，黄金降落伞(goldenparachute)，不景气时装(recessionista)，小妞电影(chickflick)，etc．5．3．2EmployingEnglishequivalentsandnear-equivalentsItiswidelyadmittedthatthereareconsiderabledifferencesbetweentheChinesepeopleandwesternersintermsoflanguage，culture，customs，lifestyles，thinkingmodesandSOon．Inspiteofthesedifferencesweshouldnotoverlookthefactthatbothpeoplessharealotincommon．Asamatteroffact,‘'whatpeopleofvariouscultureshaveincommonisfargreaterthanwhatseparatesthemonefromanother．”(Nida,1982：9)Thus，whendoingtheC·Etranslationofbuzzwords，itispossibleforUStofindtheEnglishequivalentsornear-equivalentsoftheoriginal．Byusingthismethod,thetranslatordoesnothavetodothegatekeepingjob，fortheemploymentofequivalents01"near-equivalentswilllargelyexcludeanyinternalnoisethatmayinterferewithasuccessfulbilingualcommunication．Besides，itcailbepredictedthatthetargetreader’ScomprehensionwillbeachievedtothelargestextentbecausetheEnglishequivalentsaresofamiliarandeasytounderstandtothem．ThismethodcallbewellexemplifiedbythetranslationofChinesebtu_zword“家期”or“宅假期”，whichisrenderedas“staycation'’．Atthefirstglance，peoplewillmistakethetranslationasthetranslator’sdeliberateeffortsofblendingthewords“stay'’and‘"vacation'’insteadoftheoriginal’SequivalentinEnglish．However,“staycation'’turnsouttobeanEnglishneologlsmforaperiodoftimeinwhichanindividualorfamilystaysandrelaxesathome，ortakesvacationsintheirowncountry,possiblytakingdaytripstoscenicspotsnearby．StaycationwaspopularintheUSduringthefinancialcrisisof2007-2010andalsobecameapopularphenomenonintheUKin2009asaweakpoundmadeoverseasholidayssignificantlymoreexpensive．AccordingtoWikipedia(2011)， thetermwasaddedto2009editionofmeMerriam—Webster'sCollegiateDictionary．Coincidentally,“staycation'’meansnearlysanlewithChinesebuzzword“家期”or“宅假期”，thustheyaleunquestionablyapairofequivalentsforeachother．Owingtothisequivalentrelation,thetranslatorisexemptfromgatekeepingtaskandsuccessfullyavoidsinternalnoisethatmigiathindertargetreaders’comprehensionandacceptanceofn．aIlslation．Fortranslationitself,itisfaithfultooriginalmessageandintelligibletotargetreaders．What’Smore，theblendingfeatureofexpression“staycation'’isSOeye-catchingthattargetreadersareverylikelytobeattracted．AllthesewillcontributetoSUCCeSsfulbilingualcommunicationinthistranslation．Moreexamplesofthiskindincludesuchbuzzwordsas救市(bailout)，婴儿肥(babyfat)，封口费(hushmoney)，装嫩(actyoung)，ere．Intranslation,employingtheseEnglishequivalentsenablestranslatortofulfillguidingtranslationprinciplestogreatestdegree．Nevertheless，itmustbenotedthatcompleteEnglishequivalentsare，afterall，quitefewinreality．Inthiscase，thenear-equivalentsthathavemoreorlesssameconnotativemeanings嬲theChinesebuzzwordsyet耐msomedifferencesindenotativemeaningCanalsobeemployed．Takebuzzword“奉子成婚”forexample，twotranslationsofwhichhavebeenfoundonline．Oneis‘'baby-before-marriage’’，andotheris‘‘shot-gunmarriage’’．Thefirstone，thoughconveyingmessageofChinesebttzzword,doesnotconformtolanguagenormofEnglishforitisnotusualwayEnglishpeopleexpressconnotationthat‘'peoplepushforwardtheirweddingduetoallunexpectedpregnancy'’，thusgivingrisetointernalnoiseandmakingtargetreadershavesomedifficultyinunderstandingandacceptingit．Astosecondversion“shot-gunmarriage”，despiteadifferentimageemployed,itnotonlycarriessaIneconnotationasoriginalChinesebuzzworddoesbutalsofitstargetreaders’conventionalwayofexpressingsameidea．Asaresult，nointernalnoisewillarisetopreventtargetreadersfromacceptingit．Inaddition,thetranslationisfaithfultoconnotativemeaningoforiginalandintelligibletotargetreaders，whichachievesguidingtranslationprinciplesoffidelityandintelligibility．Moreexamplesinwhichnear-equivalentsareemployedinC—Etranslationof3l buzzwordareasfollows：校园招聘(milkround)，碰出火花(chemistry)，潜规则(castingcouch)，小白脸(toyboy)，万人迷(heartbreaker)，拜金女(materialgirl)，伪娘(cross．dresser)．5．3．3LiteraltranslationLiterMtranslationreferstoatranslationthatfollowscloselytheformofthesourcetext．Thistypeofmethodisespeciallyapplicabletothetranslationofbuzzwordsthroughwhichtheoriginalformandcontentmaybothberetained，makingtheversionnotonlyfaithfulbutalsoappeal(foritsexoticflav00tothetargetreaders．LetUSlookattheChinesebuzzword“犀利哥”thathasbeenextremelypopularin2010．ItreferstoavagrantinNingbo，ZhejiangProvince，whobecameallonlinecelebrityafterapasser-bypostedhispicturesonlineinwhichheappearedtohaveahandsomeandcoolfaceandaseeminglyfashionabledressingstyleinhisrags．WhatmakeshimSOspecialandfamoUSalehissharplooksfromhiseyes，whichisthemajorreasonforhisnickname．Astoitstranslation,wecanliterallyrenderthisinto“BrotherSharp”，whichcapturesthemostprominentfeatureofthisperson．EventherenownedBritishnewspaper刀LPIndependentadoptedthisversionwhenreportingthislegendaryfigure．ThisWanslationiswidelyacceptedformanyreasons．Firstly,itisfaithfultotheoriginalmessageinboththeformandthecontent．Secondly,thoughitmaybearguedthatthisliterallyhandledversionwillstrikethetargetreadersasoddorunintelligible，andSOunacceptable，yetwhenreadingthereportsaboutBrotherSharpinthewesternmedia,thetargetreaderscanalwaysfindatypicalphotoofhimwithhissharpeyesandfashionably—dressedragsaccompanied．Accordingly,thetargetreaderswillhavelittletroubleinunderstandingthetranslation,andthe‘‘oddness’’oftheversionmayturnouttobe“exoticism'’whichmayappealtotheforeignreaders．Thirdly,thestructureunderlyingtheexpression‘'BrotherSharp’’fitsthenormofEnglishnanlessuchasthefamoUSliteraryfigures“UncleTom”and“SisterCarrie'’．Fromtheperspectiveofthecommunicationstudies，thetranslatorjUStfollowscloselytheorigimlform,withouthavingtoexpand,limitorreinterprettheoriginalinformationasagatekeeper,andproduceslittleinternalnoisewiththeheIpofthepicture．Therefore，thefeedbackfromthetargetreaderscanbeexpectedtobesatisfactory,whichsignalsaneffectivecommunication．32 ⑨硕士学位论文MASTER‘STHESISAnotherexampleisthetranslationoftheChinesebuzzword“慢城’，．whichmeans“acityfeaturinglesstraffic，noiseandasmallpopulationthatallowsitsresidentstoliveahealthylifeataslowpace．’’Itissuggestedthatthebuzzwordberenderedwordforwordinto“slowcity”，whichisfaithfultotheo啦rjnalinbothformandcontent．Besides，themeaningofthetranslationisnotdifficulttounderstandforthetargetreaders．Moreexamples：过度包装(over-packaging)，流动人口(floatingpopulation)，低碳春节(10w-carbonSpringFestival)，梦中情人(dreamlove)，二手短信(second—handSMS)，软外交(softdiplomacy)，试消费(trialconsumption)，失恋假(heartacheleave)，美容觉(beauty-enhancingsleep)，人际泡沫(interpersonalbubble)，回头率Oaead-tumingrate)，零投诉(zerocomplaint)，百搭简历似l—fittingresume)，道德扶贫(moralpovertyrelief)，网申(applyonline)，减压经济(pressure—alleviationeconomy)，二次污染(secondarypollution)，etc．Itmustbenotedthat,insp沁ofitsadvantages，thismethodisbynomeansflawless．Forinst锄Ce，totranslateliterally“脑抽”into‘'brainspasm'’isnotagoodchoiceinthattheChineseoriginalanditsEnglishversionconveycompletelydifferentmessagesintwolanguages．“脑抽”isaratherrudeexpressionusedbyyoungChinesenetizenstodescribemetaphoricallyapersonwhoactsorspeaksinallinsanewayasifheorsheweresufferingfromcerebralspasms．ButinEnglish‘'brainspasm'’justreferstothesymptomofbrainpainwithoutanyconnotativemeanings．Inthistranslation,theabsenceofthes锄econnotativemeaninginthetargetlanguageproducesgreatinternalnoise，causingmisunderstandingsforthetargetreadersandaffectingthesuccessfulbilingualcommunication．53．4F聆etranslationIntheabovecaseof“脑抽”，asitisnearlyimpossibleforthetargetreaderstounderstandtheliterallyhandledversion,wemayaswelladoptadifferenttranslationmethodbyrenderingtheoriginalliberally．Liberaltranslation,alsoknownas“freetranslation'’，isaflexiblewayoftranslationwhichtriestoretaintheessentialmeaningoftheoriginalwithoutcaringabouttheform．Insimplewords，itisa∞nse-for-sensetranslation．Theadvantageofthismethodliesinthetargetreaders’soundcomprehension．Let’Slookattheexamplesof“毕加索”and“居里夫人”onceagain．Translatingtheminto“stay-at-homeman'’and“stay-at-homelady"isagoodexemplificationoffree33 ⑨硕士学位论文MASTER‘STHESIStranslation．Itisquiteeasytounderstandandacceptfortheforeigners．Thoughtheformsoftheori舀nal—thenatllesofthetwofamousfiguresarelost,thesacrificeisonthewholeworthwhile．TakeanotherChinesebuzzword“山寨”f．0rinstance．Translatingitliterallyinto‘'mountainvillage'’doesnothelptoachieveeffectivecommunication，foritfailstoconveytheconnotativemeaningoftheoriginal，i．e．aninexpensivecopyofanythingthatiswellknownorpopular,includingknownproducts，programs，eventsorevenarchitecture．InChinaDailyitwastranslatedinto“copycat'’，whichseemstobeexcellentatthefirstsightbutdoesnotholdwateraftercarefulthinking,aS“copycat”refersto‘‘apersonwhocopieswhatsomebodyelsedoesbecausetheyhavenoideasoftheirown'’(Homby,2004：373)，whichisquitedifferentfromtheintendedmeaningof“山寨”．Anotherversionis“shanzami”，atransliterationfoundinsomewesternmedia．Yet,thisversiondoesnotconformtothelanguagenorms，theculturalbackgroundandthereadinghabitsoftheEnglishreaders，thusproducinghugeinternalnoiseforthem,affectingtheircomprehensionandacceptanceultimately．11bauthorofthepresentthesissuggeststhatthe“山寨”befreelyrenderedinto“cheapcopiesoffamousbrands”，whichisfaithfultotheoriginalinmeaningandunderstandabletothetargetreadersinexpression．Inthisway,thetranslatorplaysaveryimportantroleasagatekeeperinthebilingualcommunicationbymeansofreinterpretingandreorganizingtheodginalmessage，whichhelpstominimiTethepossibleinternalnoisecausedbytheabsenceofsimilarphenomenoninwesterncountriesandavoidnegativefeedbackfromthetargetaudience，thusachievingasoundcommunicationeffect．’Therenderingofthebuzzword“潜水”isalsoagoodillustrationoffreetranslation．“潜水”asabuzzworddoesnotmean“diving'’asitseems，butreferstothefactthatsomeonlinevisitorsonlymadremarkspostedbyothersinthechatroombutnevercontributetothetalk．Liberallytranslatingitinto‘‘lurkonline'’meetsthetargetreaders’demandsforfidelityandintelligibility．Besides，throughreinterpretingandreproducingtheoriginal，thetranslatoreffectivelyavoidstheliteraltranslationthatmightleadtothetargetreaders’incorrectunderstandingoftheoriginal．Furthermore，thefreelyhandledversionissoeasytocomprehendandacceptforthetargetleadersthatapositivefeedbackfromthetargetaudienceandasmoothbilingualcommunicationcanbeexpected． Onemoreexampleisthetranslationoftwohouseholdbuz_zwords“杯具”and“洗具”whichweresopopularin2010．Literally,theyreferto“cupware”and‘'washingware’’respectively,butineffecttheyarehomophonesof‘'tragedy'’and‘'comedy'’inChinese．BothofthemhavegainedpopularityovernightamongtheChinesenetizensasexaggeratedandhumorousexpressionstoreplacetheirnormalwayofwriting．Iflranslatedliterallyinto“cupware'’and‘'washingware”，theabsenceofthesimilarbackgroundofthehomophonesinEnglishwillcausegreatinternalnoiseforthetargetreadersandmakethemextremelyconfused．Inviewofthis，itisadvisabletorenderthetwobuzzwordsinto‘'tragedy'’and‘'comedy'’byemployingthemethodoffreetranslation．Inthisway,thetranslatorCanontheonehandavoidinternalnoise，bringaboutapositivefeedbackandaneffectivecommunication；andontheotherhandfulfilltheguidingmmslationprinciplesoffidelityandintelligibility．Othersimilarexamplesincludesuchwordsas神马(what／everything)and稀饭(1ike／befondof)whichareliberallytranslatedinsteadofliterallyrenderedas‘'magichorse'’and‘'porridge．”5．3．5ExplanatorytranslationExplanatorytranslmionmeanstranslatingthroughexplaining．Itisusuallyusedtogether、)l，imliteraltranslationtomakethetranslationmoreexplicittothetargetreaders．ThismethodisespeciallyapplicablewhentheChinesebuzzwordspossesssomeuniquecultural，socialortechnicalelements，whichareprobablynewandunfamiliartothetargetreaders，andSOhavetobemadeclearwithexplanation．Forthetranslator,he，asagatekeeper,isresponsibleforsupplementingnecessaryinformationforthetargetreaders．Otherwise，thealienpartoftheoriginalwillcausegreatinternalnoiseforthetargetreaders，bringingaboutnegativefeedbackandacommunicationfailure．Forexample，“三拍工程”isatypicalbuzzwordwithChinesecharacteristics．ItreflectsaratherbadphenomenonuniquetoChina,i．e．aprojectthatislaunchedwithlittlestudyonitsfeasibilityandoftenendsup诵也disaster．Becauseofthelackofsimilarsocialphenomenoninwesterncountries，inthetranslatingprocesstheinternalnoiseisverylikelytoshowUP，preventingthetargetreadersfromcorrectcomprehension．Inthissituation,thetranslatorcanbringhisroleofgatekeeperintofullplayby,asismentionedinChapter4，‘"expandingtheinformationhereceivesbysupplementing35 ⑨硕士学位论文MASTER’STHESISessentialfactsorviews”totheoriginalSOaStobridgetheinformationgap．ThisisconducivetoapositivefeedbackfromthetargetreadersandaSOundcommunicationeffect．Intheverycaseof“三拍工程”，itcanberenderedwithanadditionalexplanationofwhat‘"three-pat(--拍)”actuallyimplieslikethis："three—pat”project("three·pat'’referstothephenomenonthatdecision—makerspattheirheadtomakearashdecision,pattheirchesttomakeallemptypromiseandpatthedustofftheirbottomsaStheyleavethedisastrousprojectbehindthem)．Theversionisnotonlyfaithfultotheoriginalinformandcontent,butalsocomprehensibletothetargetreaders．Inaddition,thecoinedexpressionof‘'three-pat'’mightarousethetargetreaders’curiosityandattractthemtofigureoutitsintendedmeaning．Thus，alltheguidingtranslationprinciplesoffidelity,intelligibilityandappealarewellachievedinthistranslation．Anotherexampleisthetranslationof“直升机父母”．Itsliteraltranslation‘'helicopterparents'’，vividaSitis，willmakethetargetreadersfeelgreatlypuzzledaboutitsmeaning．Thus，thetranslatorhastodohisdutyasagatekeeperbyaddingtheconnotativemeaningof‘'helicopter(直升机)"totheoriginal．Withthemethodofexplanatorytranslation,thisbuzzwordgallberenderedinto‘'helicopterparents(overprotectiveparentslikeahelicopterhoveringabovetheirchildren’Shead,closelywatchingtheirbehavior,andalwaysreadytosolveproblemsforthem)．’’Thisversionissatisfactoryinthat,first,thetranslationpreservesthevividimageoftheoriginal，andconveysitsconnotation而nlthehelpoftheexplanatorynotes．Thus，itisfaithfultotheoriginalinbothformandcontent．Second,theexplanationhelpsthetargetreaderstounderstandtheconnotativemeaningof‘'helicopter'’，SOit’Sintelligible．Lastly,thephrase‘'helicopterparents”mightstrikethetargetreadersas舭shandnovelSOthatitmayarOUSetheircuriositytofindoutitsmeaning，whichmakestheversionappealtothem．Therefore，theguidingprinciplesoffidelity,intelligibilityandappealareallwellachieved．Onemoreexampleistherenditionof“赤脚律师”．ThisbuzzwordreferstopeoplewhostudySomelawindependentlyandnevergetalawdegreeorobtainalicensetopractise，butwhononethelesshelpvillagersunderstandthelaw,andseekjusticethroughthecourts．Ifitishandledliterallywithoutappropriateexplanation,theversion(barefootlawyeOwillbeallGreektothetargetreaders，aS‘'barefoot'’and“赤脚”donotsharethesameconnotativemeaningintwolanguages．Formtheangleofcommunicationstudies， thistranslationevokestheinternalnoise，thusaffectingthetargetreaders’correctunderstanding．Toavoidtheinternalnoiseandbringaboutasuccessfulcommunication,thetranslatorissuggestedtoworkasagatekeeperbyadoptingtheexplanatorytranslationapproachandtranslatethebuzzwordinto‘'barefootlawyergrassrootsconsultantsnoteeaifiedbutofferinglegalassistancetofarmers．”Similartotheabove-mentionedtwoexamples，theversioncanwellachievetheprinciplesoffidelity,intelligibilityandappeal．However，itmustbeadmiredthatthemethodofexplanatorytranslationisnotimpeccable弱itseems，fortheexplanatorynoteisadouble—edgesword：ithelpsthetargetreaderstounderstandthemeaningoftheoriginal，yetitslen舀卜iftoogreat—mightdistractthemandmakethemloseinterestintheversion．Inshort,thisapproachshallbeadoptedwithcaution．5．3．6BlendingtranslationOriginally,blendinginlexieologyreferstoawordformationprocessthroughwhichnewwordsaleformed‘'bycombiningpartsoftwowordsorawordplusapartofanotherword'’(张维友，2006：82)．Forinstance，“smog'’isformedbycombining“smoke'’and‘‘fog’’，while‘‘sitcom'’istheresultofpuRing‘‘situation'’and‘‘comedy'’together．BlendingcanalsobeadoptedasatranslationmethodintheC—Etranslationofbuzzwords．Apparently,blendingIranslationislargelybasedonliteraltranslation．Themostdistinctdifferencebetweenthemisthatthetranslatorhastorearrangetheliteraltranslationbycombiningitspartstogetherifhedecidestouseblendingtranslation．Generallyspeaking，blendingtranslationisSOnovelinitsformthatitiseasytoarrestthetargetreaders’attention．So，ithasstrongappealforthetargetreaders．Nevertheless，theirregularorunfamiliarformofthetranslationisusuallyunpredictableforthetargetreaders，sothattheymightfailtorecognizethecompleteformofthetranslation．Ifisthecase，theinternalnoisewillemerge，preventingthetargetreadersfromunderstandingandacceptingtheversion．Despitethis，wecannotdenythefactthatsometimesblendingtranslationCanworkwonders．Thehandlingof“手机博客”(i．e．blogspublishedonawebsiteviaamobilephone)isagoodcaseinpoint．Byemployingtheblendingtranslationmethod,wecanrenderitinto‘'moblog",aportmanteauof‘'mobile’’and‘'blog'’．Soitisquitefaithfultothe37 ⑨硕士学位论文MASTER’STHESISoriginalinmeaning．Besides，thisversionisnotlikelytocauseinternalnoiseforthetargetreadersbecause、)I，imtheincreasingpopularityofthesocialnetworkingandmicro-blogservicesuchasTwitterandFacebookinwesterncountries，sendinginstantmessagestotheblogviamobilephonehasbecomeafashionforthetargetreaders．Againstthisbackground，theycaneasilyrecognizetheversion‘'moblog'’andunderstanditsmeaning．Furthermore，thenovelformoftheversionwillbeverycatchyforthetargetreaders，arousingtheirinterestinthebuzzword．Tosummarize,theguidingtranslationprinciplesoffidelity,intelligibilityandappealarebasicallyfulfilledinthistranslation．Effectiveasitis，themethodofblendingtranslationshouldbeused丽ttlcaution．Let’Stakethebuzzword“秒杀”asanexample．ThiswordWasoriginallyusedinonlinegameswhensomeplayerswerekilledinasecond．ItnOWreferstoagroupofInternetshoppersbiddingzealouslyforauctionitemssecondsbeforethedealisclosedinordertogainagoodbargain．Sometranslatorscreativelyrenderitinto“seckill’’byblending“second”and‘'kill”together,whichmaybeconsideredasallingeniousandfaithfultranslation,butitsacceptabilityislargelyquestionable．Chancesarethatthetargetreadersmaynotbeabletoidentifytheblendedcomponentsof‘‘second"and‘'kill’’andthereforearelikelytofailtointerpretitsmeaningduetotheinternalnoisecomingfromtheirregularformoftheword．Asaresult,thefeedbackfromthetargetreaderswillprobablybepoorandthebilingualcommunicationwillturnouttobeafailure．Inbrief,thismethodoftranslationisverylikelytobringaboutversionswhichareunrecognized,incomprehensibleandunacceptabletothetargetreadersduetotheinterruptionoftheintemalnoisecomingfromthedifferencesinlanguagenorms，culturalbackground,readinghabits，andthinkingmodes，etc．Thus，thetranslatorhastothinktwiceaboutthepossibleinternalnoiseandthetargetreaders’potentialfeedbackbeforeadoptingblendingtranslation．Moreexamples：splog(spare+blog)for垃圾博客，blook(blog+book)for博客书，ringxicty(ring+anxiety)for手机幻听，sprummer(spring+summer)for春夏季，agflation(agriculture+inflation)for农业通胀，andpambassador(panda+ambassador)for熊猫大使，ete．5．4SuggestionsfortranslatingChinesebuzzwordsInthefirstsectionofthischapter(5．1)，twomajorproblemsintheC-Etranslationof38 ⑨硕士学位论文MASTER‘STHESISbuzzwordsarepresented：misunderstandingoftheoriginalandmisrepresentationoftheoriginal．Inthefollowingpart,somesuggestionswillbeofferedinaccordancewiththekeyconceptionsofcommunicationstudiesandtheguidingprinciplesgoverningbuzzwordtranslation．Firstofall，themisunderstandingoftheoriginalisacommonproblemforthetranslatorsinWanslatingbuzzwords．Itleadstoallunfaithfultranslationandthetargetreaders’misconceptionabouttheoriginal．Inviewofthis，beforetranslatingthebuzzwords，thetranslatorisadvisedtomakefullpreparationinordertounderstand也eirmeanings，whichinvolvesconsultingtheinteme_t，newspapersandmagazinesandidentifyingtheirSOUrceS．Then,heshouldmakeeveryefforttomakecleartheassociatedincidentsandconnotationsofthebuzzwords，ifany．Italsoneedstoberemindedthatthetranslatorshouldnevertakeanybuzzwordforgranted，forsomebuzzwordscanbeverytrickywithitsdisparatesurfacemeaningandconnotativemeaning．Afterall，thetranslator’Saccurateunderstandingoftheoriginalisaprerequisiteforagoodtranslationandasoundcommunicationeffect．Secondly,themisrepresentationoftheoriejnalalsofrequentlyoccursinbtu_zwordtranslation,whichposesabigchallengeforthetranslators．Trackingdownitscauses，WewillfmdthattheinternalnoiseswhichcomefromthedifferencesinlanguageSOl'ms，culturalbackgrounds，readinghabitsandthinkingmodesamongdifferentpeoplesaretoblame．Therefore，itiSessentialthatthetranslatortakeintofullconsiderationallthepossibleinternalnoisesandmakepredictionsaboutthepotentialfeedbackfromthetargetreaders．Tllisrequiresthetranslatortohaveagoodcommandoftwolanguagesandcultures．Iftheinternalnoisecannotbeavoided，itshouldbeminimizedasmuchaspossibleatleast．Forthetranslator,tominimizetheinternalnoise，heCan伽fillhisdutyasagatekeeperbyexpanding，limiting，reinterpretingorreorganizingtheoriginalinformation．Onlywhenthetranslatortakesintofullconsiderationtheinternalnoise，targetreaders’possiblefeedbackandhisroleasagatekeeperwillasmoothcommunicationbetweentheoriginalauthorandthetargetreadersbeensured．Inaddition,workingoutthetranslationisbynomeanstheendofthetranslatingprocess．Instead,afterthetranslationindone，itisthetranslator’Sresponsibilitytopaycloseattentiontotheactualfeedbackfromthetargetreaders，particularlythenegativeone．Basedonthefeedback,thetranslatorcanmakecertainmodificationsoftheexisting ⑨硕士学位论文MASTER‘ST15ESISversionsSOastoimprovethetranslationandbetterthecommunicationeffects．Tosumup，inordertoworkoutagoodtranslationandbringaboutasuccessfulbilingualcommunieatiort,thetranslatorshouldfirstofallcorrectlyunderstandtheoriginalbuzzwordsbymaking伽lpreparations．Then,heshouldtranslatethembymakingthebestnseofitsroleofgatekeeperandtakingintoaccountsuchfactorsastheinternalnoiseandthepossiblefeedbackfromthetargetreaders．Finally,heshouldkeepimprovinghisversionaccordingtotheactualfeedbackfromthetargetreaders．OnlyinthiswayCanthetranslatorachieveasoundtranslationandensurgasmoothcommunicationbetweentheoriginalauthorandthetargetreaders． ⑨硕士学位论文MASTER’STHESIS6．ConclusionAsismentionedearlier,theChinesebuzzwordsmirrorthelatestdevelopmentandtrendsoftheChinesesocietyineveryfacet．WiththemiraculousriseofChinaforthepastthreedecades，moltandmollforeignershavebeguntoshowgreaterdesiretoknowaboutChina,especiallythelatestdevelopmentofChina；andChinesebuzzword，amongotherthings，offersawonderfulchanneltogettoknowtheChinesesocietyforthem．That’Swhythestudyofbuzzwordtranslationhasattractedtheattentionofagoodmanyscholars．Yetmostofthemhavemadethestudyfromtheangleoflinguisticsandculturestudies，whilefewfromabroadercross-disciplinaryperspective．Giventhis，theauthordidtheresearchontheC-Etranslationofbuzzwordsfromafreshperspectivecommunicationstudies，sincetheprocessofcommunicationandthatoftranslationhavesomuchinconlmon．Groundedonthecommunicationprinciplesandtheimportantelementsinvolvedinthecommunicationprocess，theauthorproposesthreeguidingprinciples，sixtranslationmethodsandsomesuggestionsforC-Etranslationofbuzzwords．Itmustbeadmittedthatthepresentresearchisbynomeansimpeccable．Althoughthestudyisdonefromarelativelynewperspective，thefactthattherehavebeenveryfewstudiesconcernedwiththeC—Etranslationapproachedfromtheperspectiveofcommunicationstudiesimposesacertaindegreeofdifficultiesontheauthortosearchforandconsulttherelevantliteraturefrompreviousstudiesforreference．What’Smoll，althoughthecollectionoftheChinesebuzzwordsandtheirWanslationsisrelativelyeasy,searchingforusefulandrepresentativeonesdemandspainstakingefforts．Asaresult,thematerialpresentedinthisstudymaylackacertaindegreeofadequacyofrepresentation,whichmayresultinthelackofinterpretativepowertosomeextent．Inspiteofthis，itisstillhopedthatthethesiswillbeofsomehelptothetranslationofbuzzwordsandwillencouragemollscholarsinthisfieldtodevotemoreeffortsforthesystematicstudyofbuzzwordtranslationSOastobetterpromotetheculturalexchangesbetweenChinaandwestemcountries．41 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