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Chistova E.V. [Eco-cognitive modeling as a new method of research languages and civilizations interaction in the translation context (using the example of Russian-Chinese marketing translation)] World of Science. Series: Sociology, Philology, Cultural Studies, 2023, Vol. 14, No. 3. Available at: https://sfk-mn.ru/PDF/07FLSK323.pdf (in Russian).

Eco-cognitive modeling as a new method of research languages and civilizations interaction in the translation context (using the example of Russian-Chinese marketing translation)

Chistova Elena Viktorovna
University of World Civilizations named after V.V. Zhirinovsky, Moscow, Russia
E-mail: kovelena82@mail.ru
ORCID: https://orcid.org/0000-0002-4016-7935
RSCI: https://elibrary.ru/author_profile.asp?id=717002

Abstract. The paper provides the justification for the failure of traditional translation research methods in connection with the significant transformation of production processes in the modern translation industry and with the reorientation of Russia to foreign policy relations with China. The paper presents the method of eco-cognitive modeling of professional communication that allows to study the most popular types of translation (scientific and technical, synchronous, marketing, audiovisual, intercultural mediation) in the Russian-Chinese language group taking into account a greater number of factors influencing the adoption of a translation decision. The author describes in detail the technology of the method that includes the identification of all interacting elements that create a universe supra–individual cognitive system within which knowledge and experience are exchanged both in the interaction «translator — other participants of the process», «translator — artificial intelligence», and in general «translator — environment». Consideration of interacting elements makes it possible to adequately establish observer positions for the greatest contextual capture and fixation of the cognitive process of professional communication. The resulting material is divided into cognitive events corresponding to one productive fragment of the process leading to the achievement of the production task. In each cognitive event limited by a time frame, a multimodal complex of cognitive reactions and expectations is studied in detail, reflecting social interaction in its various manifestations. The implementation potential of the method consists in extracting implicit procedural knowledge recorded in educational and methodological materials for the development of the necessary translation competencies (technological, mediation, etc.). As the approbation of the eco-cognitive modeling method, the author provides the example of marketing translation during the Russian-language website localization for the target audience of Chinese native speakers. The paper demonstrates an algorithm for identifying procedure knowledge demonstrated by the translator in the course of predicting the expectations of potential site users and making a translation decision based on the data obtained.

Keywords: theory and practice of translation; intercultural communication; mediation; Chinese; China; marketing translation

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