Skopos Theory in Practice

Skopos in Practice: Building an Appealing Brand Image in the Translation of Soft News
By Zhao Ning,a lecturer of the English Department at Sanjiang University, Chinadaniel76543210 [at] yahoo . com . cnAbstractThe Skopos theory posits that translation is produced for particular recipients with specific purpose(s) in a given situation. The maturing of the Skopos theory results in the dethroning of the source text and the de-mystification of "equivalence," foregrounding the significance and implication of "purpose" that contributes to the translation as a sort of social construction. In a small case study, the translation of a piece of soft news regarding the launch of theme collections by Swarovski is analyzed by comparing my translation and the version from PR Newswire. The significant differences between my version and PR Newswire's one demonstrate the Skopos in practice that determines the adoption of different translation strategies. The purpose of constructing a glamorous, graceful and vibrant brand image of Swarovski leads me to present a polished version with literary style, which is characterized by a refined and evocative vocabulary, whereas PR Newswire may treat this translation as one of numerous daily assignments of "hard news" that is to be completed as soon as possible. So its translation is direct, plain and down-to-earth and reads like an unsophisticated draft version in comparison with my version.Theoretical background of SkoposIn 1980s, translation was increasingly conceptualized as cultural transfer rather than a linguistic operation. Translation is appreciated as socially-enacted communicative practices, which is oriented towards the function of the target text (Snell-Hornby 1990). Regarding translation as one type of social action, Vermeer (1989a) claims that translation is produced for particular recipients with specific purpose(s) in a given situation (Skopos). A translator accomplishes his/her translation assignment with such purpose(s) in mind. The specification by the client on the translator's task (commission) is treated as an essential prerequisite for the realization of Skopos. According to Vermeer (1989a), the goal of the translational action and the conditions under which the anticipated goal shall be attained are negotiated between the client and the translator. The translator assumes authority as an expert, who is consulted with and has right to decide what role the source text could play in his/her professional job. The target text is "functional" to fulfil the expectations and needs of target audience. Vermeer (1989b:20 in Nord 1997: 29) explains Skopos rule as follows: "[T]ranslate/interpret/speak/write in a way that enables your text/translation to function in the situation in which it is used and with the people who want to use it and precisely in the way they want it to function."The goal of the translational action and the conditions under which the anticipated goal shall be attained are negotiated between the client and the translator. In this way, the source text is deprived by the translator of its primary and sacred status whenever s/he thinks this is appropriate for the achievement of the designated Skopos. The source text merely serves as one of various information sources utilized by the translator, not the first and foremost criterion in translator's decision-making (Aveling 2002). As Hönig (1998: 9) notes, "the source text should no longer be seen as the 'sacred original,' and the purpose of the translation can no longer be deduced from the source text, but depends on the expectations and needs of the target readers." The Skopos theory allows the translator to have freedom to act as an expert and take responsibility for his/ her approach. In the Skopos theory, the way a target text is intended to be received basically determines which translation strategy is the most suitable one. There are three major kinds of purposes: (a) the general purpose as to why the translator performs this translation; (b) the communicative purpose (e.g. to inform); (c) the strategic purpose aimed at in employing a particular procedure (e.g. literal vs. free translation) (Hatim 2001). Here "the end justifies the means" in translation (Nord 1997:29). In other words, translation strategy is determined by the intended function of the target text, which may not be same as that of the source text. As a "cross-cultural event," the target text (a "translatum") could assume a different sociolinguistic and pragmatic significance in a different sociocultural context (Vermeer 1998). Vermeer (1986:33 in Snell-Hornby 1990:82) claims, translation is a "complex form of action, whereby someone provides information on a text (source language material) in a new situation and under changed functional, cultural and linguistic conditions." The relativity of function with varied and prescribed aims renders the objective of a sole, ultimate, and perfect target text invalid (Snell-Hornby 1990). Translation presupposes a purpose (Skopos) and is guided by it. Moreover, the meaning is not fixed and static in the linguistic manifestation. It depends on the negotiated and oppositional readings by the receivers (Hall 1980). Different receivers (or even the same receiver at different times) would attribute and assign different meanings to the source text. Nord (1992:91) argues that "a 'text' can be as many texts as there are receivers."Skopos theory challenges the notion of "equivalence" proposed by Nida (1964). Dynamic-equivalence translation is defined by Nida (1964:136) as a rendering of "the closest natural equivalent to the source-language message" in both meaning and style, which generates similar responses on the receivers in the target culture as compared with those on the receivers in the source culture. The dethroning of the source text and the multiplicity of readings and purposes lead to a multiplicity of translation(s), which runs counter to said equivalent effect. In this way, equivalence may be one possible aim in translational action(s) (Aveling 2002). Nord (1997:35) dismisses "equivalence" as "a static, result-oriented concept." As Reiss and Vermeer (1984:113 in Shuttleworth & Cowie 1997:19) claim, "the message produced by the translator must be interpretable in a way that is coherent with the target recipient's situation."The application of Skopos in the translation of soft newsIn order to illustrate the effective operation of Skopos, the translation of a piece of soft news regarding the launch of theme collections by Swarovski (a world-renowned jewelry brand) is analyzed by comparing my translation and the version from PR Newswire, a worldwide news service (http://www.prnewswire.com/). The "meaning" in the explanation below refers to the literal meaning except explicitly stated. For the two translated versions in full, please see the appendix below.The original (http://newsblaze.com/story/2004052807390200003.mwir/topstory.html):