LINGUISTIC AND CULTURAL CHARACTERISTICS OF DIGITAL MEDIA TRANSLATION: ANALYSIS IN GLOBAL AND LOCAL CONTEXTS

Toshpoʻlatova Muslima Mahmud qizi

Authors

Toshpoʻlatova Muslima Mahmud qizi A student of English Linguistics at the Information Technologies Management University, Karshi.

Keywords:

digital media, translation, localization, globalization, cultural sensitivity, transcreation, intercultural communication

Abstract

In the modern globalized world, digital media serves as a powerful bridge between cultures, ideologies, and languages. However, the process of translating digital content is far more complex than simply transferring words from one language to another. This article explores the linguistic and cultural features of digital media translation, addressing both global and local perspectives. It highlights the importance of cultural sensitivity, the limitations of machine translation, and the human responsibility in preserving meaning and emotional tone across linguistic borders. By analyzing current strategies and challenges, this paper emphasizes the need for translators to be not only bilingual but also bicultural.

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