ABSTRACT
The aim of this essay is to convey how translation in media has become a powerful mechanism for culture transfer in the age of neocolonialism and globalization where language and power are operated by the west. It is a well-known fact that, today, the status of English is much more than a global language, and globalization has given rise to another kind of colonialism and power which are manifested in different incarnations such as cultural and linguistic colonialism. Linguistic imperialism is fast spreading in every field, especially in electronic media. There is a danger of local languages being eliminated because of the processes called transliteration and code mixing in print and visual media in the name of translation. In fact, translation and media have become powerful instruments of culture negotiations, especially of cultural import. The attempt in this essay is not only to show how translation in media accelerates the process of culture transfer at all levels, viz., linguistic, conceptual and visual, but also to highlight the responsibility of media and mediated communities to resist the hegemony of English and enrich their languages by constructive and creative methods.
