CULTURAL EQUIVALENCE IN TRANSLATION: CHALLENGES AND STRATEGIES IN MODERN TRANSLATION STUDIES

Abstract

This study explores the concept of cultural equivalence in translation, focusing on the challenges translators face when transferring culturally bound elements from a source language into a target language. Drawing on examples from English-Uzbek and English-Russian translation, the paper examines strategies such as literal translation, adaptation, borrowing, and domestication. The analysis demonstrates that cultural equivalence requires not only linguistic competence but also deep intercultural understanding. Findings suggest that successful translation balances fidelity to the source text with accessibility for the target audience, particularly in literature, media, and advertising texts.