Cultural Filtering of Metaphor Translating: A Cognitive Science Perspective

Abstract

The driving force of the current research runs as follows: Since metaphor is a carrier of thought, culture will be argued to act as a filter in metaphor translating, precluding unexpected, unfamiliar, and shocking knowledge both linguistically and conceptually from being smuggled into the target language and culture. The study aims to show that metaphor translating can be best dealt with from a cultural perspective, isolating cultural knowledge as a guide for decision-making in translating. The significance of the study lies in the fact that metaphor translating should not be monitored by ready-made procedures but should be dealt with on a case-by-case basis, with consequences for ready-made procedures and new paths followed in translating. The study will seek to address the following question: How does cultural filtering take affect metaphor translating? The article adopts a three-step framework: (i) measuring cultural knowledge’s compatibility, or lack of it, carried by Source Language metaphor and its target language translation, (ii) triggering of cultural filtering in case of incompatibility, and (iii) comparing cultures based on Hiraga’s four-scenario scheme to assess the position of the two cultures in presence. Cultural filtering will be illustrated through concrete examples in disciplines such as politics, economics, and advertising across English and Arabic and written and pictorial metaphors.