DISKURS SPORTSKIH KLADIONICA U KONTEKSTU ANGLICIZACIJE SRPSKOG JEZIKA

Abstract

In the context of the Anglicization of the Serbian language, this paper discusses one specific language corpus within the sports register – which is the discourse of sports bet shops. The term Anglicization is defined as one of the negative consequences of ignoring linguistic contacts between English and Serbian, which leads to a noticeable hybridization of the Serbian language, that is, the emergence of a new urban sociolect, called the Anglo-Serbian language (Prćić 2005). In the paper, a qualitative and quantitative analysis of corpus examples was carried out in order to access the current tendency in the structuring of Anglicisms from this narrowly specialised domain. Terms were analysed through the prism of Newmark’s translation procedures (1981). Given that the popularity of betting in the sports field has been increasing lately and that the language corpus from that field is being used by various populations in our country, the aim of this paper is to point out the importance of a proper adaptation of this layer of English terminology in the Serbian language, which would contribute to better linguistic practice in the field of pro- fessional sports registers. The corpus was composed of sports betting sites аnd online dic- tionaries in our speaking area. In the paper, special attention is paid to sports betting terms, the official names of sports bet shops and marketing slogans in which English terms are used. Our analysis showed that transference with 49.31% is the most represented transla- tion procedure in the discourse of sports betting shops, followed by functional equivalence (28.28%), direct translation / calques (13.16%) and naturalization (9.23%). In order to protect Serbian language norms in the future, it is important to employ all the terminology standardization procedures in this field. Кеywords: sports discourse, Anglicisms, anglicization, language hybridization, An- glo-Serbian language.