ADAPTATION STRATEGIES OF ENGLISH E-COMMERCE TERMS INTO UZBEK AND RUSSIAN
Keywords:
Electronic commerce, E-commerce, language adaptation, term translation, adaptation strategies, literal translation (kalka), borrowing (direct adoption), descriptive translation (explanatory translation), hybrid translation, neologism, language integration, Uzbek language, Russian language, lexical adaptation, language culture, terminology, digital communication, language standardization, localization (localization)Abstract
This article studies the strategies for adapting English e-commerce terms to Uzbek and Russian. With the development of modern technologies and online shopping, new concepts and terms are entering languages other than English. In this process, several main strategies are used to adapt terms to the local language: literal translation (kalka), direct adoption (borrowings), descriptive translation (descriptive translation), creation of hybrid forms and creation of new words (neologisms). In Uzbek, direct introduction of English words and their adaptation to Uzbek spelling is common, while explanatory translations that fully convey the meaning are also widespread. In Russian, more explanatory translations and hybrid forms (for example, “электронная коммерческая”) are used, paying attention to adapting terms to the lexical and grammatical rules of the language. These adaptation strategies are important in creating a user-friendly and understandable language environment and serve to ensure linguistic stability and standardization in the field of e-commerce.
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