CULTURAL CHANGE IN TRANSLATION STUDIES: SHIFTS IN POWER AND TRANSLATION IN THE POSTCOLONIAL ERA

In the context of globalization, the growing interaction between cultures increases the relevance of cultural and postcolonial studies in Translation Studies. Therefore, the article examines the phenomenon of the cultural turn in Translation Studies, the shift in power paradigms, and translation issues in the postcolonial period. The aim of the study is to analyze the transition of translation theory from a linguistic model to a cultural-ideological interpretation and to identify the relationship between translation, power, ideology, and cultural policy.
The research employs comparative-theoretical analysis, a systematic review of scholarly literature, as well as interpretative and descriptive methods. The study is based on the works of S. Bassnett, A. Lefevere, L. Venuti, E. Genzler, D. Katan, and M. Tymoczko devoted to the cultural turn in Translation Studies and postcolonial translation theory.
The results show that the cultural turn allows translation to be understood not only as an intertextual transformation but also as a complex process of interaction between cultural systems. The study also demonstrates that translation is closely connected with ideological influence, cultural hegemony, and structures of social power. Postcolonial studies reveal the role of translation as a tool for cultural representation and the expression of national identity under conditions of cultural asymmetry.
The findings highlight the importance of the cultural paradigm in contemporary Translation Studies and justify the need to examine translation processes with consideration of cultural and ideological factors within the framework of national translation studies.

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