International magazines and journals (National Geographic and Reader's Digest) launched at the Czech market: transfer strategies and processes

This study has aimed at describing the strategies and processes that apply during the introduction of international magazines to the Czech market. We have chosen the well-known and widely read, truly international magazines National Geographic and Reader's Digest as our material. We have focused on the role of these magazines in the interaction of cultures (Czech and American). We have realized that this area of translatological knowledge has not yet been analysed thoroughly enough. There are only a few studies, only one of them concerning one of these magazines (Reader's Digest). This study (Robyns 1994) suggests that Reader's Digest disseminates (American) ideology and at the same time constructs a certain homogeneous world. We have intended to find out if this was true about Reader's Digest and also National Geographic in the Czech Republic. We have chosen basically two theoretical sources. One of them was "the Manipulation School" which states that: "Translation is […] a rewriting of an original text. […] Rewriting is manipulation, undertaken in service of power." Lefevere (1992: vii). Therefore we wanted to describe, whether there is some manipulation taking place during the translation of the above mentioned magazines and in service of which power it operates. Critical discourse analysis was our..