TRANSLATING TRADITIONAL CULTURAL EXPRESSIONS: ANALYSIS OF STRATEGY, ACCURACY AND READABILITY
Traditional cultural expressions (TCEs) form part of the identity and heritage of a traditional or indigenous community passed down from generation to generation. This study aims to analyze the translation strategies and to evaluate the accuracy and readability of the TCEs in the tourism texts entitled Solo and Padang of Spice and Legends taken from the Garuda Indonesia Inflight Magazine Colors (2019). The study is intended to be a descriptive and qualitative nature. The data collection applied a content analysis, in-depth interview, and questionnaires. To reveal the types of strategies, the English and Indonesian texts were analyzed by the researcher based on the criteria of translation strategies. To know the accuracy of the translations, they were rated by three expert raters. To analyze the readability of translations, they were rated by 50 English speaking passengers of Garuda Indonesia. The research findings show that (1) the translation strategies used include addition, subtraction, transposition, borrowing, cultural equivalent, synonym, specification and generalization, gain, deletion, and modulation and (2) the Indonesian traditional cultural expressions translated into English are generally less accurate but readable. The findings imply that translation strategies for traditional cultural expressions are fundamental to obtain translation products that have equivalent to their source language, easy to understand and meet the readers‘ desires.