THE ROLE OF AUDIOVISUAL TRANSLATION IN SHAPING CULTURAL IDENTITY: DISNEY SONGS IN KAZAKHSTAN

This article examines the impact of audiovisual translation of Disney songs on the formation of cultural identity in Kazakhstan. The purpose of the study is to analyze how the translation of Disney songs can contribute to the strengthening or transformation of the cultural identity of the Kazakh people. The hypothesis is that the adaptation of song lyrics, in addition to semantic translation, includes localization elements that contribute to deeper emotional perception and audience identification with the content. Qualitative research techniques, such as analyzing translated texts and comparing the original and translated versions, are employed to determine how the translated songs are perceived emotionally. In the context of globalization, it is important to understand how foreign content adapted to local cultural contexts affects young people and their self-identity. The scientific novelty of the given research is that the study of audiovisual translation of Disney songs in the context of cultural identity formation in Kazakhstan represents a significant contribution to the existing academic literature. In contrast to traditional studies focusing on lexical and syntactic aspects of translation, this paper focuses on socio-cultural mechanisms that influence the perception of content by local audiences. The study examines how elements of localization and text adaptation can transform the original meaning of songs, making them more familiar and relevant to Kazakh audiences. This reveals how translated songs help young people to strengthen their cultural roots by creating a space for identification and self-awareness. The study's findings could be helpful to translators, educators, and cultural workers since they will aid in the development of more efficient methods for translating and modifying multimedia content in order to support the preservation and promotion of Kazakh cultural identity in the current global context.