Proceedings of the International scientific and practical conference ―Science at the Frontier of Progress‖ (January 27-29, 2026) / Publisher website: www.naukainfo.com. – Paris, France, 2026. - 302 p.

240 shaped by the prevailing in the target culture norms. Toury distinguishes between preliminary norms (concerning translation policy and text selection), initial norms (orienting the translator toward adequacy or acceptability), and operational norms (governing textual and linguistic choices during the translation process). These norms manifest themselves as regular patterns of translational behavior and can be reconstructed through empirical analysis of translated texts. A significant area of sociological inquiry concerns the ideological and political functions of translation. As a form of mediated communication, translation plays a crucial role in knowledge circulation, public discourse construction, and dominant ideologies reproduction. Translation may function as a tool of cultural prestige, ideological manipulation, or social control, depending on the institutional and political contexts in which it is produced and received. Within Toury’s descriptive paradigm, such functions are not treated as deviations but rather as systemic features regulated by target-culture norms and expectations. Another important sociological dimension involves the role of the audience and the translation market. Social and cultural preferences of target audiences directly affect the evaluation and reception of translations, reinforcing certain strategies while discouraging others. In this sense, translation norms are closely linked to institutional frameworks such as publishing practices, educational systems, and media conventions, all of which contribute to shaping translators’ behavior and professional practices. The sociocultural aspect of translation is also closely related to the notion of genre and register, as articulated in Halliday’s theory of language in context [3]. Registers (formal, official, neutral, friendly, or intimate) are determined by communicative situations and participant roles and are subject to sociocultural conventions within the target culture. In Toury’s terms, the selection of an appropriate register is governed by operational norms that regulate textual realization. For example, the English term auntie may be translated into Ukrainian as тітка, тітонька, тіточка, or тьотя , with each option reflecting different degrees of