A SKOPOS ORIENTED STUDY OF CULTURAL AND CONTEXTUAL CHALLENGES: TRANSLATING GEN Z SLANG FROM ENGLISH INTO URDU

Abstract

This study explores the cultural and contextual challenges faced by translators when rendering Generation Z (Gen Z) slang from English into Urdu. Gen Z slang is deeply rooted in digital culture, social media, and fast-evolving youth identity, making it particularly resistant to direct translation. The study employs Skopos Theory (Vermeer, 1978) and Conceptual Metaphor Theory (Lakoff & Johnson, 1980) as its theoretical frameworks. Data were collected through semi-structured interviews with translators and bilingual Gen Z speakers, and a purposive sample of slang terms was analyzed qualitatively. The findings reveal significant gaps in equivalence due to cultural distance, linguistic structure, and the absence of corresponding social contexts in Urdu. The study concludes that translation of Gen Z slang demands culturally adaptive strategies rather than literal approaches. This research contributes to the growing body of literature on youth language, digital discourse, and cross-cultural translation studies.