targetculture

Target culture refers to the culture of the audience for whom a text is intended, especially in the fields of translation, localization, and cross-cultural communication. It encompasses the social norms, values, idioms, and behavioral expectations of the readers in the target language, and it guides how content is produced and received.

In translation practice, attention to the target culture shapes choices about language style, humor, idiomatic expressions, taboo topics, and the interpretation of culturally loaded references. Translators may localize measurements, currencies, dates, or public holidays, or replace allusions with equivalents recognizable to readers in the target culture. In some approaches, closer alignment with the target culture—domestication—prioritizes readability and resonance, while other approaches—foreignization—retains source-culture features to preserve cross-cultural distance.

The concept is central to several theoretical frameworks, including domestication and foreignization, Skopos theory, and the distinction between dynamic and formal equivalence. It is also a core concern in localization and transcreation, where products and media are adapted for specific markets.

Critics note that overemphasizing the target culture can obscure the source text and diminish linguistic diversity, while excessive emphasis on source culture can alienate readers. Debates continue about how to balance fidelity, readability, and cultural sensitivity.

See also: translation studies, source culture, localization, domestication, foreignization, transcreation, Skopos theory, dynamic equivalence.