Abstract:
The Coronavirus pandemic capsized the entire world order fracturing the illusion of
normalcy projected by individuals, societies, and states. Traversing beyond a mere health
hazard, the minuscule virus has compelled humans to rethink their existence; in all its
dimensions. With their extensive attachment to communication and linguistic landscape,
translators have to re-evaluate their role within the new normal to assure a well-ordered
information flow across the man-made borders since information plays a crucial role in
the man’s quest to adapt to the new normalcy. Hence, the present study attempts to
determine the socio-cultural concerns associated with the reshaping of the role of a
translator. Semi-structured interviews were conducted with five professional translators,
and secondary sources such as publications, internet, and newspaper articles were also
employed to gather required data. The gathered data were analyzed using thematic
analysis method to perceive the participants’ stances. The findings could be outlined under
two themes, firstly, translator being a ‘social animal’. A translator, as a social animal, has
his own standpoint pertaining to any piece of information. Impartiality, personal
preferences, and choices of selection determine his behavior during a translation. Hence,
with the unprecedented power of recognition relegated to the translators in a fragile and
volatile context, the translator ought to reshape his role accordingly. Changes to the
linguistic landscape, including the language itself, could be distinguished as the latter
concern. Hence, a translator needs to conquer these socio-cultural challenges to unravel
the opportunities associated with the new normal.
