Translator Competence Profile in the 4.0 Digital Age: Presentation Competence

The research is devoted to the marketing component of translation activity - the scientific problem poorly studied in the translation theory. The author of the article postulates that for a successful development of the translation market a highly qualified translator with comprehensive expertise and an extensive paradigm of competencies must have the ability to self-position and selfpresentation, i.e. fully develop marketing and entrepreneurial skills. The relevance of the work is caused by the fact that in the existing translatological studies, insufficient attention is paid to the presentation competence, which determines the translator's professional career growth. The aim of the research is to analyze the required competences in modern conditions, new market requirements, as well as to analyze the translator's tools for efficient positioning in the market of translation services and the implementation of presentation competence. Using the methods of observation, comparison, interpretation, content and intent analysis, domestic and foreign research and educational works that overview the current state of the competence profile of a modern translator were examined, and translation tools and self-positioning tools were compared to identify the advantages and disadvantages of the analyzed online presentation resources of translators. The research material was the presentation materials of translators on the Internet (personal website, resume and personal profile). As a result of the research, the most relevant competences of the translator - discursive, special, and technical - have been identified; the boundaries of the presentation competence formed on the basis of three components - organizational, professional, and personal - have been determined. The analysis of the empirical material allowed determining that the most effective Internet resource for positioning a translator is a personal Internet site that contains comprehensive information about the translator, while other resources - resumes and ads for translation services - have a number of disadvantages due to limited content capabilities and to a lesser extent help the translator to promote their profile and image in the market of services. The research allows drawing a conclusion that both novice and experienced translators need presentation competence. The practical significance of the research lies in the possibility of developing presentation competence in the educational process of training translators, as well as implementing this competence by professional translators in their daily activities. The results of the research can be useful for both practicing translators and specialists in the field of translation studies, intercultural communication, and translation teachers.

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