University web-site's pragmatical adaptation as an addressee's motivator

The paper offers the key principles of successful cloning and localizing Russian web-sites relying on triangulation research method and benchmark analysis of English and Russian language university web-sites. Triangulation research method is seen as a strategy for increasing the validity of evaluation and research findings by combining the benefits of both the qualitative and the quantitative approaches, while benchmark analysis results in benchmarking data used to see how the university web-site being analyzed differs from its “peer” group. The paper researches into the university web-site in terms of six-dimensional Hofstede model (Power Distance, Uncertainty Avoidance, Individualism / Collectivism, Masculinity / Femininity, Long / Short Term Orientation, and Indulgence / Restraint). Benchmark analysis results in web-site optimization principles and practical guidelines instrumental while translating the web-site content. The university web-site designers and translators should consider the addressee's social and cultural values, social and academic background if they aim at successful pragmatic adaptation of the web-site. This approach relies on a stepwise processing of original web-site contents: 1) “filtering” the original contents; 2) pre-translation analysis; 3) translating the text with its stylistic and pragmatic features in mind. The authors also provide a more accurate interpretation of localization and internationalization with reference to Russian-English translation of the web-site content and its target audience - the addressee.