A

factor that indicates where a project allegiance lies: it may be seen in terms

of physical location, but also of “affective loyalty” (emotional engagement)

the

projection of general values or ideas shared by a community – as to what is

right or wrong, adequate or inadequate – into performance instructions

appropriate for and applicable to particular translation situations

Designates

the

hypothetical “model” reader that a work is addressed to, who's thoughts,

attitudes etc may differ from the actual reader.