文化维度理论视角下山东外宣变译研究

A Study on the Translation Variation of International Publicity in Shandong from the Perspective of Cultural Dimension Theory

摘要: 在当前中国的国际传播格局中，外宣作为重要构成部分，对营造有利的国际舆论环境、塑造良好的国家形象意义非凡。外宣影响力的构建很大程度上取决于翻译策略的运用以及目标受众的接受程度。梳理知网相关研究文献可看出，当下外宣研究多集中在旅游和城市文本，政经类文本的研究相对薄弱，缺乏具体翻译理论支撑，对受众思维和文化认知的分析不足。鉴于此，选取山东省2022~2024年的外宣新年贺词为语料，基于霍氏文化维度理论，从权力距离、个人主义与集体主义、不确定性规避三个维度归纳源语与译语在文化语境上的差异，阐释源语文本的文化倾向以及译语受众的价值取向，进而剖析外宣翻译中的变译现象，以期为提升外宣翻译质量与传播效果提供有益思路。

Abstract: In the current landscape of international communication in China, publicity, as an important component, plays a significant role in creating a favorable international public opinion environment and shaping a positive national image. The effectiveness of international publicity largely hinges on the application of translation strategies and the degree of acceptance by the target audience. A review of relevant research literature on CNKI reveals that the current studies on international publicity predominantly focuses on tourism and urban texts, with relatively weak research on political and economic texts. These studies often lack specific translation theories for support and insufficiently analyze the audience’s mindset and cultural cognition. Given this, this paper selects the New Year’s messages for international publicity in Shandong Province from 2022 to 2024 as the corpus, identifies the differences in cultural contexts between the source language and the target language from the dimensions of power distance, individualism and collectivism, and uncertainty avoidance based on the theory of Hofstede’s cultural dimensions, explains the cultural tendency of the source text and the value orientation of the target audience, and further analyzes the phenomenon of translation variation in publicity translation. The aim is to provide insights for enhancing the quality of international publicity translation and its communication effectiveness.