多模态视角下的文化传播策略与效果研究——以《孙膑兵法》对外翻译传播为例

Research on Cultural Communication Strategies and Effectiveness from a Multimodal Perspective—Taking the Overseas Translation and Dissemination of Sun Bin’s Art of War

摘要: 本研究以《孙膑兵法》对外传播为案例，探讨多模态策略在传统文化跨文化传播中的效能与优化路径。整合多模态话语分析与霍尔高/低语境理论，构建高语境文化传播模型，并通过短视频平台数据验证。理论层面建立文化、语境、意义、形式、媒体五维分析框架，针对“桂陵之战”开发包含原文、白话译文、英文翻译、多模态解读和战术可视化分析的五维对照表，为高语境文化传播提供方法论支持。实证研究发现：视觉模态表现最佳(60% A类评价)，证实视觉符号的跨文化优势；亚洲高语境受众理解度显著高于欧美低语境受众，支持霍尔文化距离理论。受众最需求“详细解释”(33.8%)和“交互链接”(33.5%)，而冗余图像(38.89%)和复杂语言(33.33%)为主要减分项。研究提出建立“文化语境诊断先行”原则，构建分层编码体系，对低语境受众实施明确性、可视化、逻辑性适配策略。本研究为多模态与跨文化理论整合提供实证支持，为高语境文化传播困境提供解决方案，推动中华文化高质量走出去。

Abstract: This study examines the efficacy and optimization of multimodal strategies in cross-cultural communication of traditional culture, using the international dissemination of Sun Bin’s Art of War as a case study. By integrating multimodal discourse analysis with Hall’s high/low-context theory, we develop a high-context cultural communication model validated through short-form video platform data. Theoretically, a five-dimensional analytical framework (culture, context, meaning, form, and medium) was established. For the “Battle of Guiling” case, a five-dimensional comparison table was created, containing original text, vernacular translation, English translation, multimodal interpretation, and tactical visualization, providing methodological support for high-context cultural communication. Empirical findings show the visual modality performed best (60% Grade A evaluations), confirming the cross-cultural advantage of visual symbols. Asian high-context audiences demonstrated significantly higher comprehension than European and American low-context audiences, supporting Hall’s cultural distance theory. Audience feedback prioritized “detailed explanations” (33.8%) and “interactive links” (33.5%), while redundant imagery (38.89%) and complex language (33.33%) were identified as major drawbacks. The study proposes a “Culture-First Diagnostic Principle,” a layered encoding system, and adaptation strategies emphasizing clarity, visualization, and logic for low-context audiences. This research provides empirical support for integrating multimodal and cross-cultural theories, offers solutions to high-context communication challenges, and facilitates the global dissemination of Chinese culture.