多模态视角下传统兵学文化对外翻译传播的实践路径探析——基于《孙膑兵法》短视频案例

Exploring Practical Pathways for the International Translation and Dissemination of Traditional Military Culture from a Multimodal Perspective—A Case Study of the Short Video from Sun Bin’s Art of War

摘要: 在全球化与中国文化“走出去”战略背景下，中国古代兵学文化对外传播对提升国家文化软实力、构建学术话语体系意义重大。当前该领域面临兵学典籍术语“不可通约性”与研究聚焦失衡的双重挑战，而数字技术推动的“多模态转向”为解决这一问题提供了新路径。本研究以《孙膑兵法》“孙膑擒庞涓”战例自制短视频为案例，采用定性案例分析与多模态话语分析相结合的方法，从语言、视觉、声音三大模态展开分析。再基于问卷调查与平台数据的评估分析该“视觉主导、多模态协同”的传播策略成效。但研究也揭示文化语境差异仍是核心障碍，部分受众期待更深度内容阐释。综上，多模态翻译为传统兵学文化对外传播提供了有效路径，未来需构建分层次、多梯度内容体系，推动从文化展示到价值对话的升华，助力文明交流互鉴。

Abstract: Under the backdrop of globalization and China’s “Going Global” strategy for culture, the international dissemination of ancient Chinese military thought is significant for enhancing cultural soft power and constructing academic discourse. Currently, this field faces dual challenges: the “incommensurability” of terminology in classical military texts and an imbalance in research focus. The “multimodal turn” driven by digital technology offers a new path forward. This study takes a short video case—produced by the authors—on the “Sun Bin Captures Pang Juan” campaign from Sun Bin’s Art of War as an example. Employing qualitative case analysis and multimodal discourse analysis, it examines the interplay of linguistic, visual, and auditory modalities. The effectiveness of this “visually-led, multimodal coordinated” dissemination strategy is evaluated through questionnaire surveys and platform data. Findings reveal that cultural-context differences remain a core barrier, with some audiences desiring deeper content interpretation. In conclusion, multimodal translation provides an effective pathway for the international communication of traditional military culture. Future efforts should establish a tiered, gradient content system to advance from cultural display to value dialogue, thereby facilitating mutual learning among civilizations.