数字赋能视域下非物质文化遗产外宣翻译策略研究——以普洱景迈山古茶林文化景观为例

Translation Strategies for International Publicity of Intangible Cultural Heritage from the Perspective of Digital Empowerment—A Case Study of the Cultural Landscape of Old Tea Forests of the Jingmai Mountain in Pu’er

摘要: 随着人工智能时代的到来，以数字化方式开展非物质文化遗产(后称“非遗”)的保护与活化，通过非遗外宣翻译搭建世界理解中国文化的桥梁成为非遗保护传承的重要路径。基于数字化的非遗外宣翻译涉及文化、技术、传播等多维度、多模态转换，本研究从数字赋能视角，对云南普洱景迈山古茶林文化景观世界遗产地的外宣翻译现状进行分析，探讨非遗数字化保护中翻译的难点，在此基础上提出符合非遗数字化传播的翻译策略。研究发现：普洱景迈山古茶林文化景观外宣翻译现状呈现① 数字化外宣传播渠道有限；② 非遗外宣翻译标准不完善；③ 非遗文化意象翻译与传播形式单一等特征。为此，本文提出三项优化路径：一是依托数字技术构建多元化外宣平台，形成面向国际受众的传播矩阵；二是建立术语统一、逻辑规范的翻译标准体系；三是通过数字叙事与智能语料辅助，重构文化意象的国际表达。研究旨在为非遗的数字化外宣翻译提供可行路径，并为中国非遗的国际传播提供经验借鉴。

Abstract: With the advent of the artificial intelligence era, the digital preservation and revitalization of intangible cultural heritage (hereinafter referred to as “ICH”), together with the use of ICH international publicity translation to build a bridge for the world to understand Chinese culture, have become a vital pathway for the protection and transmission of ICH. Digital-enabled ICH translation involves multidimensional and multimodal transformations across cultural, technological, and communicative domains. From the perspective of digital empowerment, this study examines the current state of international publicity translation of the Cultural Landscape of Old Tea Forests of the Jingmai Mountain in Pu’er, Yunnan, a World Heritage Site, explores the difficulties of translation in the digital preservation of ICH, and on this basis proposes translation strategies suited to the digital dissemination of ICH. The study finds that the current international publicity translation of the Cultural Landscape of Old Tea Forests of the Jingmai Mountain in Pu’er presents the following characteristics: (1) limited digital international publicity dissemination channels; (2) incomplete standards for ICH international publicity translation; and (3) relatively singular forms of translating and disseminating ICH cultural imagery. Accordingly, this paper proposes three optimization paths: first, constructing diversified international publicity platforms supported by digital technologies to form a dissemination matrix targeting international audiences; second, establishing a standardized translation system with unified terminology and logical consistency; and third, reconstructing the international expression of cultural imagery through digital narration and intelligent corpus assistance. This study aims to provide practical insights for the digital international publicity translation of ICH and to contribute to the global dissemination of Chinese cultural heritage.