《黑神话：悟空》文化负载词英译策略对山西文旅公示语翻译的启示

Implications of the English Translation Strategies of Culture-Loaded Words in Black Myth: Wukong for the Public Signs Translation of Shanxi Cultural Tourism

摘要: 在全球化浪潮以及我国全面推进优化入境免签政策的大背景之下，中国迎来向世界展现文化瑰宝与当代活力的重要机遇时期。2024年，伴随中国首款3A大作《黑神话：悟空》在全球范围内破圈出海，作为游戏主要取景地的山西省迎来前所未有的“国际文旅热”，海量国际游客涌入三晋大地探寻古建与神话的渊源。和游戏在海外市场备受赞誉的高质量本地化翻译形成对比的是，山西多地知名实体景区的公示语翻译存在不规范的现象。语法错乱、意象流失、拼写错误等问题一定程度上影响了游客的实际体验，也在很大程度上阻碍了中华优秀传统文化的有效传播。本文以“目的论”与“文化间性”作为核心理论基础，采用跨媒介对比分析的方法来展开研究。研究发现，景区公示语错译根源可能在于从业者受众意识的薄弱、跨文化语境考量的欠缺以及长效审校管理机制的不足，而游戏翻译成功的核心在于灵活应用多样化翻译策略，在“保留中国文化主体性”与“降低海外受众认知负荷”之间取得了较好的平衡。本研究旨在尝试打破数字媒介与实体景观的翻译研究壁垒，为地方文旅外宣翻译的规范化、专业化与跨文化创新提供实证参考。

Abstract: Against the backdrop of globalization, China has entered an important period of opportunity to showcase its cultural treasures and contemporary vitality to the world. In 2024, following the global breakthrough of Black Myth: Wukong, China’s first AAA-class blockbuster game, Shanxi Province, the primary location for the game’s scene design, has witnessed an unprecedented “international cultural tourism boom”. However, non-standard translations occasionally occur in the public sign translation. Problems such as grammatical errors, image distortion, and spelling mistakes emerge, which may impair tourists’ actual experience and, to a large extent, hinder the effective dissemination of excellent traditional Chinese culture. This study takes “Skopos Theory” and “interculturality” as the core theoretical basis and adopts the method of cross-media comparative analysis to carry out the research. The study finds that the root causes of mistranslations in scenic spot public signs may lie in practitioners’ lack of audience awareness, cross-cultural context consideration, and long-term proofreading management mechanisms. In contrast, the core of the game’s translation success lies in the flexible application of diversified translation strategies, achieving a good balance between “preserving Chinese cultural subjectivity” and “reducing the cognitive load of overseas audiences”. This study aims to break the research barrier between digital media translation and physical landscape translation, and provide empirical references for the standardization, professionalization and cross-cultural innovation of external publicity translation for regional cultural tourism.