全球在地化理论视角下的中国乡村文化传播研究——以贵州“村超”为例

A Study on the Communication of Rural Chinese Culture from the Perspective of Glocalization Theory—Taking Guizhou “Cunchao” as an Example

摘要: 本研究以贵州榕江“村超”国际传播全流程多模态素材为研究载体，全程依托Python自动化爬虫工具完成YouTube、TikTok、CGTN英文频道、BBC海外报道、贵州官方英文外宣平台多源异构数据采集，搭建标准化双语多模态语料库；结合ELAN多模态标注软件、AntConc语料库检索工具、SPSS统计分析软件开展全流程量化实证操作，形成可落地的“文化补偿翻译 + AR多模态叙事 + 游戏化跨界传播”技术优化方案。

Abstract: This study uses the multi-modal materials of the “Cunchao” event in Rongjiang, Guizhou Province throughout its international dissemination process as the research carrier. The entire process relies on the Python automated web scraping tool to complete the collection of multi-source heterogeneous data from YouTube, TikTok, CGTN English Channel, BBC overseas reports, and the official English external publicity platform of Guizhou Province. A standardized bilingual multi-modal corpus is established. Combined with the ELAN multi-modal annotation software, AntConc corpus search tool, and SPSS statistical analysis software, a full-process quantitative empirical operation is carried out, forming a feasible “cultural compensation translation + AR multi-modal narrative + gamified cross-border dissemination” technical optimization plan.