从“文化输出”到“文化转译”：短视频出海的新范式

From “Cultural Export” to “Cultural Translation”: A New Paradigm for Short Videos Going Global

摘要: 本研究运用文献计量学方法，以中国知网(CNKI) 2016~2026年收录的362篇短视频跨文化传播相关文献为数据源，使用CiteSpace软件进行可视化分析。研究发现，该领域发文量呈现“沉寂萌芽期–快速增长期–深化发展期”三阶段跃升态势，其演进逻辑折射出跨文化传播研究从“传输观”向“仪式观”再向“对话观”的取向转型；研究热点形成“理论建构层–传播实践层–内容生产层”三层知识结构，层间存在双向互动关系；“文化转译”“文化认同”“共情传播”构成当前活跃的研究前沿集群。在此基础上，本研究将“文化转译”从研究趋势提升为跨文化传播的新范式，提出包含可及性、共鸣性、协商性、再生性四个维度的“文化转译效能”分析框架，并以郭杰瑞短视频实践进行质性检验与修正。研究认为，短视频跨文化传播的核心任务不仅是信息的忠实传递，更是在文化差异中实现意义的创造性再生。

Abstract: This study employs bibliometric methods, using 362 scholarly articles on short video cross-cultural communication indexed by China National Knowledge Infrastructure (CNKI) from 2016 to 2026 as the data source, and utilizes CiteSpace software for visual analysis. Findings indicate that the publication volume in this field exhibits a three-stage surge of “dormant germination period—rapid growth period—deepening development period”, and its evolutionary logic reflects a paradigm shift in cross-cultural communication research from the “transmission view” to the “ritual view”, and subsequently to the “dialogic view”. Research hotspots form a three-layered knowledge structure of “theoretical construction layer—communication practice layer—content production layer”, with bidirectional interactions among these layers. The clusters of “cultural translation”, “cultural identity”, and “empathetic communication” constitute the current active research frontiers. Based on this, the study elevates “cultural translation” from a research trend to a new paradigm in cross-cultural communication and proposes an analytical framework of “cultural translation effectiveness” comprising four dimensions: accessibility, resonance, negotiability, and regenerativity. Jerry Kowal’s short video practice is used for qualitative testing and revision. The study suggests that the core task of short video cross-cultural communication is not only the faithful transmission of information but also the creative regeneration of meaning amid cultural differences.