文成文旅宣传片多模态翻译传播研究

Research on Multimodal Translation and Communication of Culture and Tourism Promotional Film in Wencheng

摘要: 为把真实、立体、全面的中国介绍给世界，加强中国国际传播能力建设，在海外平台传播英译文旅宣传片发挥着重要作用。全媒体时代，对中国文旅宣传片传统英译局限在文本本身转化而不能更全面向海外受众传达信息的局面正在被多模态翻译的兴起打破。同时，为帮助浙江省有着丰富旅游资源但在国际传播力上较弱不能有效资源转化的地区，选取浙江文成宣传片进行多模态翻译传播研究有着重要意义。本研究采用了文献研究法和归纳总结法，通过多渠道探索相关文献，辩证使用文献资料，将多模态翻译与“5W”传播模型结合，对浙江文成乡村文旅宣传片进行翻译并在短视频平台传播。在浙江文成文旅宣传片翻译实践中，对多模态翻译内容、渠道、受众进行筛选，并在多模态翻译中创新性地融入网络热门语。研究使得浙江文成文旅宣传片在海外平台传播实现了从无到有的突破。有效探索了在翻译传播模型指导下，锚定翻译受众为海外“Z世代”群体，使用短视频平台作为翻译传播渠道，文旅宣传片多模态翻译中融入网络热门语的路径并展现其合理性。

Abstract: To introduce the real, multi-dimensional, and comprehensive China to the world and enhance China’s international communication capabilities, the dissemination of translated English promotional videos on overseas platforms plays a significant role. In the era of new media, the limitations of traditional English translation of Chinese cultural and tourism promotional videos, which were confined to textual transformation and unable to comprehensively convey information to overseas audiences, are being broken by the rise of multimodal translation. Simultaneously, it is of great significance to select promotional videos from Wencheng, Zhejiang Province, which has rich tourism resources but lacks effective international communication capabilities, for research on multimodal translation dissemination. This study adopts both literature review and inductive synthesis methods. It explores relevant literature through multiple channels and employs a dialectical approach in utilizing the literature materials. This paper adopts a multimodal translation approach combined with the “5W” communication model to translate and disseminate promotional videos of rural cultural tourism in Wencheng, Zhejiang Province on short video platforms. In the practice of translating promotional videos in Wencheng, Zhejiang Province, the selection of multimodal translation content, channels, and audiences is refined. Innovative integration of internet buzzwords into multimodal translation is also demonstrated. The research has made a breakthrough in the overseas dissemination of Wencheng’s cultural tourism promotional videos on various platforms. It effectively explores a pathway in which, guided by the translation communication model, the target audience for translation is anchored to the overseas “Generation Z” demographic. Short video platforms are utilized as channels for translation dissemination, and the rationality of integrating internet buzzwords into multimodal translation of cultural tourism promotional videos is demonstrated.