外宣纪录片《美丽浙江》的多模态翻译与国际传播  

A Study on the Intersemiosis of Cultural Symbols in the Documentary ZHE JIANG CHINA

作　　者：王洪林[1] Wang Honglin(Foreign Languages College of Zhejiang Wanli University,Ningbo 315100,China)

机构地区：[1]浙江万里学院外语学院

出　　处：《外国语文研究》2024年第2期51-60,共10页Foreign Language and Literature Research

基　　金：国家社科基金一般项目“中国影视外译符际意义再生与变异机制研究(23BYY125)”;2022-2023年度浙江省文化和旅游厅科研与创作项目“‘诗画江南、活力浙江’系列外宣片国际传播效果研究”(2022KYY029);浙江省外文学会专题研究项目“中华文明浙江标识的跨媒介叙述与文化强省形象建构研究”(ZWYB2023047)的阶段性研究成果。

摘　　要：文章选取外宣纪录片《美丽浙江》中英文LOGO及图文视觉符号,从多模态翻译视角切入,考察文化符号的跨媒介与跨模态符号表意行为。研究发现,英文LOGO有效融合汉字偏旁、拼音等视听语言符号及英文书写视觉符号共同构成的多模态符号整体体现多模态意义聚集,以增强意义传播效能。此外,还发现图文视觉符号之间形成跨模态与跨媒介意义互指关系,尤其借助像似符和转喻手段完成跨媒介与跨模态符号表意。基于如上分析,文章最后对具有浙江标识的中华文化国际传播提出对策建议。The article selects the Chinese and English logos and visual symbols of the publicity documentary ZHE JIANG CHINA,and examines its intersemiosis in cultural symbols from the perspective of multimodal transaltion.It has found that English logos effectively integrate audio-visual verbal symbols such as Chinese character radicals and pinyin,as well as English written visual symbols,to form a multimodal ensemble that embodies multimodal meaning aggregation and enhances the efficacy of meaning transmission.In addition,it has been found that there is a trans-modal and tans-medial mutual referential relationship between visual symbols,especially through the use of iconicity and metonymy to realize trans-modal and tans-medial intersemiosis.Based on the above analysis,the article finally proposes countermeasures and suggestions for the international communication of Chinese culture with Zhejiang provincial features.

关 键 词：《美丽浙江》 文化符号 多模态翻译 符际表意 国际传播 

分 类 号：H315.9[语言文字—英语]