《半生缘》数字化海外传播路径解析  

Analysis of the Digital Overseas Dissemination of Half a Lifelong Romance

作　　者：曾诗吟 Zeng Shiyin

机构地区：[1]上海商学院国际教育学院,上海200235

出　　处：《外语教育研究》2024年第4期84-93,共10页Foreign Language Education & Research

摘　　要：在国际化背景下,数字化传播已成为推动文化产品跨越国界、走向世界的关键途径之一,但也面临着内容本地化、渠道选择和文化差异等挑战。以张爱玲的《半生缘》英译本为案例,具体分析了其在海外传播中的数字媒体发行情况与推广渠道,基于亚马逊和Goodreads,以及海外图书馆馆藏量,评估该译本的海外受众和传播效果。针对《半生缘》在数字化传播过程中遇到的挑战与不足,提出了以下优化策略:首先,通过多样化的数字渠道进行推广营销与市场预热,构建强大的读者基础;其次,建立多渠道传播布局,利用电子书平台、数字图书馆、在线阅读平台及数字化出版商等,为读者提供多样化的选择;最后,优化数字阅读体验,确保译本在封面绘图、页面排版、字体选择和交互功能等方面设计优良,以更有效地推动中国文学作品走向国际市场,增强其国际影响力。In the era of globalization,digital dissemination has emerged as a crucial avenue for cultural products to transcend borders and reach a global audience.However,this process also faces challenges such as content localization,channel selection,and cultural differences.This research uses the English translation of Eileen Chang’s Half a Lifelong Romance as a case study to analyze the digital media distribution and promotion strategies employed in its overseas dissemination.Based on Amazon and Goodreads,as well as the overseas library holdings,this research assesses the overseas audience and the translation’s dissemination effect.To address the challenges and shortcomings faced by Half a Lifelong Romance in its digital dissemination process,this research offers several optimization strategies.First,it recommends promoting and marketing through a variety of digital channels to create a robust market presence and build a reader base.Second,it suggests establishing a multi-channel dissemination framework that utilizes e-book platforms,digital libraries,online reading sites,and digital publishers to provide readers with diverse options.Finally,the study emphasizes the importance of enhancing the digital reading experience by ensuring meticulous attention to cover design,page layout,font selection,and interactive features.These strategies aim to effectively promote Chinese literary works in the international market and bolster their global influence.

关 键 词：张爱玲 《半生缘》 数字化 海外传播 

分 类 号：H315.9[语言文字—英语] I046[文学—文学理论] G206[文化科学—传播学]