On Subtitle Translation Methods of Global Publicity Short-form Videos from the Perspective of Multimodal Discourse Analysis:a Case Study of"Yang Xiaoxin"
With the rapid development of social media and the Internet,short-form video has gradually become a new front for global publicity and telling authentic Chinese stories,and subtitle translation is an important medium for its cross-cultural communication."Yang Xiaoxin"is a global publicity short-form video series produced by China News Service.With regard to its subtitle translation,by analyzing the original text from the four aspects of multimodal discourse analysis theory including culture,context,content and expression,adopting ways of avoidance,compromise and reinforcement,and using translation methods such as literal translation,liberal translation and imitation,the cultural connotation and political context of the global publicity short-form video can be ideally restored.It is expected to provide a reference for improving the subtitling quality of global publicity short-form videos and telling authentic Chinese stories in the new era.
multimodal discourse analysissubtitle translationglobal publicitytranslation methodshort-form video
NETL
NSTL
万方数据
