翻译学视角下行业类高校的国际传播路径 地矿油类高校

The past three decades have witnessed the growing influence of market forces on higher education, resulting in what is defined by Fairclough (1993) as the marketization of academic discourse. The present study attempts to examine the effect of such trend on university website homepages in China, which is an under-researched genre of higher education discourse. By applying the Critical Discourse Analysis (CDA) and genre analytical approach, this article describes the generic characteristics of the “About Us” section in five university website homepages, analyzing the structural organization, rhetorical moves, communicative purposes as well as the discursive strategies used in the text. Research shows that authoritative discourse forms the key note in this genre, a reflection of the centralized operation of Chinese universities. Meanwhile, the existence of conversational discourse reveals the university’s endeavor to establish a friendly relationship with the prospective students. Furthermore, promotional elements in terms of both contents and linguistic choices have been employed to help construct a positive image of universities to stand out in the stiff competition in today’s higher education market in China.

This study investigates the influence of advanced technological integration, particularly artificial intelligence (AI) and neural machine translation (NMT), on the specialization trends and language adaptation strategies within Jordan's translation industry. Despite technology’s promising potential to enhance translation efficiency and expand market reach, concerns persist regarding AI's limited ability to accurately grasp contextual nuances, especially in linguistically and culturally diverse languages like Arabic and English. The study aims to identify current technological usage levels among translation service providers, examine how technology influences specialization within legal, medical and technical translation sectors, and explore language adaptation strategies employed to manage AI-driven translations. The Technology Acceptance Model (TAM), introduced by Davis (1989), serves as the theoretical framework to assess translators' perceived usefulness and ease of use of these technologies. A qualitative approach employing purposive sampling involved ten participants representing diverse roles in Jordan’s translation industry. The obtained findings indicate significant shifts from traditional manual translation to specialized roles emphasizing quality assurance, post-editing, and terminology management; reveal increased emphasis on cultural localization strategies; and highlight challenges such as AI’s limited cultural comprehension, extensive post-editing requirements and data privacy concerns. The study provides recommendations for educational and operational adjustments to enhance technological integration in translation practices. 

The study of multimodal phenomena calls upon translation scholars to cross disciplinary boundaries and adopt a range of theoretical and methodological approaches. The diversity of the multimodal landscape brings about research challenges that must be carefully addressed to ensure that these research efforts yield useful and credible results. This special issue is dedicated to a discussion on how to engage in multimodal translation research: how traditional research methods can be adapted and what kinds of novel approaches can be adopted or developed in order to deal with a diversity of multimodal data. In this introduction, we first discuss definitions of mode and multimodality and reflect on the nature of multimodality as a topic of research within Translation Studies. We then explain our rationale for dedicating the special issue to research methods and introduce three areas of multimodal translation research that, in our view, merit particular attention from a methodological point of view. Finally, we introduce the articles contained in this special issue.

  The emerging digital genres distributed via social media platforms have been increasingly prominent in disseminating scientific knowledge to the public audience. During COVID-19, Sina Weibo, the biggest Chinese microblogging website, has become the primary media where  epidemiologists communicate knowledge of public health to the generalist audiences. Through the lens of genre theory, this exploratory qualitative study examines a corpus of 72 Weibo posts in Chinese language written by three reputable medical scholars. Six major moves with multiple steps were identified. Moreover, we found that both multimodal resources and rhetorical strategies have been employed to realize the identified moves for various functions. This study represents one of the first attempts to investigate emerging digital genres for public scientific knowledge dissemination in a non-English language. It also seeks to establish the interrelations between the identified moves and the multimodal resources along with rhetorical strategies used by bloggers. As such, it contributes to our understanding of evolving genred activities in the increasingly multilingual and multimodal ecology of public genres for scientific knowledge dissemination. Keywords: digital genres, public science, genre analysis, Chinese social media, COVID-19

… The authors note that scholarship into the use of multimodal devices to translate Peking … of information dissemination would strengthen most universities’ translation departments. Wang …

… underutilized potential in public discourse that enables them … facility for internal and external marketing, and a benefit of neo… university could position itself as the medium for translating …

Despite national-level efforts to enhance China’s higher education global standing, limited research has examined how outward-oriented internationalization is interpreted and enacted at the institutional level. Misalignments often persist between policy directives and localized implementation in semi-peripheral context.This study aims to critically examine the institutional factors and stakeholder dynamics that shape the management of outward-oriented internationalization in Chinese higher education. Drawing on a qualitative multiple-case study approach, the research synthesizes insights from 12 semi-structured interviews, observational data, and institutional documents across three diverse universities. Thematic analysis using NVivo software identified three major findings: (1) varied institutional translations of centralized mandates, (2) performance-driven internationalization logics influenced by incentive structures, and (3) intercultural tensions reflected in the lived experiences of faculty and international students. The findings reveal systemic tensions between global competitiveness goals and local cultural practices, underscoring the limits of top-down strategies. This study contributes theoretically by integrating world-systems, soft power, and Confucian institutionalism, and practically by offering actionable strategies to enhance sustainable and inclusive internationalization in higher education.

This study examines the internationalization of higher education in Laos, Myanmar, and Thailand by situating global internationalization trends within distinct political, institutional, and capacity constraints. Drawing on Knight’s 4Ps framework and a systematic review of literature (2017–2026), the study analyzes policy documents, institutional reports, and comparative cases to explore how higher education institutions in Global South negotiate internationalization pressures. The findings reveal that internationalization across the three countries is uneven, selective, and shaped by local conditions, including limited institutional capacity in Laos, political instability and crisis-driven mobility in Myanmar, and stratified system expansion in Thailand. Regional integration and cross-border mobility emerge as critical dynamics, particularly between Myanmar and Thailand, challenging policy-centric models of internationalization. Based on these insights, the study proposes a Sustainable Internationalization Framework that explains how global agendas interact with local realities, offering a context-sensitive analytical lens for internationalization in Southeast Asia and comparable Global South settings.