结合翻译学，国内地矿油类高校的国际传播路径构建

外宣翻译在讲好中国故事、助推中国文化“走出去”的过程中扮演着至关重要的角色。目前，理工科高校的英语专业翻译课程尚存在不少亟待改进之处，改革探索势在必行。新时代理工科高校的英语专业应更加注重培养学生的外宣翻译意识和能力，更好地对接国家战略，培养能够满足社会需求的外语人才。本文认为，在理工科高校英语专业翻译课程改革进程中，须将外宣翻译的原则与要求以及课程思政有机地融入教学内容当中，在全面提升学生面向国际的先进理工科专业知识水平与能力的同时，培养其技术传播意识，提升对科研成果的外宣翻译能力，实现文化自信与文化认同的协调发展。

国家形象作为文化软实力，对提高国际影响力具有重要作用。中国的国家形象长期以来都是以他塑为主，造成国家形象危机。因此，中国必须主动出击构建国家形象，其中外宣翻译是我们讲好中国故事、传播中国声音的有效“武器”。鉴此，文章主要梳理国内外对国家形象的定义，厘清中国国家形象构建过程中存在的问题，阐明外宣翻译对国家形象构建的重要作用，提出基于构建国家形象为目标的外宣翻译规划，试图为构建新时代中国国家形象和中国特色外宣翻译话语体系提供镜鉴。

随着我国日益步入世界中心舞台，在中华民族伟大复兴战略全局与世界百年未有之大变局交织背景下，如何加强国际传播能力建设，形成与我国综合国力和国际地位相匹配的国际话语权应运成为时代命题。高校作为科技创新、文化交流与人才培养的高地，参与国际传播工作有着深刻的理论逻辑与现实依据，在原则规范上需坚守意识形态边界强调政治性，丰富传播话语符号形态突出创新性，彰显高校优势地方特色等。部分高校通过深入探索高位引领、典型打造、多元参与、机制保障等多管齐下的立体化国际传播方法与路径，取得了有益的经验，使高校在推动国际传播效能提升中大有可为、大有作为。

中国特色对外话语体系的相关研究已经成为学界目前的研究热点。本文在详细梳理现有研究状况的基础上,探讨了本领域未来的研究路径,希望可以启发后续有关中国特色对外话语体系译介与传播的理论研究与实践探索。未来的研究依然需要在理论与实践、理念与方法、体制与机制、译介与传播、平台与渠道、人才与培养等领域不断拓展研究的广度与深度,特别需要加强在理论创新研究、应用对策研究、人才培养研究以及机制效能研究等核心议题上的探索。

随着我国综合国力和国际地位的不断提升，中国特色对外话语体系正处于发展机遇期，但也面临一系列严峻挑战和巨大压力。为切实提升中国话语表达的准确性和国际影响力，本文构建了“中国特色对外话语体系建设”模型，并强调译者应在思政意识的指导下，坚持“受众中心论”，攻克语言语境关，力求打破文化壁垒和语言壁垒，强化国际传播思维，提升话语策略艺术，进而实现有效的话语传播。同时，着眼于关系到话语体系长远发展的人才培养问题，从课程设计、内容选择和学习形式等方面入手，加强高校思政意识引导，实现思政教育、专业学习与能力培养的同步推进和高效配合。

唐山作为“中国近代工业摇篮”，唐山工业文化是中国工业化历程的独特缩影，其外译是打破西方工业文明话语垄断、向世界阐释中国智慧与中国道路、提升文化软实力的重要举措。当前，唐山工业文化外译呈现 “实体空间体验先行、文本翻译滞后、学术体系未成” 的显著特征，对唐山工业文化外译话语体系构建的系统性研究不足。本文在把握当前研究现状和现实困境的基础上，尝试提出构建唐山工业文化外译话语体系的具体策略，为唐山工业文化外译话语体系的发展与完善提供新思路。

意识形态视角下,我国外宣话语在翻译叙事上应体现意识形态的主体性,对我国政治文化立场以真诚回应;在翻译思想上应坚持强化中国学派意识。由此,我国外宣话语的释译应坚持正确的意识形态立场,将目的语表达与中国文化有机融合,体现翻译语用中的主体性策略和约定俗成下的通约性原则。唯有如此,才能形成具有中华文化原型特质的跨文化产品,使外宣翻译成为真正意义上的跨语际实践活动。

近来，特别是新冠疫情暴发后，人类发展面临新的挑战，中国对外话语构建的重要性和紧迫性愈加突显。面对中西文化交流失衡和中国话语在全球话语“失语”的现实，当前对外话语构建要避免自我怜悯、过度激进、对抗冲突思维，将当前的“走出去”与近代以来的“引进来”话语构建放在同一个逻辑时空坐标体系中，以异向同构思维探索对外话语构建的有效路径。林纾的“引进来”话语构建，在话语形式、叙事模式和价值观承载方面体现出“融合”话语特征，对“走出去”话语构建提供了富有启发意义的参考。基于“融合”思维的对外话语构建包含以下内涵：以具有中国特质的中国英语为话语表达手段，以中国传统和当代实践为基础并具有全球化思维的言说方式为叙事模式，以中西方价值观的互补互鉴为思想共载。这种融合话语构建方式旨在避开意识形态和价值观的直接冲突，以中国文化价值观的自信为基础，以世界问题的中国解决方案为路径，以多元话语的共存为核心，以全人类的共同关切为终极目标，对人类文明的进一步繁荣发展具有深远的历史意义。

在“一带一路”倡议与共建“中国—东盟命运共同体”的框架下，融媒体时代赋予国际传播新内涵，习近平总书记对中国——东盟媒体交流年的贺信更凸显媒体在民心相通中的桥梁作用，区域性对外传播媒体也需以柔性传播方式提升国家软实力。本文聚焦中国与东盟国家在广播影视和网络视听节目领域的交流与合作，通过文献梳理、现状分析与问题拆解，探究在融媒体时代下中国与东盟国家广播影视跨文化的传播策略。通过简述中国广播影视节目在东盟各国的传播、落地情况以及东盟国家受众需求，分析其在跨文化传播中存在的弱点，紧密结合中国得天独厚的地缘、语言、文化等优势，从多层面提出策略：政府层面深化市场调研与人才培训，依托地方优势打造交流品牌；市场主体实施“一国一策”，加强技术合作；创作层面兼顾中国特色与本土元素，挖掘情感共鸣点；人才层面聚焦小语种译制人才培养，筹建译制中心，推动中国与东盟广播影视传播向更深层次发展。以构建更高效、精准的中国—东盟视听传播新格局，全面提升跨文化传播效能。

… which texts are acceptable or accepted for translation, to the type of translation and assimilation/compensation strategies to employ, and to the criteria by which a translation is judged. …

… They also quote a number of translation scholars that have explored news translation. … from Communication Studies and translation is studied from the perspective of communication …

This article is in three parts. Part 1 describes translation in relation to intercultural communication. Part 2 characterizes translation as intercultural communication designed to achieve intercultural understanding, which can be reached along two different paths: overt and covert translation (House 1977). These translation types and the notion of a ‘cultural filter’ are characterized. Part 3 addresses the impact globalization and global English is having on translation today. Today, we know little about how massive unidirectional translations from English into other languages influence discourse norms in these languages. The paper discusses relevant research into this important issue. While there are some signs that a new kind of overt translation is gaining ground, suppressing cultural filtering and causing Anglophone norms to ‘shine through’ in translation, other studies show that indigenous discourse norms remain intact.

The linguistic trinity policy, which has been implemented in Kazakhstan since its independence in the 1990s, is aimed at integrating translation into global processes. Kazakh-Russian bilingualism, caused by the historical and geopolitical proximity of the two countries, is now turning into trilingualism, joining up with English as the dominant language for international communication. Literary translation as a part of cross-cultural communication is also involved in social inclusion processes, contributing to the exchange of cultural values and a better understanding of modern multilingual Kazakhstani society. This article focuses on the issue of presenting Kazakh literature in translation through a mediating language and the research involves an analysis of culture-related lexemes as representations of a nomadic lifestyle in the mirror of intercultural communication. The authors highlight cultural and linguistic aspects of Kazakh transmitted from the mediatory Russian into the target English. Based on a review of previous findings on indirect literary translation, this article discusses whether a mediating language affects the inclusion of Kazakh culture in the globalization process.

This article addresses the relationship between translation, intercultural communication and international development practice as encountered in the field. Through tracing parallel developments in the academic fields of translation studies and intercultural communication studies, it highlights the move from static concepts of language, nation, and culture to the fluid exchange spaces of multilingual and intercultural encounters. In-the-field examples of international development challenges are examined and discussed in the light of these theoretical shifts. We propose (a) that both fields of study can learn from each other, (b) that translation training should account for the messy intercultural spaces of contact zones, and (c) that guidance on intercultural practice be further developed to benefit those working in the field.

The rise of globalization, the strengthening of multicultural societies, the abolishment of borders, technological advances, social networks, and the increasing political power of economic forces are all unmistakable occurrences that are characteristic of the 21st century. Communication within these multilingual societies comes across new developments and challenges that inevitably modify each type of intervention. All these issues are subjects of growing interest within the scope of research and training in Translation and Interpreting Studies and intercultural communication. This article focuses on some of these issues. First, the author will briefly write about some overarching themes in Translation and Interpreting Studies (T&IS). This will be followed by an overview of the influence of some disciplines. After that, some tendencies in research methods used in T&IS will be explore. Finally, an example of crossing domains in research and practice in T&IS in the 21st century will be presented taking as an example the Master Thesis from the MA in Intercultural Communication, Public Service Interpreting and Translation (Chinese- Spanish) offered at the University of Alcalá, Madrid, Spain.

… conception of cross-cultural communication, a description of the specificities of translation, and an attempt to envisage the future of cross-cultural communication in a globalizing age. …

… Although numerous studies discuss international student collaboration, as we have shown, technical communication and translation studies seldom focus on international collaboration …

ABSTRACT This paper reports on an investigation of a Higher Education institution’s webpages for prospective students. The study is used to illuminate how different conceptions of internationalisation are, or are not, represented to home and international students in university marketing. Multimodal Critical Discourse Analysis (CDA) is used to investigate the webpages’ discursive strategies through detailed analysis of linguistic features and images. The research explores how discourses frame or sideline conceptions of internationalisation, and it shows that in this case the dominant discourse of internationalisation is a narrow and exclusionary one. The paper concludes that in the webpages of this non-elite university a broader version of internationalisation is being marginalised in a neoliberal climate perhaps because it cannot be quantified, does not fit the individual consumer model, and so is squeezed out under the pressures of other discourses.

… the visual identity of Chinese universities. This study investigates the multimodal discourse of the ‘About Us’ web genre which employs pictures to portray the universities’ brand identity, …

Abstract This study employs a revised theoretical framework of multimodal positive discourse analysis to analyze the process of national image construction in a Chinese video. In contrast to original studies focusing mainly on language or text and image, this study considers three interrelated multimodal resources: sound, image, and language. Different modalities play different roles in national image construction, and they also collaborate with each other for a uniform purpose. Specific multimodal working mechanisms contribute to the construction of a positive national image. Multimodal resources are also signs in the sense of semiotics, which are perceived by different sense organs and take effect in producing vivid and impressive senses.

Whilst a plethora of research has taken into account the exertion of website homepages as a conduit for effectively conveying information, it is acknowledged that the matter of ideological values and how these ideals are manifested through such digital communication media has been somewhat overlooked. Thus, the research at hand attempts to go over how the university advertises its ideological construal on its homepages by way of the adoption of multiple modes, involving both linguistic and aesthetic dimensions, and video. In this investigation, multimodal approaches encapsulated by Kress (2010) and Pauwels (2012) were employed to address the ideological values through visual components on the university homepages. Drawing from the attainable data, the university's homepage is crafted utilizing two fundamental categories of semiotic methods such as a combination of visual and textual elements, as well as video to reinforce the aesthetic, nevertheless, it neglects to incorporate any semiotic resource that places particular emphasis on visual components. The strategic utilization of diverse multiple modalities of communication on the homepage has effectively promoted an array of constructive ideological ideals that hold significant worth for stakeholders and the public, considering the pivotal role that universities play in shaping societal beliefs and perspectives.

Since entering the era of information, people are realizing that meanings no longer exist only in language or words, but are also conveyed by non-verbal modalities like images, sound, color, and gesture. These non-verbal means of communication are increasingly significant and get into a broader utilization in public media communication, especially in publicity film or short video. This research, based mainly on Kress. G & Van Leeuwen’s Grammar of Visual Design and Zhang Delu’s Comprehensive Theoretical Framework of Multimodal Discourse Analysis, conducts a multimodal discourse analysis on the National Publicity Film of China—China Steps Into a New Era. After a synthesis analysis from both macroscopic and microcosmic angle of the transcription of the film, this thesis comes up to its conclusion that the publicity film mainly involves two kinds of modalities: visual sense and auditory sense. Visual sense includes light, image, color, body movement and facial expression; auditory sense falls into language, music and sound. These modalities are not only simple spreading out or superposition, but interact, mingle and supplement with one another, so as to reach emotional resonance. Consequently, the communicative purpose of the multimodal discourse is realized in this way.

… to find numerous instances of higher education publicity and marketing displayed in subway … If we see advertisements as discourses, and discourses as resources to construct reality, …

ABSTRACT Incorporating conceptual and discoursal perspectives, this study examines multimodal conceptual metaphors occurring in university advertisement posters. These posters offer a unique window onto the creative operation of cognitive mechanisms in the production of images and texts designed to work together to convey a message. Based on a dataset of posters promoting South Korean universities, the study explores (1) what metaphors emerge from interaction across modes; (2) how multimodal metaphoric creativity facilitates recontextualized framing; and (3) what social perspectives, values, ideologies, and cultural underpinnings of the society’s education discourse are conveyed in the posters via metaphors. From the conceptual perspectives, the mapping relations manifested in both visual and verbal modes reveal several overarching frames in various metaphor scenarios, reflecting different levels of generality through recontextualization. From the discoursal perspectives, the study shows that discourse stances regarding the perception, purpose, progress, and process of education are based on social attitudes, embodied experiences, cultural values, and ideologies linked to contemporary South Korean lifestyles. The study discusses the discoursal views on education that are manifested in multimodal metaphors related to self-growth, national and global competitiveness, the national identity of Koreanness, and the idea of building human capital and facilitating employment.

Abstract Higher education institutions (HEIs) attach great importance to the building of their brands, which can serve as their unique signs in the world education market. The increasing marketization has propelled contemporary universities to utilize web-mediated communication as an effective venue for branding practice. This study examines how an elite university in China, namely Tsinghua University, represents and brands itself through its web discourse. The hypertextual and multimodal resources presented on the university’s About webpage were compiled and analyzed by drawing upon a hypermodal approach. It finds that multimodal resources of various types on the About webpage are hypertextually interconnected to construct a prestigious university brand in a reader-friendly format. This study contributes to existing research by extending the multimodal focus to hypertextual discourse. Furthermore, the findings could help practitioners design university webpages that effectively communicate a unique brand identity to engage audiences.

Due to the development of higher-education marketization, colleges and universities in China's provinces, cities, and regions are facing fierce competition and significant challenges, and vocational universities are no exception. In order to further enhance their visibility and social recognition, vocational universities have adopted various publicity strategies, especially utilizing social media platforms such as WeChat, Weibo, TikTok, and XiaoHongShu. Using the framework of visual grammar analysis, this paper investigates the identity construction in the discourse of vocational universities on social media by analyzing images posted on social media platforms by 33 vocational universities in China. The research findings show that vocational universities use visual content on social media to construct their identities as being skilled, service-oriented, regional, international, employment practice-oriented higher-education institutions that are equal to those in general higher education. This reflects the value of vocational education in today's Chinese society and the realistic difficulties and development challenges faced by higher-vocational colleges and universities.

Abstract The joint force of social media and marketization has transformed university communication in terms of style, discourse structure, and communicative purpose. To understand its new features in comparison with print media, this paper analyzes a corpus of universities' recruitment posts on WeChat in China. Using the method of genre analysis, the study identifies 8 moves which serve 5 different communicative functions. Each move is analyzed in terms of its salient semantic features and linguistic/visual strategies of realization. Analysis shows that WeChat recruitment posts are characterized by (1) an interdiscursive mix of a wider range of communicative functions, particularly the coexistence of policy discourse and promotional discourse, (2) sophisticated hierarchies of talents wanted and highlighted remuneration information, (3) the use of personalized language and multimodal resources such as photographs and tables to engage readers' interest and to build solidarity. The new features are then discussed critically in relation to the ongoing ‘recruitment hype’ in China and the affordances of WeChat.

… Finally, the change in discourse and ideologies will not happen only through dissemination of modified discourses and ideologies by students, but also by teachers. Champan and Pyvis …

… This spread of English has had relevant ideological and ethical … in Academic Discourse carried out by CERLIS, the research centre on specialised discourse based at the University of …

… Cross-cultural competence is often studied as part of the foreigner’s … discourse level of interactions. To address this issue, this article proposes a conceptual model to study cross-cultural …

… of the Chinese discourse and narrative system, tell Chinese stories well, spread Chinese … In such a general environment, the demand for cross-cultural communication is increasingly …

… of written academic discourse undertaken from a cross-cultural perspective, because such a … of the processes of knowledge production and dissemination on the more general level of …

Abstract Research on mediating cross-cultural differences in rhetorical conventions of research article abstracts (RAAs) between such culturally distant languages as English and Chinese is rare. This article aims to explore the differences in rhetorical preferences between independently produced English and Chinese research article abstracts and the strategies used in translating Chinese RAAs into English. RAAs published in three journals between 2006 and 2016 were selected to form three corpora: corpus A consisting of 32 English RAAs, corpus B made up of 38 Chinese RAAs, and corpus C including 38 English RAAs which are translations of the RAAs in corpus B. Corpus A and B form a comparable corpus while corpus B and C constitute a parallel corpus. Results suggest that Chinese and English RAAs have different preferences in rhetorical move patterns because the rhetorical moves of Product and Method are much more frequent in English RAAs compared with their Chinese counterparts, and that rhetorical foreignization is the dominant strategy in translating Chinese RAAs into English. Possible reasons of such rhetorical differences and the impact of this resistant strategy on the reception of the translated RAAs in the international community is discussed.

This paper demonstrates the role of disciplinary context in shaping the common rhetorical and textual features of research texts in different languages and, more broadly, problematizes …