论外宣翻译的三大传播理念

On Three Communication Conceptions of Public Diplomacy Translation

在中国国际形象转变的时代背景中,须要结合传播理念开展外宣翻译。回顾新中国成立以来的外宣翻译实践及其研究,可以发现,外宣翻译存在三种基本传播理念,即宣传、说明和劝说。宣传突出观点阐述,说明强调信息交流,劝说关注受众认同。从中国公共外交的层次性目标来看,每种理念各具价值,但也表现出一定的不足。鉴于此,三种理念都须有的放矢,且应互相配合。

Under the background of improving China’s international image,it is necessary to apply communication conceptions into public diplomacy translating. Based on the review of its practice and studies since the founding of new China in 1949, it is found that there are three basic communication conceptions involved in public diplomacy translation,namely,publicizing,explaining and persuading. Publicizing stresses ＂say what＂,explaining ＂understand what＂,persuading ＂accept what＂. According to the gradual goals of China ’s public diplomacy,each conception is endowed with both strength and weakness,none to be either aimless in motion or independent in operation.