基于COCA语料库的河北“非遗”外宣模式研究

Research on the Mode of Intangible Cultural Heritage Publicity in Hebei Province Based on COCA Corpus

非物质文化遗产是中华优秀传统文化的精髓。基于美国当代英语语料库COCA,以河北省国家级非物质文化遗产代表性项目为研究对象,对其英译文本进行检索和提取,以探讨其海外认知度、关注热点和认知途径。发现其外宣翻译存在名称不统一、不同非遗项目海外接受度存在较大差异、地域限定搭配不显著的问题。从传播主体来看,应重视译者和人才的培养;从传播内容来看,应引导海外受众深入细致了解我国非遗具体项目;从传播渠道来看,应综合运用图片、视觉、听觉及文字等多模态手段;从传播客体来看,应顺应海外目标受众的认知、情感和行为特点;从传播效果来看,应建立和完善海外受众的反馈机制,有的放矢地根据反馈结果推进非遗文化传播。

Intangible cultural heritage is the essence of Chinese excellent traditional culture.Based on the American contemporary English corpus COCA,this paper takes the representative projects of the national intangible cultural heritage in Hebei Province as the research object,and retrieves and extracts their English translations to explore their overseas recognition,focus and cognitive approaches.It is found that there are some problems in the translation of external publicity,such as inconsistent names,great differences in overseas acceptance of different intangible cultural heritage items,and insignificant geographical restrictions.From the point of view of the main body of communication,attention should be paid to the training of translators and talents;from the perspective of communication content,overseas audiences should be guided to understand China's intangible cultural heritage projects in depth and detail;from the perspective of communication channels,multi-modal means such as picture,vision,hearing and text should be integrated;from the object of communication,it should conform to the cognitive,emotional and behavioral characteristics of the target overseas audience;from the perspective of communication effect,the feedback mechanism of overseas audiences should be established and improved,and the dissemination of intangible cultural heritage should be promoted according to the feedback results.