摘要
Subway signs exist as multimodal displays of information in a public place for the sake of convenience to the community. Public signs in cities have significant influence on the image of a city and its underlying cultural values. In order to illustrate contrastive cultural values as displayed in public, this study presents an analysis of subway signs in Beijing, China and Sydney, Australia, taking into account the cultural diversity of both cities. In exploring similarities and differences from a cultural perspective, an analysis of the visual elements and wording used in these signs seems to indicate differences in not only language but also cultural norms and values. As such, this analysis provides insights into translating from different language systems and the symbolic nature of social processes, which are embodied by the socio-linguistic and pragmatic forces of intercultural communication. This study discusses the differences between Chinese and English translation both descriptively and pedagogically. It provides implications for teaching and assessing the translation of messages in subway signs, enhancing the understanding of the cultural norms and values that influence observers but often remain hidden in the sign itself.
Subway signs exist as multimodal displays of information in a public place for the sake of convenience to the community. Public signs in cities have significant influence on the image of a city and its underlying cultural values. In order to illustrate contrastive cultural values as displayed in public, this study presents an analysis of subway signs in Beijing, China and Sydney, Australia, taking into account the cultural diversity of both cities. In exploring similarities and differences from a cultural perspective, an analysis of the visual elements and wording used in these signs seems to indicate differences in not only language but also cultural norms and values. As such, this analysis provides insights into translating from different language systems and the symbolic nature of social processes, which are embodied by the socio-linguistic and pragmatic forces of intercultural communication. This study discusses the differences between Chinese and English translation both descriptively and pedagogically. It provides implications for teaching and assessing the translation of messages in subway signs, enhancing the understanding of the cultural norms and values that influence observers but often remain hidden in the sign itself.
