Translation Strategies of GBA's Intangible Cultural Heritage Publicity from the Perspective of Cross-cultural Communication

Abstract

Based on the national strategic background of Guangdong-Hong Kong-Macao Greater Bay Area's construction and Chinese culture's "going out", this study focuses on the key bottleneck of the rich intangible cultural heritage in this region-translation. At present, the practice of international publicity often leads to "meaning dissipation" and "understanding deviation" of profound cultural connotations in international communication due to simple language conversion, which seriously restricts the effectiveness of cross-cultural communication. Therefore, this paper introduces the perspective of cross-cultural communication theory, aiming to break through the limitation of traditional "language equivalence" and regard the translation of international publicity as a meaning reconstruction activity centered on the target audience and aimed at promoting cultural understanding. Through text analysis and case study, this paper systematically analyzes the core challenges faced by Greater Bay Area's translation of non-legacy publicity at three levels: text, context and media, and accordingly constructs a three-dimensional strategy system consisting of "deep translation of text", "reconstruction of narrative meaning" and "multi-modal integration of media". It is found that the successful translation of non-legacy publicity is not a literal transformation, but a strategic communication that combines cultural adaptation, storytelling and multimedia collaboration. This study not only provides regional empirical and theoretical thinking for the cross-cultural communication and translation studies, but also aims to provide a set of operational strategic reference for the cultural publicity practice in Greater Bay Area and even the whole country, so as to help the intangible culture truly realize the deep international communication from "translation" to "introduction".