A research on bilingual construction of municipal government websites in Henan province
河南省市级政府门户网站中英双语建设研究

摘要

本文调查了河南省17个市级政府网站双语建设现状，发现双语网站建设还比较滞后，作为外宣传的重要窗口，无论是内容选择还是排版设计，均不能很好满足外国受众的需求。具体而言，仍然采用内宣的思维方式进行对外宣传，造成外宣针对性不足，达不到预期效果，比如，过多呈现当地政务信息，而外国受众关注的求学、旅游、经商、交通、饮食等信息匮乏等。反映了政府网站建设中投入不足，人才缺乏等现实问题。因此，建设市级双语政府网站，要遵循“内外有别”的宣传策略，要充分考虑外国受众的认知特点、思维方式和实际需求；语言要准确简练，凸显关键信息，一目了然；内容要做到图文并茂，恰当使用流媒体技术；网页上要有搜索框以及双语服务电话等，真正做到服务受众。

Abstract

This paper investigates the current situation of bilingual construction of 17 municipal government websites in Henan Province, finding that the bilingual website construction is still lagging behind. As an important window for external publicity, neither content selection nor layout design can meet the needs of foreign audiences well. Specifically, the thinking mode of internal publicity is still adopted for external publicity, which leads to insufficient pertinence and fails to achieve the expected results. For example, too much local government information is presented, while information that foreign audiences are interested in is insufficient such as study, tourism, business, transportation and diet. It reflects insufficient investment and lack of talent in the construction of government websites. Therefore, to build municipal bilingual government websites, the strategy for different targeted audiences should be adopted to consider the cognitive characteristics, thinking mode and actual needs of foreign audiences. Language should be accurate and concise, highlighting key information at a glance; The content should be illustrated with pictures or videos, and streaming media technology should be used appropriately; There should be a search box and a bilingual service phone on the webpage to serve the audience.