A study on the external communication of Jilin’s ice and snow cultural tourism from the perspective of Eco-translatology——taking the term “ice and snow” in the Japanese edition of people’s daily online as an example
翻译生态学视域下吉林省冰雪文旅对外传播研究——以《人民网日文版》的“冰雪”为例

摘要

本文以“生态翻译学”三维转换理论（“语言维”、“文化维”、“交际维”）为框架，通过系统收集与分析人民网日文版“冰雪”主题新闻报道中吉林省相关文本，旨在解决吉林省冰雪文化旅游日文外宣翻译的现状与问题。调查发现：吉林省冰雪文化旅游外宣翻译存在资料匮乏、理论体系缺失等核心瓶颈，具体表现为：（1）“语言维”的直译导致文化负载词失真（如“冰天雪地”误译为“氷天雪地”）；（2）“文化维”的符号错位（如“雾凇”与“樹氷”的混淆）；（3）“交际维”的语境缺失（如“3亿人上冰雪”未传递政策成果）。基于此，本文结合胡庚申教授的“生态翻译学”理论，提出针对性翻译策略，以优化吉林省冰雪相关外宣文本的跨文化传播效能，为吉林省冰雪文化旅游外宣工作提供理论参照与实践指导。

Abstract

Based on the three-dimensional transformation theory of Eco-translatology ("linguistic dimension", "cultural dimension", "communicative dimension"), this study systematically collects and analyzes Jilin-related texts in the "ice and snow" themed news reports on People's Daily Online Japanese Edition, aiming to reveal the current situation and problems of the Japanese external publicity translation of Jilin's ice and snow cultural tourism. The research finds that the publicity translation in Japanese language of Jilin's ice and snow cultural tourism faces core bottlenecks such as insufficient materials and a lack of a theoretical framework, with specific manifestations as follows: (1) the literal translation at the "linguistic dimension" leads to the distortion of culture-loaded words (e.g., the incorrect translation of "冰天雪地" as "氷天雪地"); (2) the symbol dislocation at the "cultural dimension" (e.g., the confusion between "雾凇" and "樹氷"); (3) the contextual absence at the "communicative dimension" (e.g., "3亿人上冰雪" fails to convey the policy achievements of the initiative “300 million people participating in ice and snow sports”). Based on this, drawing on Professor Hu Gengshen's Eco-translatology theory, this study proposes targeted translation strategies to optimize the cross-cultural communication effectiveness of Jilin's ice and snow-related external publicity texts, thereby providing theoretical reference and practical guidance for the external publicity work of Jilin's ice and snow cultural tourism.