English translation strategies of Chinese online new media buzzwords: a study from the perspective of cross-cultural communication
跨文化传播视角下中国网络新媒体热词的英译策略研究

摘要

随着网络新媒体的蓬勃发展，兼具社会属性与文化内涵的网络热词成为中国文化跨文化传播的重要载体。然而，热词的高文化内涵浓度、语义灵活性及译法不统一等问题，影响了其精准对外传播。本文选取牛津辞典、中国日报双语新闻等微信主流公众号近5年高讨论度社会生活类热词为研究对象，通过案例分析法，系统探究直译法、意译法及音译加注法的适用场景、传播效果与适用范围。研究发现，三种策略各有优势，直译法适合文化意象可共鸣的热词，意译法擅长解决文化隔阂，音译加注法适用于文化专属概念，在应用过程中，核心在于平衡语义传递准确性、文化特色保留度与受众跨文化共鸣度。本文研究旨在为网络新媒体热词的精准英译提供实践参考，赋能中国网络文化更高效、更深度的国际传播。

Abstract

With the vigorous development of online new media, online buzzwords that possess both social attributes and cultural connotations have become important carriers for the cross-cultural communication of Chinese culture. However, issues such as their high concentration of cultural connotations, semantic flexibility, and lack of unified translation methods have hindered their accurate international communication. This study selects highly discussed social and lifestyle-related online new media buzzwords from major WeChat official accounts (e.g., Oxford Dictionary, China Daily Bilingual News) over the past five years as research objects. Employing the case study method, it systematically explores the application scenarios, communication effects, and scope of application of literal translation, free translation, and transliteration with annotation. The research finds that each of the three strategies has its own advantages: literal translation is suitable for buzzwords with culturally resonant images, free translation excels at addressing cultural barriers, and transliteration with annotation is applicable to culture-specific concepts. In the application process, the core lies in balancing the accuracy of semantic transmission, the retention of cultural characteristics, and the cross-cultural resonance with the audience. This study aims to provide practical references for the accurate English translation of online new media buzzwords and contribute to the efficient and in-depth international communication of Chinese online culture.