In recent years, translation studies goes beyond the research of language transfer and starts to actively involve itself in more humanity disciplines, such as cultural studies, sociology, and semiotics etc. Translation holds, for example, one of the keys to China’s “go global” strategy. Nations strive to promote their soft power, and one of the many ways of doing so is to reshape the national image by nation branding. Disciplines like international relations, communication studies, sociologies research nation branding from various perspectives; however, translation has long been merely a “tool” in the nation branding process. Based on the development of translation studies, this paper attempts to redefine translation by enlarging its connotation and sees translation as framing. Following that, the paper takes the debate over China-Africa relationship as an example to analyse how this “translation as framing” proposal can help nations brand themselves. As a conclusion, translation inherently brings partial understanding and differences. This is to say the other can easily simplify the national image in one way or another, resulting in stereotypes and even defamation. Meanwhile, nations should translate their own images by framing before branding to the target audience.
|Translated title of the contribution||Translation as Framing: How Translation Works in Nation Branding|
|Number of pages||8|
|Journal||Intercultural Studies Forum|
|Publication status||Published - 24 Jul 2022|
- nation branding