Translation Studies on Intangible Cultural Heritage in Qilu Culture in the New Media Era

DOI: https://doi.org/10.62517/jnme.202510408

Author(s)

Yinglan Lv

Affiliation(s)

General Education Department, Qilu Medical University, Zibo, Shandong, China

Abstract

This study aims to address the theoretical and practical gaps in the translation of intangible cultural heritage (ICH) in Qilu Culture amid the New Media Era, where the rapid development of digital platforms has created both opportunities and challenges for the cross-cultural dissemination of Qilu ICH—yet existing translation practices lack systematic adaptation to new media characteristics and cross-cultural communication needs. Employing a multi-methodological approach integrating literature review, textual analysis, and theoretical deduction, the research first combs through domestic and international studies on ICH translation and new media communication to clarify the current research landscape and unresolved issues. It then analyzes the unique attributes of new media (e.g., interactivity, accessibility, and multi-modality) and their impacts on the translation goals, standards, and forms of Qilu ICH, followed by an exploration of core translation dilemmas such as the handling of culture-specific terms, the balance between cultural authenticity and audience acceptability, and the mismatch between translation outputs and new media dissemination formats. Finally, the study constructs a targeted translation strategy system for Qilu ICH in the New Media Era, which includes semantic adaptation strategies for cultural terms based on functional translation theory, multi-modal presentation strategies aligned with new media communication features, and audience-oriented optimization strategies grounded in cross-cultural communication theory. The findings indicate that the constructed strategy system can effectively enhance the accuracy, readability, and dissemination efficiency of Qilu ICH translations in new media contexts, providing theoretical references and practical guidance for the high-quality cross-cultural dissemination of regional ICH in China.

Keywords

Qilu Culture; Intangible Cultural Heritage (ICH); Translation Studies; New Media; Cross-cultural Communication

References

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