Chinese culture’s “going out” cannot be separated from foreign translation。Foreign translation is a long-term process、Complex system engineering，Involving Translation Studies、Communications and other disciplines。Both "translation" and "introduction" require "keeping integrity" and "innovation"，Strive to achieve "alienation first，Naturalized as a supplement” “passed on to both sides，Equal interaction" "Internal and external coordination，Taking into consideration both cause and effect”。

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Domestication and foreignization are common translation strategies in foreign translation。The former takes the target language as its destination，Emphasis on the fluency of the translation，Conducive to reducing the reading load of the translation audience；The latter takes the source language as its destination，Emphasis on the heterogeneity of the original text，Conducive to retaining the differences in the source language and culture。But the cultural school translation theory believes that，The choice of naturalization stems from the inequality between the two cultures。Postcolonial theory also emphasizes，If translation is regarded as a tool in cultural struggle，Then naturalization is the colonial rule of a stronger culture over a weaker culture。Strictly speaking，From weak culture to strong culture，Domestication is the “domestication” and elimination of weak culture，Alienation is "anti-domestication"，It is the preservation of the unique charm of disadvantaged culture。From strong culture to weak culture，Alienation will become the driving force for strong culture to invade weak culture，And naturalization is just conducive to retaining Bet365 app download the language characteristics of disadvantaged cultures。Chinese culture “going global”，In most cases, it is still a transition from a weak culture to a strong culture (such as English culture)，Therefore, we need to always be alert to the "invasion" from a strong culture，Do a good job of "keeping integrity" and "consolidating the foundation"。

Translation purpose、The reader’s expectation horizon and the translator’s cultural stance will affect the translator’s choice and use of translation strategies，However, the influence from the historical and cultural context runs through the entire translation process。In view of the current translation context between Chinese and foreign languages ​​and the cultural mission shouldered by translation，When choosing a translation strategy, you should first consider "why you translate"，And use this as a starting point to lead Chinese culture to "go out"。If translation is elevated to the strategic level of cultural power and national soft power，International translation and introduction of Chinese culture，We should insist on "alienation is the main thing，The translation strategy of “domestication as supplement”。current，British and American cultural hegemony manifests itself in translation activities as “translation norms” that favor “smoothness”, “fluency” and “transparency”，We still adopt repressive and exclusive policies towards heterogeneous discourse and culture。On the one hand，The translator aims to gain acceptance and recognition from readers with strong cultural background，Had to make compromise，Adopt language expressions that are popular among readers with strong cultural background。If you blindly rely on naturalization，It is bound to weaken or eliminate the unique cultural elements of the source language culture，Especially the nationality and locality of some national cultures。At the same time，This will also put the target language culture (mainly English culture) bet365 Play online games above the source language culture。On the other hand，If "faithful reciprocity" is not considered，Purely pursue “fluency” in language，In fact, it is to cover up the naturalization of the weak culture by the strong culture，This will further expand the hegemony of British and American culture。Opposite，If in the foreign translation and introduction of Chinese culture，Adopt a foreignization translation strategy that retains national cultural differences and nationality，At least it won’t make it more marginalized，And may maintain or promote cultural innovation。

The global nature of culture comes from excellent national character，The former is the commonality sought on the basis of the latter。If we look purely from the perspective of the target language audience，Blindly chasing translation market sales，Abusing other innovative strategies that disregard integrity，Both are contrary to the translation ethics of “truly going global”。If a foreignization-based translation strategy is adopted，It is possible to make more Western audiences aware of the form and connotation of Chinese culture，From recognition to understanding、From understanding to recognition、From recognition to acceptance to respect，Let the national character of Chinese culture become global。So，For Chinese culture，Preserving nationality and locality is “keeping integrity”，Foreignization translation is "innovation"，There is no way to make progress unless you “keep upright”，No defense if it is not “innovation”。

　　Both transmitters and receivers interact equally

Foreign translation is a cross-cultural two-way interactive communication behavior，Both transmitters and receivers must have a common space of meaning。“Equality” is a manifestation of the “faithfulness” of translation ethics at the social and cultural level，Dialogue is the construction of a common meaning space、An important way to achieve “universality”。Chinese culture “going global”，We are building Bet365 lotto review a community with a shared future for mankind with dialogue rather than monologue as its core。Dialogue is based on equality，Countries and nations, big or small, strong or weak，We are all members of the big family of "sharing beauty and beauty"。“Going out” requires seeing the world from one’s own perspective，We must also look at ourselves from the perspective of the world。Whether it is the sender or the receiver，Eastern countries or Western countries，Neither can alone determine the norms of this kind of cross-cultural communication，It is about gradually changing the inappropriateness in equal dialogue、Non-globalized cultural concepts，Build a peace together、The human world of development and cooperation。If both the transmitter and the recipient participate in civilizational exchanges and mutual learning as equals，You can constantly make corrections in the process of "seeking common ground and explaining 'differences'"、Reconstructing national identity and ethnic identity，Achieving win-win cultural exchanges for both transmitters and receivers。

Chinese Culture Translation and Introduction，Both transmitters and receivers are equal subjects of interaction，Chinese and foreign cultures are the content of equal interaction，Mutual learning among civilizations、Win-win cooperation is the purpose of equal interaction。Only a foreign translation perspective that upholds equal interaction，Only then can we discover "the self in the mirror"，Thus truly and deeply grasping the essence of Chinese culture，Enhance cultural confidence while maintaining integrity；Only with the help of foreign translation can we innovate，Further development。Only equal interaction，The recipient can change some inherent prejudice or reference target within a certain period of time，This will produce a lasting and far-reaching communication effect。Chinese culture “going global”，Reflects initiative and the style of a great country，Provides Bet365 lotto review an example for the construction of equal interactive discourse system。

The transmitter and the receiver are the two poles of information dissemination，“What to translate?” is a matter of content，“How to translate” is a strategic issue。Maximizing the effect of Chinese culture translation and introduction requires precise communication based on the differences in audience needs。Adhere to the concept of "suiting it to its needs、Invite them to participate、Invite them to participate、Communicate with it”；Prudent and measured in scale，Need to respond to reasonable needs efficiently，But you can’t “just cater to”，Forgetting the roots；Be meticulous in strategy，Audience Segment Type，Comprehensively grasp the cognitive needs of different audiences、Psychological needs、Attitude tendencies and reading habits。At the same time，Relevant institutions still need to continue to improve the information feedback (forward) mechanism，Actively carry out questionnaires、Investigation、Setting (interview)，Book Review、Reports and forum-based communication activities, etc.，Laying the foundation for realizing a virtuous cycle of foreign translation。

　　Coordinate internal and external matters, take into account both cause and effect

In the current network communication context，Information dissemination begins to become instantaneous、Characteristics such as openness and globality，The business boundaries between media are also getting smaller and smaller - the content of the media is becoming more and more the same、Communication subjects are becoming more diverse and audiences are becoming more integrated，The traditional concept of “difference between inside and outside” external propaganda faces severe challenges。To this，The translation and introduction of Chinese culture to foreign countries needs to be based on the current communication context，Advance with the times、Innovative concept - changing "differentiation between inside and outside" to "coordination of inside Bet365 lotto review and outside"，That is, considering the internal and external dimensions as a whole、Translation content、Translation entities and media channels, etc.。We must pay attention to various differences，Resorting to proximity again。

The translation process affects the translation effect，The former is the reason，The latter is the result。The test of translation effect mainly relies on audience feedback，Contained in Cognition、Emotion、Changes at different levels such as attitude or behavior。For this，Must take both cause and effect into account—optimizing the translation and introduction process，Value audience feedback。In terms of translation process，Improving the external translation and introduction mechanism、Integrated communication resources、Expand media channels、Enrich communication methods，Guarding for “making one’s own voice” and “borrowing sails to go to sea”；Make full use of new media technology and digital publishing technology，Maximize noise cancellation，Reduce entropy，Guaranteed translation effect。In terms of audience feedback，Coordinated by a specialized foreign translation and introduction research institution、Guidance internal and external feedback network system，Comprehensive understanding of foreign political circles、Academia、Feedback from the media and ordinary people on various translations of Chinese culture；Coordinate with various media organizations for joint operations，Carry out various forms of investigation and research using the "invite in" and "go out" methods，Provide reference for optimizing or planning current and future foreign translation。

The “going out” of Chinese culture is what the times require，It is to build a cultural power、The only way to enhance the country’s soft power。"Keeping integrity" is reserved，It is for cultural inheritance；"Innovation" is change，It is for cultural development，The two are the dialectical relationship between change and immutability。International Bet365 lotto review translation of Chinese culture，Whether it is translation or dissemination，Both need to be "upright" and "innovative" based on the context of the times，Promote Chinese culture to “go out” and “go in”。

　　(This article is a phased result of the National Social Science Fund Western Project “Research on the Translation of Tibetan Cultural External Promotion from the Perspective of Communication Studies” (17XYY018)

(Author’s Affiliation: School of Foreign Languages, Southwest Jiaotong University)