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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
PENG Ying
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DOI:10.17265/2159-5836/2026.03.006
Wuhan University of Technology, Wuhan, China
Multimodal discourse analysis has advanced the shift in subtitle translation studies from linguistic level to modal synergy. National image promotional videos, as highly condensed multimodal texts, hold significant research value for their subtitle translation in cross-cultural communication. Drawing on Zhang’s multimodal discourse analysis framework, this paper analyzes the dynamic interaction and meaning co-construction among visual, auditory, and textual modalities in the international promotional video CHN on Chinese civilization. The findings contribute to a deeper understanding of the mechanisms underlying multimodal subtitle translation and offer insights for subtitling practices in the context of promoting Chinese culture globally.
multimodal discourse analysis, subtitle translation, online promotional video CHN for the international image of Chinese civilization
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