On Subtitle Translation Strategies of Cultural External Promotion Short Videos — A Case Study of the Short Videos in the “Living Heritage” Column of China Daily

Abstract

With the advancement of globalization, cultural external promotion has gradually become an important means of cultural exchange between countries. As a key medium for information dissemination, short videos have increasingly attracted global attention. This paper takes the short videos in the “Living Heritage” column of China Daily as a case study to explore the subtitle translation strategies of cultural external promotion short videos from the perspective of multimodal theory. By analyzing the subtitle translations in the “Living Heritage” column, this study aims to reveal how to effectively integrate linguistic, visual, and auditory multimodal elements in short videos to accurately convey cultural information. Through case analysis, the paper explores the strategies for cultural adaptation in subtitle translation, the application of functional equivalence, and how to handle cultural differences during the translation process. The research finds that subtitle translation is not only a linguistic transformation but also a bridge for cultural transmission, requiring full consideration of the synergistic effect of multimodal elements. Finally, the paper summarizes the current strategies for cultural external promotion subtitle translation and provides an outlook for future research directions.