Author(s)

Li Jiayu ¹, Chen Chen ¹, He Yuhui ¹, Li Guiling ¹, Ye Jingwen ¹, Liu Lei ¹

Affiliation(s)

¹ Foreign Languages College, Minnan University of Science and Technology, Shishi, China

Corresponding Author

Liu Lei

ABSTRACT

Against the backdrop of the vigorous development of new media and the advancement of the "Going Global" cultural strategy, short videos have become a vital channel for the international communication of Quanzhou's intangible cultural heritage (ICH). Taking the publicity translation of short videos featuring Quanzhou's folk ICH as the research object and grounded in Skopos Theory, this paper sorts out and analyzes prevalent problems in translated texts, including Chinglish, lexical deviations, inconsistent terminology and cultural mistranslation. Through comparative analysis of typical cases such as the costumes of Hui'an women, hairpin flower customs, Anxi Tieguanyin culture and Nanyin, this paper explores translation approaches adapted to the communication characteristics of short videos. The research proposes that translation should integrate literal translation with reasonable interpretation to strike a balance between cultural connotation and audience comprehension. The findings can provide practical references for the publicity translation of local ICH via new media in Quanzhou and other regions across China.

KEYWORDS

Skopos Theory; Quanzhou Intangible Cultural Heritage; Short Video Publicity Translation

CITE THIS PAPER

Li Jiayu, Chen Chen, He Yuhui, Li Guiling, Ye Jingwen, Liu Lei. Translation & Interpretation: A Study on Overseas Promotion of Quanzhou Folk ICH via Short Videos in the New Media Era. Media and Communication Research (2026). Vol. 7, No. 2, 110-116. DOI: http://dx.doi.org/10.23977/mediacr.2026.070211.

REFERENCES

[1] Chen Y. (2025) A Study on the English Translation of External Publicity Materials of Tea Enterprises in Xinyang from the Perspective of Skopos Theory. Journal of Xinyang Agriculture and Forestry University, 35(2), 67-70.
[2] Dai G.Z. (2017) On C-E Translation Problems and Strategies of Quanzhou Intangible Cultural Heritage. Journal of Liming Vocational University, 3, 33-37.
[3] Liu H., Chen F., Deng S.Q. (2026) Research on Interactive Forms and Communication Path Innovation of Immersive Intangible Cultural Heritage Short Videos. Ancient and Modern Creation, 16, 86-88.
[4] Ye Z.C. (2026) A Study on Subtitle Translation Strategies of the Movie Lychees in Chang’an from the Perspective of Skopos Theory. New Legend, 8, 28-30.

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