Cross-cultural communication of Chinese traditional culture in the perspective of intersemiotic translation: Cultural symbols in Li Ziqi’s YouTube videos
Qiaochu Zhao
Department of modern language and culture, Durham University
DOI: https://doi.org/10.59429/pmcs.v7i1.9541
Keywords: Cross-cultural communication; Intersemiotic translation; Li Ziqi
Abstract
This paper examines the cross-cultural communication of traditional Chinese culture through the lens of intersemiotic translation, focusing on the cultural symbols showcased in Li Ziqi’s YouTube videos. Li Ziqi, a renowned Chinese video blogger, has garnered international attention for her content that revolves around traditional Chinese rural life, food, folklore, and non-traditional crafts. The study employs Roman Jakobson’s theory of intersemiotic translation as a framework to analyze the verbal and non-verbal symbols in Li’s videos. By examining the title, synopsis, subtitles, and dialogues in her videos, the paper highlights the use of domestication and foreignization strategies to bridge cultural gaps. Furthermore, it delves into the visual and auditory non-verbal symbols, showcasing how they contribute to the immersive cultural experience for international viewers. The analysis reveals that Li Ziqi’s videos effectively utilize a combination of verbal and non-verbal symbols, adopting strategies that reduce cultural misunderstanding while preserving the authenticity of traditional Chinese culture. This study provides insights into the successful cross-cultural dissemination of traditional Chinese culture in the digital age and offers implications for cultural translation and international communication.
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