The Construction and Communication of National Image by Publicity Documentary Subtitle Translation from Multi-Modal Perspective: A Case Study of China on the Move

Abstract

With the evolution of globalization, the world pattern has become more open and diverse. A good national image is the strategic capital for friendly exchanges and cooperation between countries. The shaping and dissemination of national image have become the most important game strategy for countries in international political and economic competition. As one of the most important media of external communication, publicity documentary fully embodies the construction of national image. This study is based on the perspective of multimodal discourse analysis, using the cultural, contextual, and content dimensions of the multimodal discourse analysis framework proposed by Zhang Delu as the specific research and analysis path. The bilingual subtitles of the documentary China on the Move are used as the corpus, and an overall example analysis is conducted from the cultural and contextual levels. Then, a specific analysis is conducted from the content level on the modality in the documentary. Through subtitle translation, explain how documentaries achieve precise construction and accurate communication of the national image through multimodal cooperation.