Research on the translation and media convergence pathways for the international promotion of intangible cultural heritage cuisine
非遗美食外宣翻译及媒体融合路径研究

摘要

本文根据国内非遗美食外宣现状如政府积极推动、媒体助力宣传、企业参与推广等以及国外外宣现状如“一带一路”政策和亚冬会的举办为非遗美食外宣创造了一些新的机遇。在研究过程中，本文根据现状发现了一些非遗美食外宣的问题如一些非遗美食地域性较强、宣传渠道、内容单一、市场竞争力仍需加强等问题，提出了相关建议，如翻译策略多种翻译方式相结合、创新宣传内容、媒体融合、对非遗美食进行创新等。本文着力于研究非遗美食外宣问题，为当代非遗美食外宣提出一些可行性的建议，助力非遗美食走向世界。

Abstract

This paper examines the current state of international promotion of Chinese intangible cultural heritage cuisine, highlighting the active role of the government in driving these efforts, the support from media in amplifying the message, and the involvement of businesses in the promotion process. It also considers the international context, such as the opportunities created by the "Belt and Road" initiative and the hosting of the Asian Winter Games, which have opened new avenues for promoting Chinese intangible cultural heritage cuisine. Through this research, the paper identifies several challenges in the international promotion of Chinese intangible cultural heritage cuisine, including its strong regional characteristics, limited and monotonous channels and content of promotion, and the need to enhance market competitiveness. In response to these challenges, the paper proposes a series of recommendations, such as adopting a multifaceted translation strategy, innovating promotional content, integrating media approaches, and innovating the Chinese intangible cultural heritage cuisine itself. Focusing on the issues surrounding the international promotion of Chinese intangible cultural heritage cuisine, this paper aims to offer practical suggestions to facilitate the global outreach of Chinese intangible cultural heritage cuisine.