A corpus-based study on discourse strategies of Zhejiang folk culture in English publicity
基于语料库的浙江民俗文化英语外宣话语策略的研究

摘要

浙江民俗文化源远流长，代表了浙江的文化符号。然而，目前研究缺乏基于语料库对浙江民俗文化英语外宣话语的研究。浙江民俗文化英语外宣不仅能提升浙江国际影响力、推动本土发展，而且还顺应了文化全球化的趋势，助力中华文化更好地走向世界。本研究聚焦浙江民俗文化英语外宣，在文化 “走出去” 及相关国家倡议背景下，借语料库技术剖析其话语特征，以期梳理浙江民俗文化外宣特征，提高外宣质量。研究发现：（1）词汇层面，整体词汇丰富度中等，不同民俗种类差异显著，民俗建筑词汇丰富度高，民间传说较低；实词分布不均，名词主导而动词匮乏，整体词汇密度有限。（2）句子层面，平均句长 23.41 个单词属中长句，文本风格明了，句法复杂度为 1.54，结构简单，利于信息传递与理解。

Abstract

Zhejiang folk culture has a long history and represents the cultural symbol of Zhejiang. However, there is a lack of corpus-based research on the discourse of Zhejiang folk culture in English publicity. Zhejiang folk culture in English publicity can not only enhance Zhejiang's international influence and promote local development, but also conform to the trend of cultural globalization and help Chinese culture go global better. This study focuses on Zhejiang folk culture in English publicity. Against the background of cultural "going out" and related national initiatives, this study uses corpus technology to analyze its discourse characteristics in order to sort out the characteristics of Zhejiang folk culture in publicity and improve the quality of publicity. The study found that: (1) At the lexical level, the overall lexical richness is moderate, with significant differences among different folk customs. The lexical richness of folk architecture is high, while that of folk legends is low; the distribution of content words is uneven, with nouns dominating and verbs scarce, and the overall lexical density is limited. (2) At the sentence level, the average sentence length is 23.41 words, which is a medium-long sentence. The text style is clear, the syntactic complexity is 1.54, and the structure is simple, which is conducive to information transmission and understanding.