Search

Optimization Paths of Chinese Web Dramas’ International Communication from the Perspective of Translation Deviation of Culture-Loaded Words in English Context - A Case Study of Overseas-Focused Web Dramas

Author(s)

Changming Li, Bingqian Lv

Affiliation(s)

University of Jinan, Jinan, Shandong, China

Abstract

As China’s cultural “going global” strategy advances, Chinese web dramas have emerged as a pivotal carrier for cross-cultural communication. However, they confront prominent challenges such as “cultural discount” and communication barriers in English-speaking markets. Grounded in Nida’s Functional Equivalence Theory, Newmark’s Communicative Translation Theory, and cross-cultural communication theories, this study centers on the translation deviations of culture-loaded words (e.g., “filial piety,” “involution”) in the English subtitles of representative overseas web dramas, including Day and Night and Joy of Life. Employing a mixed-methods research design that integrates bilingual text comparison with empirical surveys (questionnaires and interviews) of English-speaking audiences, the study quantifies the impacts of translation deviations-such as rigid literal translation, excessive free translation, and lack of annotations-on audience viewing experiences and communication effectiveness. A dual-dimensional optimization framework, encompassing “translation improvement” and “communication adaptation,” is constructed, featuring practical strategies including hierarchical annotation, dynamic adaptation, and literary transmutation. Additionally, supporting tools such as a translation quality evaluation scale and a standardized cultural brief template are developed. The findings aim to bridge the research gap between micro-level translation issues and macro-level communication effects, provide actionable guidelines for film and television companies as well as streaming platforms, and enhance the precision and influence of Chinese cultural communication in English contexts.

Keywords

Chinese Web Dramas’ International Communication; Culture-Loaded Words; Translation Deviation; Cross-Cultural Communication; Path Optimization

References

[1] Hall, E. T. (1976). Beyond culture. Anchor Books. [2] Ma, X. C. (2025). Problems, challenges and path optimization of Chinese web dramas' international communication. Journal of University of Jinan (Social Science Edition), 35(4), 179-186. [3] Newmark, P. (1981). Approaches to translation. Pergamon Press. [4] Nida, E. A. (1993). Language, culture, and translation. University of Michigan Press. [5] Nida, E. A., & Taber, C. R. (1969). The theory and practice of translation. E. J. Brill. [6] Reiss, K. (1971). Possibilities and limits of translation criticism. Stauffenburg Verlag. [7] Vermeer, H. J. (1989). Skopos and commission in translational action. John Benjamins Publishing Company. [8] Wang, Y. (2024). Research on the international communication strategies of Chinese web dramas in the digital age. Journal of Media Research, 18(2), 45-56. [9] Li, J. (2023). Content innovation and market expansion of Chinese web dramas' overseas communication. Film Art, 55(3), 123-129.