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Director General of China International Publishing Group Zhou Mingwei said when the Chinese book products promoting Chinese culture to “Going Out”, we must attach importance to the pertinence of content selection, overcome language translation and the barrier of cross-cultural communication, break into distribution channels overseas at the same time.
He said the demand for the international audience interests had their own focus. This required that the book products need solve the “Pertinence” problem in the content choice. In accordance with readers’ reading interests, reading habits and their lift-style, let the Chinese books really touch foreign audiences, and expect to be understood, earn their respect and recognitions for Chinese culture.
Zhou Mingwei thought that increase the “Pertinence” of product contents is not only introduce the information which foreign readers want to know, but also find out unknown information and territory in the interaction, attract the foreign readers to pay close attention to the contents as we convey them, and achieve the effects of international communication with fascinating way.
The second barrier for Chinese culture “Going Out” is translation. Zhou Mingwei said, if we want to show the Chinese culture on the grand stage of international communication, we must highly value and enhance the translation, especially deal with two challenges: one is developing the top foreign language talents, the other is enhance the cross-cultural communication ability.
“Chinese foreign language level grows significantly, but it is still lack of the top foreign language talents, the number and quality of translation products cannot satisfy the requirement of international audiences, in addition, combine with the pure translation, it is more difficult for cross-cultural communication. The excellent translation is the process of cross-cultural creation, just like we translate humorous stories, there is no mistake by word-to word translation, but people won’t be laughing throughout”, Zhou Mingwei said.
He thought if we want to translate Chinese culture well, not only master Chinese political economy, but also have better understanding of each other’s culture. Strive to translate clearly that let foreigners can accept.
Besides, Chinese culture products also should be good at “Borrow Boat Out to Sea”, break into distribution channels overseas. In recent years, China International Publishing Group as the flagship for international communication pays attention to research market discipline and marketing demands of the abroad mainstream books, the group tries to let the excellent Chinese books into distribution channels overseas that uses folk resources with an open mind. According to the researchers, China International Publishing Group had more than 20 branches in global at present. The book sales per head of institution functioning abroad exceed 200,000 dollars in Germany, Britain, France, America and Japan.
Zhou Mingwei thought the number of book sales still remains small; we will expand the overseas market-coverage. The book number, form and content is geared to book distribution system, let the Chinese book in a large number into local market. He emphasized, this process desiderates compound talent which is good at cultural exchange, understands readers’ demand, and has market-oriented ideology and experience. Only through sustained cooperation and practice, we can cultivate these talents.
Chinese publishing industries created a batch of boutique international cultural communication. Recently, “The Track of History: Why and How the CPC (Communist Part of China) Works in China?” launched by New World Press is representation. The circulations of “The Track of History” in Chinese edition reached 470,000 volumes. The Britain New Classic Press introduced the copyright of this book. In October 2010, this book was unveiled in Frankfurt Book Fair, and become a bright spot. In Abu Dhabi Book Fair, the Arabic edition of “The Track of History” was also hot. The book fair had not ended that the advance copies on display had been sold out.
Zhou Mingwei said, this book publishes successfully that lies in the specific content, the popularization of presentation and the market-oriented process of publishing. It is inspirational for Chinese culture to overcome the barriers of “Going Out”.
Zhou Mingwei said, “The Track of History” concluded what CPC thought and did when they were faced with significant problems and challenges, especially over the past 30 years of reform and opening-up. Not only answered the reasons of success that Chinese nation changed from weak to strong under the leadership of the Communist Party of China. They didn’t shy away from significant setbacks and historical lessons, this point just agrees with foreign readers’ concerns.
He said the demand for the international audience interests had their own focus. This required that the book products need solve the “Pertinence” problem in the content choice. In accordance with readers’ reading interests, reading habits and their lift-style, let the Chinese books really touch foreign audiences, and expect to be understood, earn their respect and recognitions for Chinese culture.
Zhou Mingwei thought that increase the “Pertinence” of product contents is not only introduce the information which foreign readers want to know, but also find out unknown information and territory in the interaction, attract the foreign readers to pay close attention to the contents as we convey them, and achieve the effects of international communication with fascinating way.
The second barrier for Chinese culture “Going Out” is translation. Zhou Mingwei said, if we want to show the Chinese culture on the grand stage of international communication, we must highly value and enhance the translation, especially deal with two challenges: one is developing the top foreign language talents, the other is enhance the cross-cultural communication ability.
“Chinese foreign language level grows significantly, but it is still lack of the top foreign language talents, the number and quality of translation products cannot satisfy the requirement of international audiences, in addition, combine with the pure translation, it is more difficult for cross-cultural communication. The excellent translation is the process of cross-cultural creation, just like we translate humorous stories, there is no mistake by word-to word translation, but people won’t be laughing throughout”, Zhou Mingwei said.
He thought if we want to translate Chinese culture well, not only master Chinese political economy, but also have better understanding of each other’s culture. Strive to translate clearly that let foreigners can accept.
Besides, Chinese culture products also should be good at “Borrow Boat Out to Sea”, break into distribution channels overseas. In recent years, China International Publishing Group as the flagship for international communication pays attention to research market discipline and marketing demands of the abroad mainstream books, the group tries to let the excellent Chinese books into distribution channels overseas that uses folk resources with an open mind. According to the researchers, China International Publishing Group had more than 20 branches in global at present. The book sales per head of institution functioning abroad exceed 200,000 dollars in Germany, Britain, France, America and Japan.
Zhou Mingwei thought the number of book sales still remains small; we will expand the overseas market-coverage. The book number, form and content is geared to book distribution system, let the Chinese book in a large number into local market. He emphasized, this process desiderates compound talent which is good at cultural exchange, understands readers’ demand, and has market-oriented ideology and experience. Only through sustained cooperation and practice, we can cultivate these talents.
Chinese publishing industries created a batch of boutique international cultural communication. Recently, “The Track of History: Why and How the CPC (Communist Part of China) Works in China?” launched by New World Press is representation. The circulations of “The Track of History” in Chinese edition reached 470,000 volumes. The Britain New Classic Press introduced the copyright of this book. In October 2010, this book was unveiled in Frankfurt Book Fair, and become a bright spot. In Abu Dhabi Book Fair, the Arabic edition of “The Track of History” was also hot. The book fair had not ended that the advance copies on display had been sold out.
Zhou Mingwei said, this book publishes successfully that lies in the specific content, the popularization of presentation and the market-oriented process of publishing. It is inspirational for Chinese culture to overcome the barriers of “Going Out”.
Zhou Mingwei said, “The Track of History” concluded what CPC thought and did when they were faced with significant problems and challenges, especially over the past 30 years of reform and opening-up. Not only answered the reasons of success that Chinese nation changed from weak to strong under the leadership of the Communist Party of China. They didn’t shy away from significant setbacks and historical lessons, this point just agrees with foreign readers’ concerns.