| Since the word “globalization” flourished all over the world in the 1970 s,people in different countries started to focus more on the connections among countries.In the process of globalization,enterprises all over the world have been starting to expand into overseas markets,and attach more importance to the transmission of enterprise culture.Meanwhile,following the rapid development of information technology,websites provided a more convenient access to enterprises for people,which also facilitated the transmission of enterprise culture.The transmission of enterprise culture includes internal transmission and external promotion.While internet integrates the high-tech of computer science as well as multi-media technology,and many advantages of various traditional media,and provides a platform for the transmission of enterprise culture which can also be recognized as a bridge for consumers to know better about the enterprise culture.Therefore,enterprises all over the world attach more importance to the enterprises' websites translation in order to realize better culture transmission,and fully achieve the function of revitalization,orientation,cooperation,agglomeration,beautification,and education.Enterprise websites,as the official platform for internet marketing and image building,possess advantages of convenience and low-cost in product-propaganda,news-publication,and talents-recruitment.As a result,many enterprises offered different versions of websites in different languages to offer a path to the brand-globalization.Enterprises always place abundant enterprise culture everywhere in its original websites,therefore,the process of forming multi-language websites needs to transfer all the elements in the original website into the target websites,which involves not only language translation in text level,but also the transformation from original context to target context,during which different contexts are involved.Therefore,recontextualization is closely connected to websites translation.Recontextualization refers to the process of extracting valuable elements from the original context and relocating them in the target context(Huang & Wu 2012)in order to deliver the information more effectively.This term explicitly describes the process elements underwent in the construction of multi-language websites.Hence,recontextualization is closely connected to the transmission of enterprise culture.In relation to recontextualization,transformation,including addition,deletion,replacement,and rearrangement,illustrates the diversified changes in the recontextualization of information and elements.Owing to the recontextualization and transformation,enterprise culture can be presented to consumers in various countries in a more effective way to promote more deals.In order to explore the insights that recontextualization may provide for websites translation in the transmission of enterprise culture,this thesis will answer the following three research questions:(1)In the transmission of enterprise culture,what is the mechanism of recontextualization?(2)How does the translator apply principles of translation in recontextualization to achieve better transmission of enterprise culture?(3)In the websites translation,why should translators apply the translation skills of recontextualization and transformation to realize a better transmission of enterprise culture? Given that,the present thesis puts forward an analytical framework based on Bernstein's model on recontextualization of pedagogical discourse,and thereby explores the mechanism of recontextualization in websites translation and the language features of enterprise promotion discourses.Secondly,by applying this analytical framework,the thesis takes 30 enterprises in the Fortune Global 500 list as examples,and analyzes the application of recontextualization and transformation in the transmission of enterprise culture,summarizes the principles of recontextualization in websites translation,reveals the significance of recontextualization in the transmission of enterprise culture so as to deepen the application of recontextualization in enterprise websites translation and further propel the outward transmission of enterprise culture.Finally,with the instruction of the above proposed mechanisms and principles,the thesis discusses the translation practice on websites translation,puts forward the deficiencies on some existed translation and thoughts on them.With the aim of advancing the transmission of enterprise culture,this paper serves as a modest spur to induce more scholars to come forward with valuable contributions as well as attention towards recontextualization.Through the research,it is found that in the course of constructing the multi-language websites,enterprises will undergo the following process of re-contextualization.In the first stage,the macroscopic level,enterprises will interpret the language and culture in the propaganda materials.Then,in the second stage,enterprises will place the cultural elements in the micro level,and let it go through the recontextualization and transformation,including addition,deletion,replacement,and rearrangement,so that the reconstructed elements can be more adapted to the new context in both structure and content.Finally,enterprises will focus on the consciousness level,wishing to guide the consumers to deepen the cognition of enterprise culture through recontextualized structure,and to attract the attention of consumers towards enterprise culture with recontextualized content.At the same time,in the recontextualization,when the translator translates the websites with enterprise culture implicated,it is necessary to uphold the principle of faithfulness,completeness,innovation,effectiveness,and timely-feedback.And enterprise culture embodied in those elements should be reproduced in the target context so as to form the target discourse that can effectively deliver all the information,and eventually promote business communication,trading,and cooperation,as well as achieve a better transmission of enterprise culture in the worldwide. |
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