A Conceptual Metaphor Approach to China’s Cultural Diplomacy : A Case Study of Bilingual Exhibition Overviews from the National Museum of China
| Authors | |
|---|---|
| Year of publication | 2025 |
| Type | Peer-reviewed scientific article |
| Magazine / Source | STUDIA ORIENTALIA SLOVACA |
| MU Faculty or unit | |
| Citation | |
| web | https://fphil.uniba.sk/fileadmin/fif/katedry_pracoviska/kvas/SOS_24_1/SOS_24_1.pdf |
| Keywords | conceptual metaphor; promotional discourse; exhibition overview; National Museum of China; MIPVU |
| Description | This study applies a Conceptual Metaphor Theory approach to a prominent linguistic aspect of the cultural diplomacy of China—the metaphors used in bilingual (Chinese-English) exhibition overviews from the National Museum of China. Using Conceptual Metaphor Theory and Metaphor Identification Procedure, we identify and analyze the conceptual metaphors prevalent in these overviews, posted on the museum’s official website between 2020 to 2024. We focus in particular on the most frequently occurring metaphors, including BODY, WAR, BUILDING, and JOURNEY metaphors. By scrutinizing both the Chinese and English versions of the texts, we observe that the English translations adopt strategies such as retaining, omitting, and substituting metaphors present in the original Chinese overviews so as to appropriately convey the metaphors to an English-speaking audience. The study reveals how these translations subtly attempt to preserve the essence of Chinese cultural metaphors and convey similar cognitive effects to an international audience. We discuss the challenges and successes in this translation process, such as the creative rendering of culturally specific metaphors and the impact on cross-cultural understanding. The findings offer insights into the role of language, especially cultural metaphors, in China’s cultural diplomacy and in the promotion of Chinese culture on the international stage. The research aims to deepen our understanding of how conceptual metaphors are adapted for intercultural communication, thereby shedding light on the global outreach of Chinese museums and China’s efforts in communicating its cultural specificity. |