ArticleOpen Access http://dx.doi.org/10.26855/jhass.2026.06.016
Discourse Reconstruction in External Publicity Discourse of Tech Enterprises from the “Adaptation-selection” Perspective of Eco-translatology: A Case Study of the English Translation of Huawei 2025 Annual Report
Kaihui Zhang
Xi'an Mingde Institute of Technology, Xi'an 710124, Shaanxi, China.
*Corresponding author: Kaihui Zhang
This paper is supported by the First-Class Undergraduate (Cultivation) Program of Xi’an Mingde Institute of Technology, Major of Translation.
Published: June 30, 2026
Abstract
Corporate annual reports serve as core official documents for Chinese tech enterprises to connect with international capital markets and conduct cross-cultural communication. Their translation is far more than simple linguistic conversion; instead, it is a communication practice where translators make adaptive adjustments and strategic reconstructions based on the communication ecology, audience cognition, and international public opinion environment. Existing studies on annual report translation mostly focus on translation techniques and neglect financial disclosure and international external communication of annual reports. Supported by Hu Gengshen’s “adaptation-selection” theory of eco-translatology, this paper takes the Chinese and English bilingual texts of Huawei 2025 Annual Report as the research corpus. It explores selective transformation strategies and discourse reconstruction logic for the English translation of tech enterprise annual reports from textual, cultural, and communicative dimensions. The study finds that Huawei 2025 Annual Report is translated for an overseas communication ecology. It omits some lyrical expressions while retaining operational data, weakens local narratives, and transforms domestic publicity discourse into internationally compliant disclosure discourse. The findings provide theoretical support and references for the English translation of tech enterprise annual reports and overseas brand development.
Keyword
Eco-translatology; adaptation and selection; Huawei 2025 Annual Report; external publicity translation of enterprises; cross-cultural discourse construction
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Copyright
© 2026 by the author(s).
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How to cite this paper
Discourse Reconstruction in External Publicity Discourse of Tech Enterprises from the “Adaptation-selection” Perspective of Eco-translatology: A Case Study of the English Translation of Huawei 2025 Annual Report
How to cite this paper: Kaihui Zhang. (2026) Discourse Reconstruction in External Publicity Discourse of Tech Enterprises from the “Adaptation-selection” Perspective of Eco-translatology: A Case Study of the English Translation of Huawei 2025 Annual Report. Journal of Humanities, Arts and Social Science, 10(6), 718-723.
DOI: http://dx.doi.org/10.26855/jhass.2026.06.016