ArticleOpen Access http://dx.doi.org/10.26855/jhass.2026.07.014
Current Status of External Publicity Translation of Intangible Cultural Heritage in Jing’an, Jiangxi
Juan Liu
Nanchang Jiaotong Institute, Nanchang 330100, Jiangxi, China.
*Corresponding author: Juan Liu
This paper is supported by the Research on Multimodal External Publicity Translation and International Communication of Jing’an Intangible Cultural Heritage in Jiangxi from the Perspective of Communication Studies (Project No.26SK135).
Published: July 31, 2026
Abstract
The external publicity translation of intangible cultural heritage (ICH) is a crucial component of the “Going Global” strategy for Chinese culture. As one of the regions in Jiangxi Province with the richest ICH resources, Jing’an County boasts multiple provincial-level ICH items, including the Jing’an black pottery making technique, the Jing’an Dagu Chanshan folk song, and the Jing’an Madeng dance, all of which hold great potential for international communication. However, the current ICH external publicity translation in Jing’an is still in its infancy, facing multiple challenges such as a shortage of qualified translators, inconsistent terminology, loss of cultural information, and limited communication channels. From an interdisciplinary perspective combining communication studies and translation studies, and drawing on Lasswell’s “5W” communication model, this paper systematically reviews the current state of ICH external publicity translation in Jing’an, analyses its main problems, and proposes countermeasures from the dimensions of translation standardisation, expansion of multimodal communication pathways, and cultivation of professional translators, with a view to providing a reference for the international dissemination of Jing’an’s ICH.
Keyword
Jing’an ICH; external publicity translation; international communication; multi-modal translation; 5W model
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Copyright
© 2026 by the author(s).
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives (CC BY-NC-ND) license, which permits non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited and is not modified or adapted.
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How to cite this paper
Current Status of External Publicity Translation of Intangible Cultural Heritage in Jing’an, Jiangxi
How to cite this paper: Chenhui Liu, Weidong Zhang. (2026) Current Status of External Publicity Translation of Intangible Cultural Heritage in Jing’an, Jiangxi. Journal of Humanities, Arts and Social Science, 10(7), 828-832.
DOI: http://dx.doi.org/10.26855/jhass.2026.07.014