Study on English Publicity Translation of Xi’an Characteristic Folk Culture under the New Media Environment

Abstract

In the current digital wave sweeping the world, new media, with its unique communication power and extensive influence, has set up a new stage for cultural exchange. Xi’an, an ancient city with profound cultural heritage, has become a bright color in the international vision with its colorful folk culture. This paper makes an in-depth analysis of the new opportunities brought by the new media environment for the international dissemination of Xi’an folk culture, and focuses on how to pass the unique charm of Xi’an across the boundaries of language and culture to the global audience through accurate and creative English publicity translation strategies. Through the combination of case analysis and theoretical discussion, this paper not only refines the translation methodology adapted to the characteristics of new media, but also constructs a cultural communication path based on interaction and feedback, aiming to contribute new ideas to the display of global cultural diversity and the improvement of Xi’an’s cultural soft power, and provide a blueprint for similar cultural publicity practices.