TITLE:
A Review of the Current Situation of Henan External Publicity Video Translation and Research on the Construction of a Multimodal Framework
AUTHORS:
Junye Li, Jia Liu
KEYWORDS:
Skopos Theory, Cultural Discount, Multimodal Discourse Analysis, Cross-Cultural Communication, Henan’s International Publicity Videos
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.14 No.8,
August
26,
2026
ABSTRACT: This study focuses on multimodal translation practices in Henan’s international publicity videos to identify prominent cross-cultural communication challenges and propose corresponding optimization strategies. Driven by advances in digital media, video has emerged as a vital medium for disseminating regional culture to global audiences. Against this digital backdrop, international publicity videos have evolved beyond monolingual transmission toward integrated multimodal communication; their translation thus entails far more than linguistic transfer, encompassing cultural recoding and the reconstruction of visual meaning. Nevertheless, existing translation practices for Henan’s promotional videos are plagued by prevalent defects including cultural misreading, oversimplified semantics, and poor synergy between audio and visual components, which undermine overall communication outcomes. To address these drawbacks, this paper develops the STM (Skopos-Target-Multi) multimodal collaborative translation framework by synthesizing Skopos Theory, Hofstede’s Cultural Dimensions Theory, and Multimodal Discourse Analysis (MDA). Centered on communicative skopos, the framework adopts cultural discount assessment as an intermediate analytical step, realizes meaning delivery via multimodal synergy, and enables iterative dynamic adjustment through a built-in feedback loop. Case analyses of official Henan promotional videos illustrate how the STM framework may mitigate cultural misinterpretation, align multimodal information, and facilitate smoother cross-cultural communication.