Globalization, translation and soft power A Chinese perspective

Scholars have extensively explored translation as product and as process, but relatively little attention has been paid to translation as a power of defence and construction. This paper proposes a modest step in this direction by conceptualizing the power of translation in the modern world of globalization in terms of the soft power theory, with particular reference to the Chinese context. With this in mind, the author argues that globalization presents both opportunities and challenges for translation as a soft power. In the face of rising fears regarding a crisis of identities and a cultural deficit intensified by globalization, the roles of translation as a “cultural filter” and a bridge for intercultural communication give it a defensive soft power. Under soft-power-oriented policies, translation not only serves as a “charm” tool for public diplomacy and nation-branding, but also contributes to an understanding of China’s ideals and helps export Chinese cultural values, thereby highlighting its role as a constructive soft power.