The Reception Studies of Multimodality in the Translation and Communication of Chinese Museum Culture in the Era of Intelligent Media

Abstract

Purpose: With an emphasis on foreign tourist visiting China, this study explores how Chinese museum culture is translated and communicated in the technological age. The goal of the study is to comprehend the variables that affect how well museums communicate, such as coherence, individual variances, and the usage of new technology. Method: Data were gathered via structured questionnaires given out during museum visits to a sample of 221 international tourist who were chosen at random from Beijing Language Culture University. The associations between the variables were investigated by statistical analyses utilizing a Structural Equation Modeling (SEM) technique, carried out with Stata software. Findings: The results show that a number of variables, including as the kind of modality, cohesiveness, dimensions of time and space, individual variances, and the employment of new technology, have substantial positive correlations with each other and with the efficiency of museum communication. The aforementioned findings emphasize the significance of taking into account a variety of modalities and audience attributes in order to improve audience involvement and comprehension of Chinese museum culture. Originality/Implications: This study expands museum communication dynamics theory by revealing the multiple factors that affect translation and communication efficacy. It aids museum professionals and policymakers in developing inclusive and engaging communication strategies using current and emerging technology. Museum studies, communication theory, and cultural translation benefit from this research, promoting cross-cultural understanding and enjoyment of Chinese culture.