EURASIAN JOURNAL OF APPLIED LINGUISTICS

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The Application and Challenges of Cross-Cultural Translation and Communication in the National Museum of China under the Perspective of Artificial Intelligence

Chunli Yang
PhD Candidate, Faculty of Arts & Social Sciences, Universiti Malaya, Kuala Lumpur, Malaysia, 50603
Siti Ezaleila Mustafa
Senior Lecturer, Faculty of Arts & Social Sciences, Universiti Malaya, Kuala Lumpur, Malaysia, 50603
Keywords: Multimodal Mediation, Translation and Communication of Chinese Museum Culture, Mediation of Artificial Intelligence. ,

Abstract

This study investigates the integration of advanced technologies to improve the translation and dissemination of Chinese museum culture through multimodal approaches. The primary aim is to incorporate Artificial Intelligence (AI) and big data to enhance the quality and accessibility of cultural exhibits. Current challenges in the translation and intercultural communication of Chinese museum culture include language barriers, cultural nuances, and limited engagement through traditional methods. The research addresses these issues by employing human-computer interaction guidelines, precise service delivery via machine learning, and relevant AI corpora. The study involves 200 international and local visitors, who will freely use social media and mobile phones, allowing them to interact with and experience physical objects in the museum during their visit. Three online surveys (with 200 participants) and three interviews (with 30 international visitors from the same sample) will be conducted. The data from the surveys will be analysed using SPSS, while interview responses will be processed with Nvivo software. The research demonstrates how AI facilitates the translation and transmission of various elements of Chinese museum culture through multiple modalities. Three distinct strategies are outlined, each tailored to specific usage scenarios and goals. The randomly selected 200 international and local Chinese visitors, who have not previously visited the National Museum of China, will be invited to experience the museum both online and in person. The effective integration of several methods, particularly audio guides providing contextual information, significantly enhances visitor engagement over time. Furthermore, AI-driven overlays augment physical exhibits, positively influencing the spatial experience. The analysis of the data provides valuable insights into participant characteristics, their views on existing translation and communication methods, and their preferences for multimodal techniques in museum settings. The utilisation of AI in mediation requires ongoing exploration of linguistic data, corpus enhancement, and improvements to the AI translation system, with attention to cultural differences, individual emotions, and specific contextual factors.