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All Journal English Language Teaching Prima Journal (ELT) Jurnal Ekonomi Bisnis Manajemen Prima
Kevin Utama
Universitas Prima Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Physics Social Sciences

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Analysis of Translation Strategies for Mandarin Culture-Specific Items into English in Cultural Promotional Texts Mei Lisa; Elly Romy; Wenny; Ivana; Kevin Utama
ELT (English Language Teaching Prima Journal) Vol. 8 No. 1 (2026): ELT (English Language Teaching Prima Journal)
Publisher : English Language Teaching Prima Journal (ELT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34012/elt.v8i1.8640

Abstract

This study examines translation strategies for Mandarin culture-specific items (CSIs) in Chinese official cultural promotional texts, motivated by the growing role of digital cultural diplomacy in projecting national identity to international audiences. Using a qualitative descriptive approach, 312 CSIs were collected from 24 bilingual documents published by Chinese government agencies and cultural institutions (2021–2024). Analysis integrated Aixelá’s CSI framework, Newmark’s cultural taxonomy, Baker’s strategies, Venuti’s foreignization/domestication, and Nababan et al.’s quality assessment model (accuracy, acceptability, readability). Findings show that cultural equivalent is the most frequent strategy, while transference is reserved for highly unique CSIs to preserve source-culture identity. A clear relationship emerged between CSI characteristics, strategy choice, orientation, and translation quality: terms with established English equivalents are rendered via cultural equivalent with domestication, whereas culturally loaded terms favor transference with foreignization. This study offers an integrative analytical framework that advances Translation Studies theory and provides practical guidance for translating cultural promotional materials, thereby supporting effective intercultural communication and digital cultural diplomacy
Difusi Model Live Commerce Tiongkok dalam Ekosistem Shopee Live dan Implikasinya terhadap Kompetensi Bahasa Mandarin Vokasional di Sektor E-Commerce Indonesia Mei Lisa; Elly Romy; Wenny; Kevin Utama
Jurnal Ekonomi Bisnis Manajemen Prima Vol. 7 No. 2 (2026): Jurnal Ekonomi Bisnis Manajemen Prima
Publisher : JEBIM Prima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34012/jebim.v7i2.8007

Abstract

Digital transformation has accelerated the rise of live commerce as a major innovation within the global e-commerce ecosystem, with China emerging as a leading pioneer whose practices have increasingly shaped other markets, including Indonesia. This study investigates the diffusion and adaptation of the Chinese live commerce model through Shopee Live in Indonesia, examines the effects of live commerce stimuli on Generation Z consumers’ purchasing behaviour, and explores the structural implications for vocational Mandarin language competencies in cross-border e-commerce. Adopting a quantitative descriptive–explanatory design, the study employs the Stimulus–Organism–Response framework and the Elaboration Likelihood Model to explain consumer decision-making processes. Data were collected via an online questionnaire administered to 112 Indonesian Generation Z consumers who actively use Shopee Live and were analysed using descriptive and explanatory statistical methods. The findings demonstrate that live commerce stimuli—particularly price promotions, real-time interaction, and host persuasion—significantly influence purchase intention and impulsive buying behaviour, with persuasive effects operating predominantly through the peripheral route. Furthermore, the results reveal a strong interconnection between Shopee Live and cross-border supply chains dominated by Chinese suppliers. This indicates that the diffusion of the live commerce model extends beyond shaping digital consumption patterns to restructuring cross-border business interactions. Consequently, the study underscores the growing strategic importance of vocational Mandarin language competencies that are practical, industry-oriented, and culturally sensitive. It concludes that vocational Mandarin proficiency constitutes a critical component of human resource development in Indonesia’s e-commerce sector amid the intensification of cross-border digital economic integration.
Co-Authors Elly Romy Ivana Mei Lisa Wenny