Intersemiotic Translation in Hypertext-Based Digital Communication

Against the digital backdrop, this research investigates the intersemiotic translation strategies of hypertext-based bilingual cultural publicity websites, seeking to address the intricacies of meaning-making in digital environments. It aims to probe into the efficient intersemiotic translation strategies regarding the intersection of Social Semiotics and translation studies. The case study explicates how to deploy hypertextual devices that adapt to target users' cultural norms and aesthetic preferences. The translation strategies (i.e. user-centered approach, compensation, addition, interdiscursive presentation, omission, and transcreation) were drawn on how hypertextuality facilitates dynamic navigation and intercultural communication. The findings indicate the application of multimodal discourse analysis in translation studies by revealing the potential of intersemiotic translation in promoting cross-cultural communication, digital literacy, and user experience in the digital sphere. The study contributes to the existing research by shedding light on the extension of research scope to multimodal translation, building a more holistic approach to website translation practice of cultural institutions.