The Press Conference Of The New On-line Chinese Brand Channel On China Network

With frequent communication between China and the rest of world, press conferenceplays an increasingly important role and exerts extensive influence in the new media era.Press conference provides a platform for communication among people from differentcountries and cultural background for government and other departments to conveypolitical, economic, cultural and other aspects of information to the public media. Becauseof huge differences between China and other countries in terms of language and culture,press conference interpreting is full of challenge and therefore the exploration oftranslation skills and strategies is of great value.The report is based on “The press conference of the new on-line Chinese brandchannel on China Network”, covering economic, livelihood and other fields with clearpurpose and characteristics of cross-cultural communication. Press conference is a kind ofcross-cultural communicative activity. The purpose of translation mainly refers to achievecommunicative purpose. Functionist skopos theory emphasizes communicative purpose,and pays more attention to the information which it conveys. So it provides good referencefor press conference interpreting. In press conference, interpreters should fully grasp thereal meaning, rather than rigidly adhering to the source text. Therefore we should adoptflexible methods to maximize the acceptability in the culture of the target language ratherthan overemphasizing word for word correspondence.Based on functionist skopos theory combined with the three rules in the Germanfunctional translation theory, namely Skopos rule, coherence rule and fidelity rule, we canadopt various translation strategies and methods such as literal translation, free translation,addition, deletion, adaptation and so on. This report is to elaborate the guidance thatfunctionist skopos theory can provide for press conference and demonstrate thesignificance of skopos theory as well as the role it plays in determining translation methodsand translation evaluation function. Functionist skopos theory provides a good theoreticalsupport for press conference interpreting, which made translation practice explicit andunequivocal, at the same time, it also provide reliable evaluation standard for quality oftranslation.