Contents

Acknowledgements

Introduction

0.1 Purpose

0.2 Main thesis of the book

0.3 Chapter overview

Chapter 1 Map-Sketching as an Interdisciplinary Method: Against Map, Linearity, and Mastery

1.1 Map and power: Inspirations from critical cartography

1.1.1 Critical cartography, maps, and power

1.1.2 The map of TS and its problems

1.2 Sketch map as a method: Line, meshwork, and rhizomatic epistemology

1.2.1 Sketch map and lines of a meshwork

1.2.2 Rhizome

1.2.3 Serendipity and translation

1.3 Conclusion

Part I: Culture as Defined by Translation

Chapter 2 Culture as Meaning Making

2.1 Culture as a lifestyle

2.2 Culture as a system

2.3 Culture as signs and meanings

Chapter 3 Culture function and translation

3.1 Culture differentiates

3.1.1 An anthropological account

3.1.2 A sociological account

3.2 Culture assimilates

3.2.1 Cultural assimilation

3.2.2 Deculturation and acculturation

3.2.3 Cultural fusion

3.3 Overview of culture function: Re-examining globalisation, deculturation, and glocalisation

3.3.1 Globalisation as cosmopolitanism

3.3.2 Globalisation as deculturation

Entanglement 1: Culture and Translation

Part II: Soft Power, Nation Branding, and Translation

Chapter 4 Power and Translation

4.1 Defining power

4.2 Soft power and translation

4.2.l Culture as the resource for soft power

4.2.2. Instruments of soft power

4.2.3 Overview: soft power and translation

Chapter 5 Nation Branding as Translation

5.1 Constructability of national identity

5.2 Branding

5.3 Nation branding

5.3.1 Nation branding compared with commercial branding

5.3.2 Nation branding conveying national identity: Nation branding as touching

5.3.3 Soft power as a resource for nation branding: Nation branding as communication and development

Entanglement 2: Translation, Power, and Branding

Part III: China’s Nation Branding as Translation

Chapter 6 Introduction to the BRI: A Geo-Economic, Geo-Political, Geo-Cultural, or Interconnective Initiative?

6.1 The BRI as a geo-economic initiative

6.2 The BRI as a geo-political initiative

6.3 The BRI as a geo-cultural initiative

6.3.1 The BRI and the concept of He: The peace-building and interconnectivity outlook of the BRI

6.3.2 The BRI as eco-translation

Chapter 7 The “What” Question: Framing, Reframing, and Stereotypes

7.1 Translation as framing

7.2 Framing in nation branding

7.2.1 Framing as stereotyping

7.2.2 Framing as selecting information

7.2.3 Framing in the BRI: Framing history as an example

7.3 Conclusion: Framing the Silk Road as translatio studii et imperii

Chapter 8 The “Who” Question: Translation and Identity in China’s Nation Branding

8.1 Self and otherness

8.2 The self and otherness in TS

8.3 The self and otherness for China

8.3.1 A philosophical exploration

8.3.2 An anthropological exploration

8.4 The self and otherness in BRI branding

8.4.1 From the periphery to the centre

8.4.2 Who is allowed to translate?

8.5 Conclusion: Choose translators with otherness in mind

Chapter 9 The “How” Question: How do Nations Communicate their Brands to Others?

9.1 Development communication: An overview

9.1.1 Empowerment

9.1.2 Participatory development

9.2 Development communication and nation branding

9.3 Development communication in the BRI

9.3.1 China’s communication for development: The case of Confucius Institute

9.3.2 China’s communication about development

9.3.3 China’s communication of development

9.4 Conclusion: Development translation

Entanglement 3: Who, what, and how to brand a nation from a translational perspective

Chapter 10 Translation Studies as Knowledge, Method, and Meta-Discipline

10.1 Revisiting research questions

10.1.1 Translation as connection

10.1.2 Translation as differentiation and assimilation

10.1.3 Translation as criticism of authority

10.1.4 Translation as a process rather than a product

10.2 Implications

10.2.1 Translation knowledge

10.2.2 Translation as a method

10.2.3 TS as a meta-discipline

10.3 Potential for future research

Bibliography

Index