A Study on the Effectiveness of Cross-Cultural Communication of Academic Discourse Based on PEST Analysis: A Case Study of the Translation Project of Chinese Humanities and Social Sciences

Hui Shan


Since the beginning of the new millennium, the cross-cultural communication strategy of “going global” has been practiced along with China’s remarkable rise in national power. Since the successful operation of the Translation Project of Chinese Humanities and Social Sciences, a large number of academic books have been funded for overseas distribution. However, their current publication and dissemination situation is still relatively weak, from the perspective of economic capital combined with the book sales data of the global online e-commerce giant Amazon. Through a PEST analysis model, this paper examines the causes of the poor sales and dissemination data of books funded by the Translation Project of Chinese Humanities and Social Sciences and proposes corresponding countermeasures.


Academic discourse; Cross-cultural communication; PEST analysis

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DOI: http://dx.doi.org/10.3968/13023


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