Study on Talent Cultivating for English Live Streaming in Cross-Border E-Commerce from the Perspective of Eco-Translatology: Implications from Translation of Public Signs in Jieyang City

Xiaojuan Zeng; Liguo Shi

doi:10.70088/x0e9dh17

Authors

Xiaojuan Zeng School of International Business and Language Studies, Guangdong University of Science and Technology, Dongguan, China Author
Liguo Shi College of Advanced Manufacturing, Guangdong University of Technology, Jieyang, China Author

DOI:

https://doi.org/10.70088/x0e9dh17

Keywords:

eco-translatology, e-commerce, live streaming, talent cultivation, translation studies, public signs

Abstract

This study investigates the current status of Chinese-English translation of public signs in Jieyang City, Guangdong Province, from the perspective of Eco-Translatology, and draws implications for talent cultivation in cross-border e-commerce live streaming. Through field investigation and comprehensive corpus analysis of 487 public signs, this research identifies prevalent translation issues, including spelling errors, grammatical mistakes, improper word choice, cultural misinterpretations, and communicative failures. Adopting a three-dimensional analytical framework encompassing the linguistic, cultural, and communicative dimensions of Eco-Translatology, the study systematically examines how each dimension of translation failure corresponds to specific competency gaps in live streaming talent. The findings reveal that the majority of translation errors stem from inadequate translator competence, a lack of standardized guidelines, and insufficient consideration of the target cultural context—precisely the same challenges facing cross-border e-commerce live streaming practitioners today. Based on these empirical findings, the study proposes a robust three-dimensional talent cultivation framework for cross-border e-commerce live streaming, encompassing: (1) linguistic dimension training emphasizing professional terminology, pronunciation accuracy, and grammatical precision; (2) cultural dimension training focusing on cross-cultural awareness, local cultural knowledge, and culturally appropriate expression; and (3) communicative dimension training developing interactive engagement skills, persuasive strategies, and real-time adaptation abilities. Ultimately, this research contributes a novel theoretical perspective linking translation studies to emerging industry talent needs and provides practical guidance for educational institutions seeking to cultivate highly skilled cross-border e-commerce live streaming professionals.

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