ABSTRACT
The image that many Europeans have of Chinese culture is often distorted by orientalistic and political biases, with the result that socio-cultural patterns comparable to western traditions and experiences have been often ignored or underestimated. In a progressive view of globalisation, cultural difference is fully accepted and fostered. At the same time, stressing on the uniqueness of civilisations as a shield against the feared homogenisation of cultures can engender new sets of biases. Acknowledging the cultural distance between China and the West can imply mutual understanding and respect, but it can also fuel a continuous process of “othering”. Semiotics, anthropology and translation studies provide a rich array of theories and practices which highlight cultural cross-fertilisation and attempt to bridge this gap through transculturation strategies. In this chapter, I analyse the transcultural approach adopted by some Italian translators and the diverse methods applied to shape an image of Chinese culture which resonates with the Italian readership without effacing its specificity.
