Modern Social Science Research

Zhejiang folk culture has a long history and represents the cultural symbol of Zhejiang. However, there is a lack of corpus-based research on the discourse of Zhejiang folk culture in English publicity. Zhejiang folk culture in English publicity can not only enhance Zhejiangs international influence and promote local development, but also conform to the trend of cultural globalization and help Chinese culture go global better. This study focuses on Zhejiang folk culture in English publicity. Against the background of cultural "going out" and related national initiatives, this study uses corpus technology to analyze its discourse characteristics in order to sort out the characteristics of Zhejiang folk culture in publicity and improve the quality of publicity. The study found that: (1) At the lexical level, the overall lexical richness is moderate, with significant differences among different folk customs. The lexical richness of folk architecture is high, while that of folk legends is low; the distribution of content words is uneven, with nouns dominating and verbs scarce, and the overall lexical density is limited. (2) At the sentence level, the average sentence length is 23.41 words, which is a medium-long sentence. The text style is clear, the syntactic complexity is 1.54, and the structure is simple, which is conducive to information transmission and understanding.

Zhejiang folk culture; Corpus; Discourse characteristics; English propaganda