全球化视野下我国体育对外传播的困境与策略研究

Research on the dilemma and strategy of China’s sports external communication from the perspective of globalization

体育与人类命运共同体理念高度契合,我国体育对外传播承担着推动体育文化交流、增进国际友谊、促进共同发展等历史使命。人类命运共同体理念为我国体育对外传播提供了价值引领和实践逻辑。研究认为共同体视域下,我国体育对外传播面临着对外报道质量仍有较大上升空间、体育传播国际影响力与国家综合实力尚不匹配、价值博弈增加共同体传播壁垒等困境。对此,我国体育对外传播的相应策略是提高体育对外传播质量,力求精准有效;深化体育国际传播参与,提升国际影响力;强化共同体价值理念,增进国际理解。

Sports and the concept of a community with a shared future for mankind are highly compatible.The external dissemination of sports in China bears the historical mission of promoting sports cultural exchange,enhancing international friendship,and promoting common development.The concept of a community with a shared future for mankind provides value guidance and practical logic for the external dissemination of sports in China,while also providing important opportunities for the external dissemination of sports in China.Research suggests that from the perspective of the community of sports,China’s sports external communication faces challenges such as significant room for improvement in the quality of external reporting,mismatch between the international influence of sports communication and the comprehensive strength of the country,and intensified barriers to community communication through value games.The corresponding strategies for China’s sports external dissemination are to improve the quality of sports external dissemination and strive for accuracy and effectiveness;Deepen participation in international sports dissemination and enhance international influence;Strengthen the concept of community values and enhance international understanding.