中国体育国际话语权:现实困境与提升方略——以里约奥运会为切入点

International Discourse Power of Chinese Sports: Realistic Dilemma and Promotion Strategies

中国体育代表团在里约奥运会的不公遭遇,反映出中国在国际体育领域中缺乏话语权,这主要是中国体育话语质量不高、话语传播效果不佳、议程设置能力不足等主观原因与西方的刻板偏见、西强中弱的国际体育格局、中国体育传媒的弱势地位等客观原因造成的。面对这种情况,我国应制定应对方略:加强顶层设计,制定体育国际话语权战略;加强基础理论研究,构建体育外交话语体系;打造话语平台,创新体育话语表达模式;扶持华人华侨社团,资助华文媒体建设;抢夺话语制高点,提高议程设置能力;打造体育外交学科,建设体育外交人才队伍;加强人员往来,加大招收留学生规模;提高学术水平,缩小交流"逆差"。

The unfair treatments the Chinese sports delegation received at the Rio Olympic Games have suggested that China has weak discourse power in international sports. The weak power can be at- tributed to inferior Chinese sports discourse, ineffective discourse dissemination and insufficient ability in setting Chinese sports agenda. Other reasons include the stereotyped prejudice of the West, the in- ternational sports pattern of the West being stronger than China and the weak position of the Chinese sports media. Faced with such a situation, China should devise strategies to enhance its discourse power in international sports： strengthening top-level design and formulate strategies to increase inter- national sports discourse power; strengthening basic theoretical research and constructing the system of diplomatic sports discourse; building up discourse platforms and innovating the expression mode of sports discourse ; supporting overseas Chinese communities and funding the construction of Chinese media; occupying the vantage point of the discourse system and improving agenda-setting ability; de- veloping sports diplomacy disciplines and sports diplomacy team; strengthening personnel exchanges and increasing the size of foreign students; improving the academic level and reducing the exchange ＂gap＂.