“一带一路”背景下我国体育小镇文化传播研究

Cultural Communication of Sports Towns in China in the Context of Belt and Road Initiative

采用文献资料法分析“一带一路”倡议提出后体育小镇在文化传播中的重大意义。研究认为体育小镇的文化传播应以体育文化为主,旅游文化、风土人情、传统艺术为辅的多类别文化传播;体育小镇文化传播过程中会遇到竞争力不足、文化差异和“迎合式”传播三大困境。据此提出体育小镇文化传播的策略建议:以传统体育文化传播为重点;尊重各地风俗习惯与文化差异;拓宽文化传播渠道。

Adopting the method of literature review,this paper analyzes the significance of sports towns in cultural communication after the releasing of the Belt and Road Initiative and suggests that cultural communicative contents in sports towns should be multiple,with sports culture as the basis,taking tourist culture,local customs and practices,and traditional art as supplementary parts.The paper also discusses the three predicaments in cultural communication of sports towns,namely,lack of competitive power,cultural difference and catering to foreign cultures.Thence the paper proposes some suggestions on the strategy of cultural communication of sports towns like putting emphasis on the spread of traditional sports culture,respecting local customs and culture differences and expanding cultural dissemination channels.