中国体育故事国际传播的显性要素与隐序路径——基于国际视频网站YouTube的叙事认同研究

Dominant Elements and Recessive Paths of the International Communication for Chinese Sports Stories:Research on Narrative Identification Based on International Video Website YouTube

讲好中国体育故事是提升中国体育文化国际传播能力的重要环节。当下,受制于中国与外部世界话语体系的差异、故事讲述方式的单一等结构性因素,中国体育故事的国际认同明显不足。选取全球最大的视频网站YouTube中的1 660个故事样本,从受众认同视角切入,采用定性与定量相结合的分析方法,归纳中国体育故事国际传播的显性传播要素、3种重要的路径组合及其隐匿的接受规律。结合人类文化学理论,分析中国体育故事国际接受浅、中、深3个认同层次,并针对中国体育故事国际认同的特点与难点,建构立场的本土性与视角的全球化、意义的互动生成与文化的隐形渗透、文化的开放与价值的汇通等叙事策略,优化中国体育故事的跨文化对外传播。

Promoting Chinese sports stories is important to advance the construction of international communication ability on Chinese sports culture.At present,the current international identity for Chinese sports stories is obviously insufficient at the mercy of the structural factors such as the differences of the discourse systems between China and the outside world,as well as the narrative method.This study selects 1660 samples from the world’s largest video website YouTube to summarize the dominant communication elements of the international communication for Chinese sports stories from the perspective of audience identification.With the combination of qualitative and quantitative analysis methods,three important paths and the recessive law of acceptance have been found.Anthropology is used to analyze the three levels of the recognition for the international acceptance of Chinese sports stories,and a local position and global perspective are constructed based on the characteristics and difficulties in the international recognition for Chinese sports stories.Some references are hoped to offer to the interactive generation and invisible penetration of culture,the openness of culture and the convergence of value in the cross-cultural communication of Chinese sports stories.