中国武术对外文化交流中的困境审思与策略转向——基于新中国成立以来的考察

Dilemma Review and Strategic Turn in Foreign Cultural Exchange of Chinese Wushu: Based on Investigation on the Period Since the Founding of New China

采用文献资料、文本分析和历史考据等研究方法,运用传播学、文化学和历史学等多学科理论知识,对中国武术对外文化交流中面临的时代景观、遭遇的现实困境和未来的策略转向进行了学理性解析与设计。认为中国武术深化对外文化交流凸显的提高国家文化软实力多元化政策引领、塑造对外交流国家形象先行载体优势和满足人民美好文化生活需要价值诉求等时代景观,迫切需要我们对中国武术在中外人文交流中遭遇的"联袂演展"集中运动式交流消解武术文化本真价值、"重投轻产"的国际传播内容延续武术文化认知障碍、"内容供给"精准度与创新性不足弱化武术受众需求等现实困境,强化市场运营思维,树立成本节约意识;重视在华海外受众,讲好武术惠民故事;注重全球合作布局,实现其在地化传播;加强数字内容布局,建立新型国家形象等四位一体策略转向,以进行理性应对。

Based on the methods of literature, textual analysis and historical research, and the multidisciplinary theoretical knowledge of communication, culture and history, this paper analyzes and designs the historical landscape, the realistic dilemma and the future strategic turn of Chinese Wushu in the foreign cultural exchange.It holds that the deepening of Chinese Wushu’s foreign cultural exchanges highlights the policy guidance of enhancing the diversification of national cultural soft power, shaping the advantages of national image as the antecedent carrier of foreign exchanges, and satisfying the value demands of people’s better cultural life.It is urgent for us to solve the practical difficulties encountered by Chinese Wushu in the cultural exchanges between China and foreign countries, such as“joint performance and exhibition”,concentrated sports communication, eliminating the authentic value of Wushu culture, “heavy investment and light production”international communication content, continuing the cognitive obstacle of Wushu culture, the lack of accuracy and innovation of“content supply”,and weakening the demand of Wushu audience.It opens a four-pronged strategic turn to strengthen market operation thinking and establish cost-saving awareness;to pay attention to overseas audiences in China and tell a good story of martial arts for the people;to focus on global cooperation layout to realize its localized dissemination;and to strengthen digital content layout to establish a new national image for rational response.