“一带一路”倡议10年中国体育文化传播的成就、挑战与展望

Chinese Sports Culture Communication in 10 Years of the Belt and Road Initiative:Achievements,Challenges and Prospects

共建“一带一路”倡议提出10年来,中国体育文化传播取得了突出的成就。这些成就表现在,优质国际合作平台的搭建促进了体育文化的国际传播交流,丝路沿线国家体育赛事及文化交流互动日趋频繁,体文旅融合新业态进一步带动体育文化传播,以互联网为依托的数字传媒打破了体育文化传播的时空局限。而面临的挑战主要是体育文化持续创新能力尚显不足、多元化的传播交流方式尚需完善、传播人才队伍建设能力薄弱。展望未来,提出可行性发展路径:强化顶层设计,构建自主传播体系;以优质的体育文化内容,扩大传播供给;讲好丝路体育文化故事,加强传播情感支持;提升网络化、数字化传播力,改善丝路体育文化受众体验;加强团队建设及人才培养,实现长效发展。

Since the"the Belt and Road"initiative was put forward 10 years ago,China has made outstanding achievements in the dissemination of sports culture.These achievements are reflected in the establishment of high-quality international cooperation platforms that promote the international dissemination and exchange of sports culture,the increasing frequency of sports events and cultural exchanges and interactions among countries along the Silk Road,the integration of sports,culture and tourism into new formats,and the breaking of the temporal and spatial barriers of sports culture dissemination through digital media relying on the Internet.The main challenges faced are the insufficient capacity for sustained innovation in sports culture,the need to improve diversified communication methods,and the weak ability to build a team of communication talents.Looking ahead to the future,feasible development paths have been proposed:strengthen top-level design and build an independent communication system;Expand the dissemination and supply of high-quality Silk Road sports and cultural content;Tell the story of Silk Road sports culture well and strengthen emotional support for dissemination;Enhance the power of networked and digital dissemination,and improve the audience experience of Silk Road sports culture;Strengthen team building and talent cultivation to achieve long-term development.