文化自信视域下中华冰雪体育文化国际传播探赜

Exploration of International Communication of Chinese Ice and Snow Sports Culture from the Perspective of Cultural Confidence

新时期,坚定文化自信、弘扬中华冰雪体育文化意义重大,通过辨析文化自信与中华冰雪体育文化国际传播的内在逻辑,有助于把握宣传规律,在国际上树立中华文明的良好形象。当前,中华冰雪体育文化的国际传播具有顶层设计不断完善、中华冰雪文化历久弥新、群众基础加快传播效度的若干机遇,同时也存在着对大众传播主体不够重视、跨文化传播中华文化较为不易、对外新媒体建设有待提升的诸多挑战。在文化自信视域下,提出促进群体高度认同,活化中华冰雪文化;挖掘冠军的国际价值,提升国际话语权;借鉴国外文化传播经验,加深交流互鉴;利用影视作品讲好中国冰雪体育故事等国际传播策略。通过推进文化自信,讲好中国冰雪体育故事,从而构建中华体育文化对外传播新格局。

In the new era,firm cultural confidence and the promotion of Chinese ice and snow sports culture are of great significance.By analyzing the internal logic between cultural confidence and the international communication of Chinese ice and snow sports culture,it helps to grasp the laws of publicity and establish a good image of Chinese civilization internationally.Currently,the international communication of Chinese ice and snow sports culture has several opportunities,such as the continuous improvement of top-level design,the enduring charm of Chinese ice and snow culture,and the accelerated communication efficiency due to a solid mass foundation.However,there are also challenges,including insufficient attention to mass communication subjects,the difficulty of cross-cultural communication of Chinese culture,and the need to enhance the construction of new media for foreign audiences.From the perspective of cultural confidence,this paper proposes strategies for international communication:promoting high group identity and revitalizing Chinese ice and snow culture;exploring the international value of champions to enhance international discourse power;learning from foreign cultural communication experiences to deepen exchanges and mutual learning;and using film and television works to tell the story of Chinese ice and snow sports.By advancing cultural confidence,and telling the story of Chinese ice and snow sports well,a new pattern of international communication of Chinese sports culture can be established.