中国体育对外传播的反思与超越.docVIP

中国体育对外传播的反思与超越 　　摘 要：随着我国综合国力的提高和整体竞技力的增强，体育在塑造国家形象、增强国家软实力和提升我国对外传播能力等方面都做出了独特的贡献。然而，在体育对外传播的过程中表现出传播主体单一、渠道狭窄、内容失衡、受众模糊等问题较为突出，在较大程度上影响体育对外传播的范围和实际效果。为有效清除发展中的障碍，提出我国体育对外传播需要形成多主体传播以实现大传播意识，注重全媒传播以突出媒介融合的作用，通过“球土化”传播搭建国内外沟通的桥梁，加强受众细分以增强对外传播的针对性，从而建设平衡、绿色的体育对外传播生态系统。 　　关 键 词：体育传播；跨文化传播；国家形象；“球土化”；中国 　　中图分类号：G80-05 文献标志码：A 文章编号：1006-7116（2017）02-0013-06 　　The reflection and transcendence of Chinese sports international communication 　　DENG Xing-hua1，SONG Zong-pei2 　　（1.School of Physical Education，South China Normal University，Guangzhou 510006，China； 　　2.School of Physical Education，Huizhou University，Huizhou 516007，China） 　　Abstract： With the increase of China’s comprehensive national strength and the enhancement of China’s overall competitive sports strength， sport has made a unique contribution to such aspects as shaping our national image， boosting national soft power and enhancing China’s international communication ability. However， problems such as undiversified communication subjects， narrow channels， unbalanced contents and ambiguous audiences etc， which showed up in the process of sports international communication， are quite serious， affecting the range and actual effect of sports international communication to a great extent. In order to remove the obstacles in development， the authors put forward that for Chinese sports international communication， China needs to form multi-subject communication in order to realize extensive communication awareness， to focus on all-media communication in order to highlight the functions of media fusion， to build bridges for domestic and foreign communication via “glocalized” communication， and to further audience segmentation in order to enhance the pertinence of international communication， thus building a balanced， green ecosystem for sports international communication. 　　Key words： sports communication；transcultural communication；national image；glocalization；China 　　?S着我国综合国力不断提升，和平崛起的中国已成为世界有影响力的大国。然而，国际社