| 摘要: |
| 基于传播学视角，围绕我国国家形象的构建，提出我国体育文化对外传播的策略。研究认为：我国体育文化的内涵特征与国家形象定位具有一致性，我国体育文化的对外传播能有效提升国家文化软实力，有利于塑造我国正面积极的国家形象。根据传播学“5W”模式提出：在我国体育文化对外传播和国家形象构建过程中，加强传播主体建设是基础，精心打造传播内容是核心，发展产业化、现代化传播体系是高效路径，关注和研究受众是效果保障，及时跟进和深入分析反馈结果是关键。旨在为我们在新时期更好地进行体育文化国际传播和树立国家形象提供思路和参考。 |
| 关键词: 对外传播 体育文化 国家形象 传播学 |
| DOI： |
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| 基金项目: |
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| International Communication of Chinese Sport Culture and the National Image Construction from the Perspective of Communication Theory |
| WANG Li |
| (Department of Physical Education, China Foreign Affairs University,) |
| Abstract: |
| Based on the perspective of communication theories and around the construction of China’s national image, the strategy of the international communication of Chinese sports culture is proposed in this study. It is believed in this study that the connotation characteristics of Chinese sports culture is consistent with our national image positioning, the spread of Chinese sport culture can effectively enhance the national cultural soft power, and it contributes to the creation of China's positive national image. According to the “5W” mode of communication, it is put forward that in the process of international communication of Chinese sports culture and construction of national image, strengthening the construction of communication subject is the foundation; accurately building up the communication contents is the core; developing industrialized and modern communication system is the efficient path; focusing on and analyzing the mass audience is the effect security; promptly following up and deeply analyzing the feedback results is the key. This study aims at offering ideas and references for China to further develop the international communication of sports culture, and construct our national image in the new period. |
| Key words: international communication sport culture national image communication theory |
