良渚文化的对外传播与2022年杭州亚运会宣传  

Foreign Spread of Liangzhu Culture and the Publicity of the 2022 Hangzhou Asian Games

作　　者：单凯[1] 黄斐凡 SHAN Kai;HUANG Fei-fan(Party School of Hangzhou Municipal Committee of C.P.C, Hangzhou 310024, China;School of Public Affairs, Zhejiang University, Hangzhou 310058, China)

机构地区：[1]中共杭州市委党校,浙江杭州310024 [2]浙江大学公共管理学院,浙江杭州310058

出　　处：《浙江体育科学》2021年第5期1-6,18,共7页Zhejiang Sport Science

摘　　要：亚运会宣传作为一种特殊文化传播载体,可以有效降低制约本土文化走出去的文化折扣效应,是文化学的重要研究对象,也是体育宣传研究所关注的重点领域。作为一种被“重新发现”的地区文化,良渚文化在中国文明进程中具有极其重要的地位和作用。通过对良渚文化对外传播与2022年杭州亚运会宣传良性互动内容的考察,探讨良渚文化与亚运文化实现合作共赢的协同发展条件,并为杭州亚运会宣传建设以及推动良渚文化深度国际化提供文化传播对策。As a particular cultural transmission carrier,the Asian Games propaganda could effectively reduce the artistic the discount effect that restricts the local culture from going.It is an important research object of culturology and also the focus of the sports propaganda research institute.As a"rediscovered"regional culture,Liangzhu culture plays a highly significant role in the process of Chinese civilization.Based on the investigation of the positive interaction between the foreign spread of Liangzhu culture and the publicity of the 2022 Hangzhou Asian Games,this paper discusses the conditions for the cooperative development of the win-win cooperation between Liangzhu culture and the Asian Games culture,and provides cultural communication countermeasures for the publicity of the Hangzhou Asian Game and the promotion of in-depth internationalization of Liangzhu culture.

关 键 词：良渚文化 杭州亚运会 文化折扣效应 文化传播 

分 类 号：G80-05[文化科学—运动人体科学]