我国体育非物质文化遗产对外传播困境与对策  

Dilemma and Countermeasures of the External Communication of Chinese Sports Intangible Cultural Heritage

作　　者：覃英[1] QIN Ying(School of Physical Education and Sport Science,Jishou University,Jishou 416000,China)

机构地区：[1]吉首大学体育科学学院,吉首416000

出　　处：《体育文化导刊》2022年第9期44-51,共8页Sports Culture Guide

基　　金：国家社会科学基金项目(20BTY115);湖南省教育厅科学研究重点项目(21A0340)。

摘　　要：运用文献资料、逻辑分析等方法,对我国体育非物质文化遗产对外传播困境与对策进行研究。我国体育非物质文化遗产对外传播的价值:促进体育产业海外发展的有力引擎、培育体育文化自信的重要支撑、开展体育外交的重要载体、提升体育国际话语权的有效路径。对外传播困境:民间参与力量薄弱、管理机制尚未成熟、文化输出渠道不畅、文化误读现象突出。对外传播对策:打造文化品牌,深化文化影响力;重视内外循环,推动全民参与文化宣传;强化开放共享,实现多元文化输出;坚持媒介创新,提升文化融入性;配套适度管理,推动文化规范传播。By using the methods of literature review and logical analysis, this paper studied the dilemma and countermeasures of the external communication of Chinese sports intangible cultural heritage in the new era. Value of Chinese sports intangible cultural heritage spreading abroad: It is a powerful engine to promote the overseas development of sports industry, an important support to cultivate the confi dence of sports culture, a carrier to enrich sports diplomacy, and an effective way to enhance the international discourse power of sports. External communication Dilemma: The folk participation is weak, the management mechanism is immature, the cultural export channels are poor,and cultural misreading is prominent. External communication countermeasures: We should build cultural brands to deepen cultural infl uence, attach importance to internal and external circulation and encourage the whole people to participate in cultural publicity, strengthen openness and sharing to achieve multicultural output, persist in media innovation and enhance cultural integration, and support appropriate management to promote the spread of cultural norms.

关 键 词：群众体育 体育非物质文化遗产 对外传播 

分 类 号：G812[文化科学—体育学] G206