中国式现代化背景下国际体育传播的内在逻辑、现实困境与未来展望  

International Sports Communication Under the Background of Chinese Modernization Internal Logic,Realistic Dilemma and Future Prospects

作　　者：滕姗姗 胡奇 TENG Shan-shan;HU Qi(School of Journalism and Communication,Wuhan 430079,China;The Media and Sports Research Center,Wuhan Sports University,Wuhan Spdrts Vniversity,Wuhan 430079,China)

机构地区：[1]武汉体育学院新闻传播学院,湖北武汉430079 [2]武汉体育学院媒体体育研究中心,湖北武汉430079

出　　处：《福建体育科技》2023年第5期63-67,共5页Fujian Sports Science and Technology

基　　金：湖北省“楚天学者”特聘教授计划资助项目;湖北省教育厅哲学社会科学研究课题重点项目“融合与裂变:全媒体时代湖北广电产业核心竞争力的发展战略研究”(项目编号:19D084)。

摘　　要：如今置身于中国式现代化的背景下,体育正以开放、多元与主动的姿态呈现中国的国际化现代图景。与此同时,在党的二十大报告中党中央再次重申“中国话语”的重要性,指出在未来仍应提炼并传递中华文明的精髓,在讲好中国故事的同时提质增速中国对外叙事体系的构建。但立足当下不难发现,在中国式现代化的理念指引下国际体育传播的内涵意蕴悄然变化,但总体上看来,仍然存在资本裹挟与政治博弈、异质文化的背道而驰以及体育全媒体矩阵阙如等问题亟待解决。基于此,本文将以中国式体育现代化图示为引,洞察中国国际体育传播的内在逻辑、探骊时代困境并对未来的延展路径作出展望,站在全新的战略高度,以期推动新时代中国体育传播的秩序变革。Nowadays,under the background of Chinese modernization,sports are presenting China's international modern picture with an open,pluralistic and active attitude.At the same time,in the report of the 20 th National Congress of the Communist Party of China,the Party Central Committee once again reaffirmed the importance of'Chinese discourse',pointing out that the essence of Chinese civilization should still be refined and transmitted in the future,and the construction of China's external narrative system should be improved while telling Chinese stories well.However,based on the current situation,it is not difficult to find that the connotation of international sports communication has quietly changed under the guidance of the concept of Chinese modernization.However,on the whole,there are still some problems to be solved,such as capital coercion and political game,the opposite of heterogeneous culture and the lack of sports omnimedia matrix.Based on this,this paper will take the Chinese-style sports modernization diagram as a guide,insight into the internal logic of China's international sports communication,explore the dilemma of the times and make a prospect for the future extension path,standing at a new strategic height,in order to promote the order change of China's sports communication in the new era.

关 键 词：国际传播 体育传播 中国式现代化 传播策略 

分 类 号：G80-05[文化科学—运动人体科学]