| (College of Physical Education and Science，Nanjing Normal University，Nanjing 210046，China) Abstract: In the era of media globalization, Chinese professionals who engage in sports communication should well aware of their traditional sports culture, know about its history, reality and future development trend, whereas initia-tively utilize advanced modern communication media to communicate traditional sports culture in order to facilitate its blending into globalization as soon as possible. For media sports communication in China, we need to refer to foreign practices, strengthen international communication and cooperation, whereas strive for our interests and rights, establish our status and value the communication of sports spirit and cultural conceptions in the process of globalization.
Key words: sport；globalization；media；cultural communication |
