| （1.School of Physical Education，South China Normal University，Guangzhou 510006，China；2.School of Physical Education，Huizhou University，Huizhou 516007，China) Abstract: With the increase of China’s comprehensive national strength and the enhancement of China’s overall competitive sports strength, sport has made a unique contribution to such aspects as shaping our national image, boosting national soft power and enhancing China’s international communication ability. However, problems such as undiversified communication subjects, narrow channels, unbalanced contents and ambiguous audiences etc, which showed up in the process of sports international communication, are quite serious, affecting the range and actual effect of sports international communication to a great extent. In order to remove the obstacles in develop-ment, the authors put forward that for Chinese sports international communication, China needs to form multi-subject communication in order to realize extensive communication awareness, to focus on all-media commu-nication in order to highlight the functions of media fusion, to build bridges for domestic and foreign communica-tion via “glocalized” communication, and to further audience segmentation in order to enhance the pertinence of in-ternational communication, thus building a balanced, green ecosystem for sports international communication.
Key words: sports communication；transcultural communication；national image；glocalization；China |
