| （Department of News and Propagation，College of Humanities，Yantai University，Yantai 264005，China) Abstract: After the successful hosting of Beijing Olympic Games in 2008, China put forward the transformation from a big country of sport in the world to a powerful country of sport in the world. Facing the aggressive commu-nication of western sports culture in the new period, Chinese sports culture communication should be lifted up to a strategic height, while the key to strategic design is “the main line construction” of Chinese sports culture develop-ment and media strategies, i.e. to form a new mechanism for Chinese sports culture studying and operating via the interaction between sports media resources and sports culture, starting with cultural needs.
Key words: sports communication；sports culture；main line reconstruction；sports globalization；cultural difference；China |
