(Institute of Sports Science，Shanghai University of Sport，Shanghai 200438，China)
Abstract: From the perspective of cross-cultural communication of Chinese Wushu, this paper systematically analyzes and interprets the phenomenon of “cultural discount” in the process of cross-cultural communication of Wushu by using the methods of literature research and logical analysis, analyzing the reasons and putting forward addressing solutions, in order to provide new ideas and new methods for optimizing the practice of cross-cultural communication of Chinese Wushu, which exploits a new dimension for the construction of the discourse system of cross-cultural communication of Chinese Wushu. The conclusions are as follows：(1) There are three reasons for the phenomenon of “cultural discount” in the dissemination of Chinese Wushu culture：at first, the touch of Wushu cultural information presents the characteristics of “fragmentation”, and the “channel hegemony” of traditional media is deconstructed by “everything is media”; secondly, the language barriers and cultural differences between China and the West leads to the deviation of “information decoding” of Wushu culture；thirdly, the lack of discourse power and communication power of Wushu culture leads to the lack of recognition of Wushu cultural information. (2) The governance strategy of “cultural discount” in the process of cross-cultural communication of Chinese Wushu is as follows: Adhering to theoretical innovation and constructing a systematic and complete discourse system for the translation of Chinese Wushu culture is the key of narration; Innovating communication strategies and constructing the communication matrix of Chinese Wushu culture with unique Chinese characteristics is the basis of development; sticking with the “soul” of Wushu culture and complete the transformation of Wushu modernization into the core of innovation as soon as possible; adhering to deeply cultivate users, resonate, tell the story of Chinese Wushu as the target of action.
Keywords: sport culture；Chinese Wushu；cross-cultural communication；cultural discount