湖北体育科技2025，Vol.44Issue(4)：1-6,6.DOI:10.20185/j.cnki.1003-983X.2025.04.001
从本土到球土:中国体育国际传播叙事体系的构建思路
From Local to Glocal:Construction Ideas of Narrative System for International Communication of Chinese Sports
摘要
Abstract
Objective In the context of glocalization constructing a narrative system for China's sports international communication is a key means to vividly present the country's sports image on the international stage.Methods Literature review and logical evolution methods are adopted to explore China's sports international communication narrative system from five aspects:narrative subjects,con-tent,audience,strategies and effects.Results It finds that the construction of the sports international communication narrative system faces several challenges,including a singular narrative subject,low content recognition,unstable audience engagement,a mismatch between supply and demand in strategies,and suboptimal effects.These issues necessitate innovation and transformation to reshape its influence.Conclusion It suggests that,in constructing the sports international communication narrative system,it is essential to strengthen the leadership of narrative subjects,enrich the depth of narrative content,and use audience resonance and feedback as a driving force.It advocates for flexible innovation in communication strategies and the establishment of a feedback loop through audi-ence engagement to continuously optimize the communication system,thereby enhancing China's sports influence and recognition on the international stage.关键词
中国式现代化/体育国际传播/叙事构建/文化自视/球土化Key words
Chinese-style modernisation/sports international communication/narrative construction/cultural self-view/glocalization分类
社会科学引用本文复制引用
梁琳尉,邰峰..从本土到球土:中国体育国际传播叙事体系的构建思路[J].湖北体育科技,2025,44(4):1-6,6.基金项目
辽宁省属本科高校基本科研业务费专项资金资助(LJ112410165015). （LJ112410165015）
