从“国际传播”到“战略传播”:体育国际传播能力建设的创新路径

doi:10.15942/j.jcsu.2021.06.002

Journal of Chengdu Sport University ›› 2021, Vol. 47 ›› Issue (6): 6-8.doi: 10.15942/j.jcsu.2021.06.002

• THE CONSTRUCTION AND PROMOTION OF CHINA'S SPORTS INTERNATIONAL COMMUNI-CATION CAPACITY • Previous Articles Next Articles

From “International Communication” to “Strategic Communication”: Innovating the International Communication Competence for Sports in China

SHI Anbin¹, SHENG Yang²

1. School of Journalism and Communication, Tsinghua University, Beijing 100084;
2. School of International Journalism and Communication, Beijing Foreign Studies University, Beijing 100089

Received:2021-08-15 Revised:2021-09-25 Online:2021-11-15 Published:2021-11-26

Abstract

Abstract: The intercultural communication and media representation of sports serves as a major field for international communication practices in the social media era. It argues that President Xi Jinping's address on May 31st, 2021 should lead as a guidance for China's innovative construction of the international communication competence for sports, with a theoretical transition from “international communication” to “strategic communication”, by way of locating the social context of “global China”, constructing cultural idea of “transcultural communication” and configuring the “strategic communication” agents. It calls for a polyphonous national image branding on “active China”, “germinative China” and “youth China” with its promotion in sports industry. The upgrade of international communication competence for sports assists the construction and integration of China's overall international communication competence.

Key words: international communication for sports, strategic communication, transcultural communication

CLC Number:

G80-056

SHI Anbin, SHENG Yang. From “International Communication” to “Strategic Communication”: Innovating the International Communication Competence for Sports in China[J]. Journal of Chengdu Sport University, 2021, 47(6): 6-8.

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From “International Communication” to “Strategic Communication”: Innovating the International Communication Competence for Sports in China

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