摘要
在逆全球化背景下,推动中华传统体育文化“走出去”,既是中华文化主动适应时代变化的战略抉择,也是促进全球文明交流互鉴的重要途径。本文采用文献资料法和逻辑分析法,探讨中华传统体育文化“走出去”的价值、困境与路径。研究认为,逆全球化背景下中华传统体育文化“走出去”具有三重价值:增强国际体育话语权,提升国家文化软实力;破除文化贸易壁垒,推动全球体育市场多元化;促进全球体育多样化,维护体育文化生态平衡。然而,当前国际环境也为其“走出去”带来了诸多挑战,主要表现为:全球政策监管趋严,“走出去”面临更高的合规成本;全球经济合作减少,导致品牌建设与商业化难度提升;全球文化隔阂增大,“一体化”推广模式已不再适用。据此,本文提出破解路径:强化国别政策研究,构建系统化合规机制;拓展国际合作渠道,构建多元化市场体系;顺应数智传播趋势,构建精准化传播模式。
In the context of anti-globalization,promoting the“going global”of traditional Chinese sports culture is both a strategic decision for Chinese culture to actively adapt to the changing times and an important way to facilitate global cultural exchanges and mutual learning.Using the methods of literature review and logical analysis,this paper explores the value,dilemmas,and pathways for the“going global”of Chinese traditional sports culture.The study argues that under the background of anti-globalization,the“going global”of Chinese traditional sports culture carries threefold value:enhancing international sports discourse power and improving national cultural soft power;breaking down cultural trade barriers and promoting the diversification of the global sports market;and advancing global sports diversity and maintaining the ecological balance of sports culture.However,the current international environment also poses numerous challenges to its“going global,”primarily manifested as:stricter global policy regulation leading to higher compliance costs for international expansion;reduced global economic cooperation increasing the dificulty of brand building and commercialization;and growing global cultural barriers making the“one-size-fits-all”promotion model obsolete.Based on this,the paper proposes solutions:strengthening country-specific policy research to build a systematic compliance mechanism;expanding international cooperation channels to construct a diversified market system;and adapting to the trend of digital and intelligent communication to develop a precise communication model.
作者
王浩杰
陈静越
张晓英
Wang Haojie;Chen Jingyue;Zhang Xiaoying(Department of Physical Education,Guangdong Medical University,Dongguan 523808,China;不详)
出处
《体育科技文献通报》
2025年第6期206-209,共4页
Bulletin of Sport Science & Technology
基金
广东省体育局科研项目“广东省特色体育文化发展思路与途径研究”(项目编号:GDSS2018N042)。
关键词
逆全球化
中华传统体育文化
走出去
anti-globalization
traditional Chinese sports culture
going global
作者简介
第一作者:王浩杰(1998-),男,河南鹤壁人,在读博士研究生,助教。研究方向:中华传统体育国际传播;通信作者:张晓英(1974-),男,宁夏隆德人,硕士,副教授。研究方向:体育教育、武术文化发展。
