摘要
西方现代体育凭借其强大的经济基础、先进的传媒科技以及成熟的管理模式等,已经率先实现了传播的全球化。这一状况发展成为一种马太效应,并造成"贫者更贫,富者更富"的"知沟现象"积累,从而使得携带中华民族文化基因、情感、审美、价值观等的中国传统体育几近在本土沦为陌生的"他者"。在"我者"与"他者"分野的跨文化传播视域下,通过文献研读,并运用归纳、演绎、对比、逻辑分析等方法,分析了在传播全球化时代,我国传统体育国际化传播所面临的语境差异、文化误读、传媒选择、文化产业化等多种障碍,并提出了本土先行、尊重对方、国际合作、创新内涵等具体对策措施。
Western sports take the lead in achieving globalization for its strong economic base,advanced media technology and mature management pattern.This situation has developed into a Matthew Effect and caused ＂the poor more poor,the rich more rich＂,and ＂knowledge gap phenomenon＂ has accumulated.Chinese traditional sports with the genes of Chinese culture,emotion,aesthetics and values are reduced to the strange ＂otherness＂ in the home.Focused on the ＂I＂ and the ＂other＂ cross-cultural communication differences,through literature review,and the use of induction,deduction,comparison,logical analysis,in-depth analysis of the spread of globalization,this paper deeply analyzes and discusses the cross-cultural of Chinese traditional sports.The barriers of Chinese traditional sports internationalization are international context,cultural misunderstanding,media selection,cultural industrialization and so on.The specific countermeasures are put forwarded as follow：home first,respecting each other,international cooperation and innovation connotation.
出处
《体育科学》
CSSCI
北大核心
2010年第6期14-19,37,共7页
China Sport Science
基金
国家社会科学基金项目(09BTY034)
关键词
跨文化
对话
传统体育
国际化
传播
cross-cultural dialogue
traditional sports
internationalization
communication
