International Communication Of Sports In China: Challenge And Innovation

The theory of the national soft strength, as one of the mostimportant among the contemporary theories in international relations, has been thecommon concern from the scholars at home and abroad since it was put forward.China puts the national soft strength in the strategic position for the development ofChina. Culture, as the basis of the national soft strength, plays an important role inthe enhancement of the national soft strength and the improvement of thecomprehensive national power. Because of its importance, to enhancement of thenational soft strength, we must develop our national culture.China’s sports culture, as an irreplaceable part of the culture system ofChinese nation, has a long history and rich content, and it should be understood bythe whole world through international communication. Therefore, the internationalspread of Chinese sports becomes an important task for promoting the nationalimage.This paper analyzes the present situation of China’s sports internationalspread, the existing problems and the challenges it faces, suggests new ideas andspecific measures. The innovation of the communication concept is very necessaryfor China’s sports international communication. To enhance the national soft strength,improve the ability of China’s sports international spread, government should play aleading role, and the effect of non-government organizations should not beneglected.