The Study On Sports Communication Of Guangxi Towards ASEAN Countries:Current Situation, Problems And Strategies

In recent years, Guangxi is presenting the stage for all-round sports communications with ASEAN countries, keeping intimate relationship in relevant areas such as sports events, the communication and cultivation of talent and sports education. Nowadays, sports have become a new approach to link Guangxi and ASEAN countries. Modern sports have become a common phenomenon in contemporary international society, the vital symbol and tool to demonstrate the comprehensive national power, spark the national spirit and propagate peace and friendship as well. In the frame of communication, sports communication refers to human communication behavior use the sport as communication media and communication contents. Guangxi develops the sport diplomacy with ASEAN countries by sports activities, which makes Guangxi and ASEAN countries become closer, and has deepen understanding.Based on the theory of Communication, by applying the methodology of case study, this thesis makes a particular study on the sports communication of Guangxi towards ASEAN countries from communicators, communication contents and communication media to conclude the current situation, and to analysis the communicators lack of vitality, poor dissemination of the contents of the control, and formation of the representative brand events. From the perspective of trans-culture communication and brand building, this paper tries to find out the solution and strategies to strengthen the sports communication of Guangxi towards ASEAN countries.