Research On China's Sports Culture Soft Power Construction From The Perspective Of Gramsci's Cultural Leadership Theory

The construction of soft power of sports culture occupies half of the construction of China's sports power,which is an indispensable and irreplaceable part in the China's sports power construction.Comparatively speaking,China's sports hard power has developed rapidly,so it is particularly necessary to strengthen the construction of sports soft power under the strong China's sports power.The weak sports culture soft power and lagged development will greatly lose China's comprehensive sports strength,delay the development speed of sports power,and affect the development quality of sports power.So,actively seizing development opportunities,cultivating and improving China's soft power of sports culture in a targeted manner,and balancing the asymmetric development of sports hard power and sports soft power lay the foundation for the construction of a sports power.Gramsci's theory of cultural hegemony points the way for the proletariat to seize cultural hegemony under the conditions of a capitalist society.Although China and Gramsci had different historical backgrounds at that time,their cultural hegemony theory still has important reference significance for the construction of China's sports culture soft power today.This paper analyzes and explores the concept,characteristics and basic elements of the soft power of sports culture through adopting literature method,comparative analysis method and expert interview method and puts forward the deficiencies in its development.This paper puts forward the corresponding concrete and operable construction approaches by using the rich content of Gramsci's cultural hegemony theory for reference,hoping to provide some theoretical references and practical guidance for the construction of China's sports cultural soft power.Gramsci explicitly mentioned in the theory of cultural hegemony that the acquisition of cultural hegemony is mainly through the organic intellectuals' cultural penetration and dissemination to ordinary people in civil society,so that the ordinary people can identify with their cultural ideology in order to achieve proletarian political leadership.The place where cultural hegemony is obtained is civil society.Gramsci considers civil society to be a superstructure,rather than an economic foundation.The implementation subject of gainingcultural hegemony is organic intellectuals,who take on the function of organizational construction in social practice,and are the main players for obtaining cultural hegemony.Gramsci takes cultural ideological positions as a strategic way to gain cultural hegemony,and the leadership that relies on is a proletarian party which can represent the interest of the overwhelming majority of the people.The basic elements of the soft power of sports culture include the cohesion of national sports culture,the influence of national sports culture,the attraction of national sports culture,and the penetration force of national sports culture.During the development of China's sports cultural soft power,the national sports governance system needs to be improved;the core values of sports are of hysteretic nature;the training model of sports talents needs to be improved;the management system of sports culture industry needs to be improved;the national traditional sports development is facing difficulties;the international speech rights of sports needs to be enhanced;there is still room for improvement and the negative impact of national sports image building in sports cultural diplomacy.In view of Gramsci 's cultural hegemony theory,this paper carries out an in-depth study of the soft power of China's sports culture and draws the following construction strategies: Firstly,building the civil society and developing the community sports organizations.Secondly,enhancing national sports governance capabilities and promoting modernization of sports governance capabilities.Thirdly,building a team of sports talents and playing a leading role in sports talents.Fourthly,cultivating new industrial talents and developing China's sports culture industry.Fifthly,enhancing the international right of speech of sports and occupying cultural ideological positions.Sixthly,inheriting and developing national traditional sports;enhancing the external penetration of China's sports culture,Seventhly,establishing the core values of sports and giving full play to the leadership role of national political parties.Eighthly,shaping the image of national sports in the process of sports diplomacy.