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由“跨”到“转”：中华体育文化对外传播的理论升维与路径创新

From “Crossing” to “Turning”: The Theoretical Enhancement and Path Innovation of Chinese Sports Culture’s External Communication

彭澳¹, 熊辉¹²

Leisure Sports and Health / 2026,6(1): 95-103 / 2026-04-21 16 10

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• Information:

  1. 湖北大学体育学院，武汉；
  2. 湖北休闲体育发展研究中心，武汉

• Keywords:
  Cross-cultural communication; Trans-cultural communication; Chinese sports culture; De-westernizing
  跨文化传播; 转文化传播; 中华体育文化; 去西方化
• Abstract: Against the backdrop of global socio-cultural transformations, the international communication of Chinese sports culture has shifted from “cross-cultural” to “trans-cultural” approach. Utilizing comparative analysis and literature review methods, this study examines the conceptual distinctions between cross-cultural and trans-cultural communication, constructs a 5W theory-based analytical model for the international dissemination of Chinese sports culture, and identifies the challenges faced in cross-cultural communication. Subsequently, it proposes a new communication pathway transitioning from “cross-cultural” to “trans-cultural”. The study identifies fundamental distinctions between cross-cultural and trans-cultural communication in terms of conceptual foundations, ultimate objectives, and research contexts. To address the critical challenges facing cross-cultural communication — including the shortage of interdisciplinary sports communication professionals, ineffective self-representation of Chinese sports culture, limited cross-cultural communication channels, Western dominance in international sports discourse, and cultural discount effects arising from contextual disparities — the research proposes a comprehensive advancement pathway. This strategic framework encompasses five key dimensions: transitioning from specialized I-shaped to versatile T-shaped competency models to cultivate forward-looking communication professionals; enhancing the authenticity and precision of Chinese sports culture’s self-representation to overcome final barriers in international dissemination; establishing robust multi-stakeholder collaboration mechanisms to strengthen the enduring global influence of Chinese sports culture; developing culturally empathetic narratives and engagement platforms to expand overseas dissemination channels; and adapting communication approaches to bridge linguistic and cognitive gaps across different cultural contexts. 面对全球社会与文化格局的变革，中华体育文化对外传播呈现出由“跨”至“转”的改变。本文运用对比分析法、文献资料法等，对跨文化传播与转文化传播的概念进行辨析，构建基于5W理论的中华体育文化对外传播的分析模型，以此分析中华体育跨文化传播面临的困境，并提出由“跨”到“转”的传播新路径。研究认为，跨文化传播与转文化传播在概念出发点、归宿点、研究背景等方面存在差异，针对跨文化传播面临的复合型体育传播人才匮乏、中华体育文化自塑言不达意、跨文化传播渠道有限、西方主导体育国际话语权、高低语境产生文化折扣的问题，提出以下推进路径：实现“I”型向“T”型转变，培养与时俱进的传播人才；优化中华体育文化自塑效果，打通对外传播“最后一公里”；完善对外传播协同机制，强化中华体育文化持续影响；创设体育文化共情场景，拓宽体育文化出海道路；转变高低语境传播方式，弥合言语思维差异。
• DOI: 10.35534/lsh.0601016 (registering DOI)
• Cite: 彭澳，熊辉．由“跨”到“转”：中华体育文化对外传播的理论升维与路径创新［J］．休闲运动与健康，2026，6（1）：95-103．