Glocalization Strategies for International Communication of Chinese Sports——Expanding from I Am What I Am
Practicing the glocalization strategy provides a new path for China's sports external com-munication to empower and increase efficiency.Through the case study of I Am What I Am,this pa-per tries to understand the cultural representation of the international communication of Chinese sports and the expression of the implication of the Chinese dream.The specific performance is as fol-lows:the heroic complex integrated into collectivism,the realism rooted in nostalgia narrative,the inspirational story of continuing the national spirit,the romantic freehand brushwork of Chinese style,and the cultural self-confidence beyond the stereotype.Based on this,the glocalization strategy of China's sports international communication is proposed,including:adhering to the combination of global vision and returning to the local,adhering to the spirit of professionalism,promoting the com-mon value of all mankind,and creating Chinese heroism and realism;with new formats such as film and television folklore,we will help explore a new path for the external dissemination of traditional ethnic sports in China;absorbs creative power in traditional culture,integrates Chinese romantic free-hand style,and enhances the new potential energy of Chinese sports international communication in the new era;continuing the national spirit,establishing the self-confidence of Chinese sports culture,accelerating the construction of Chinese sports independent discourse and narrative system,and em-powering the international communication of Chinese sports.
Chinese sportsinternational communicationglocalizationanimated movierealism
NETL
NSTL
万方数据
