Difficulties and Countermeasures of Sports Culture Communication in China Under the Background of Sports Globalization

Abstract

Through literature study, this paper discusses the difficulties and countermeasures of sports culture communication in China under the background of sports globalization. It is believed that the rapid expansion of capital and technology modernization has accelerated the spread and exchange of sports culture which shows the complementarity of identity and diversity. The communication of China’s sports culture is restricted by identity and is strongly influenced by western transnational capital, with an obvious feature of westernization. The intellectual property (IP) rights in sports have not yet formed an effective circular operation, and the defects of the system are still huge constraints on the spread of sports culture in China. The way to enhance the vitality of China’s sports culture lies in diversity. Under the condition that the “de-administration†of sports management has not been completed, it can help us spread sports culture more confidently by taking sports enterprises as the leader and focusing on the capital operation and creative production of sports IP at home and abroad.