A Study Of Soft Power Construction In China From The Perspective Of Sports Communication

In the early 1990s, the Harvard professor Joseph Nye in Harvard proposed theconcept --"soft power", which broke with the tradition of focusing on military andeconomy power in evaluating the power of a nation and brought non-material factors such as culture, values into the realm of the power of a nation. Soft power is playing an increasingly important role in the comprehensive strength of a nation. Today, the international competition has been fully shifted to "soft power" competition, which has been widely accepted by the world's academic and political circles .Recently, "improvement of state cultural soft power" has been written into the Party's report at the 17th National Congress for the first time, which manifests China's global foresight and strategy.China has a long history and ancient civilization, but the culture and civilization have not been transformed into corresponding influence and appeal. One of the main reasons is lack of an effective and efficient communication method. The existing communication media is not efficient enough to ensure that soft power can be effectively displayed and disseminated. Soft power of China is still weak, and the effect and influence of soft power lag behind those of America. Therefore, it is an urgent task to increase our national Soft Power.With the rapid development of sports communication in recent years, Sports industries such as NBA becomes a kind of special media, and becomes one of the most important factors in construction of soft Power. Using an integrated, systematized and effective global communication mechanism, America has delivered their culture and value conceptions to the whole world .What's more, the effect of hosting big sports events on the National Image become more and more important.The 2008 Olympic Games is a good opportunity for China to showcase Chinese culture and the humanistic spirit of sports cultures. A great number of outstanding athletes, such as Yao Ming, Liu Xiang, provide a precious opportunity for transmission of the culture. Traditional national sports such as martial arts (Chinese WuShu) and China chess, which embody the philosophy and humanism of Chinese civilization, have important reference value for the construction of soft power. From the perspective of the real interests, excavating the humanistic connotation which is hiding behind the National Traditional Sports is helpful to explain concept of harmonious and sustainable scientific development. In a word, Sport communication is closely related with a country's soft power, and also become one of the most important factors in the promotion of soft power.The thesis explores the theme in four parts: the first chapter introduces and clarifies the concept, function and meaning of soft power as well as its denotation and connotation. The second chapter mainly expounds the situation of the soft power in China, and points out its appearance and the problem. The third chapter mainly explains concepts of Sports Communication and its relationship with Soft Power. The forth chapter analyses the role of sports culture in the construction of soft power in China. The fifth chapter discusses the application of sports communication in the realm of soft power construction.