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科技与出版  2025, Vol. 44 Issue (7): 45-51    
特别策划·出版:文明交流互鉴的重要桥梁
基于中外人文交流的体育图书海外出版研究
周榕1,张琪悦1,延怡冉2,*
1. 武汉体育学院新闻传播学院,430079,武汉
2. 武汉大学新闻与传播学院,430072,武汉
International Publishing of Chinese Sports Books Grounded in Culture and People-to-people Exchange between China and Foreign Countries
ZHOU Rong1,ZHANG Qiyue1,YAN Yiran2,*
1. School of Journalism and Communication Wuhan Sports University, 430079, Wuhan, China
2. School of Journalism and Communication Wuhan University, 430072, Wuhan, China
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摘要: 

在加强中外人文交流的现实语境下,我国体育图书的海外出版成为传播我国体育文化、构建文化认同的方式和载体。研究基于中外人文交流理念,通过文献分析法和案例研究法,就我国体育图书海外出版的现状和困境进行考察,探究其原因,并提出相应的发展路径。研究发现,我国体育图书海外出版存在图书种类主题单一、图书内容缺少分众化和时代性、出版物载体形式传统、数字技术运用有限等问题。研究提出,要提升图书的种类和时代性,构建体育图书的中华文化标识体系;创设“共情”语境,推进我国体育故事的精准传播;完善协同传播机制,建设体育图书的海外共创场域;融合数智技术,优化体育图书的载体形式,以此提高体育图书海外出版的效能。

关键词 人文交流体育图书海外出版    
Abstract

In the context of enhancing culture and people-to-people exchange between China and foreign countries, the international publication of Chinese sports books has increasingly highlighted its value as a significant approach and crucial carrier for disseminating China's sports culture and fostering cultural identity. It is increasingly becoming a pivotal means and important vehicle for disseminating China’s profound and unique sports culture, shaping a positive national image, and fostering international understanding, respect, and even recognition of Chinese sports culture. Guided by the concept of “a Community with a Shared Future for Mankind”, this study examines how sports books function as cultural bridges to enhance dialogue and understanding among diverse civilizations. To thoroughly analyze the current state and multifaceted challenges faced by Chinese sports books in their global outreach, this research employs two classic methods of social science research: literature analysis and case studies. By reviewing relevant academic literature, industry reports, policy documents, and statistical data from both domestic and international sources, and analyzing representative international publishing projects of Chinese sports books, this study finds that the international publishing of Chinese sports books currently faces several key challenges. First, the variety and themes of books remain relatively limited, failing to fully showcase the richness and diversity of Chinese sports culture. The depth of exploration and breadth of presentation of sports resources and culture are still insufficient. Second, the content lacks adequate audience segmentation, falling short of effectively distinguishing and meeting the diverse information needs and reading preferences of overseas readers across regions, cultural backgrounds, age groups, and levels of expertise. Third, publication formats predominantly rely on traditional printed books, with limited application and integration of emerging digital technologies. The causes of these developmental challenges include fundamental differences between Chinese and Western sports cultures and values; insufficient understanding of changes in the international market and a lack of precise targeting of overseas audience needs; and the complex international public opinion environment, which also hinders the market entry of Chinese sports books. In response, this study proposes several strategic pathways to enhance the efficacy and influence of the international publishing of Chinese sports books. First, it is essential to enrich thematic diversity and infuse content with contemporary relevance, thereby building a distinctly recognizable Chinese cultural identity system for sports books. Second, it is crucial to create an empathy-driven communication context that resonates emotionally and spiritually with overseas readers, precisely targeting audiences, and advancing the effective global dissemination and deep understanding of Chinese sports stories through localized narrative strategies and high-quality translations. Third, a collaborative communication mechanism involving multiple stakeholders should be established to integrate superior resources and jointly build an international co-creation platform for sports books. Additionally, the international publishing of Chinese sports books must actively embrace and deeply integrate digital and intelligent technologies, diversify publication formats, and optimize content presentation to adapt to the digital transformation trend in the international publishing market. Through the coordinated advancement of these pathways, the international competitiveness and cultural dissemination power of Chinese sports books can be strengthened, enabling them to play a more solid and effective role in building cultural identity and promoting mutual learning and exchange among civilizations.

Key wordsculture and people-to-people exchange    sports books    international publishing
出版日期: 2025-08-19
基金资助:湖北省高等学校哲学社会科学研究重大项目(23ZD259)
通讯作者: 延怡冉   
Corresponding author: Yiran YAN   

引用本文:

周榕,张琪悦,延怡冉. 基于中外人文交流的体育图书海外出版研究[J]. 科技与出版, 2025, 44(7): 45-51.
ZHOU Rong,ZHANG Qiyue,YAN Yiran. International Publishing of Chinese Sports Books Grounded in Culture and People-to-people Exchange between China and Foreign Countries. Science-Technology & Publication, 2025, 44(7): 45-51.

链接本文:

http://kjycb.tsinghuajournals.com/CN/      或      http://kjycb.tsinghuajournals.com/CN/Y2025/V44/I7/45

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