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| 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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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.
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Published: 19 August 2025
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Corresponding Authors:
Yiran YAN
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