新公共外交时代我国体育外交的挑战与应对之策

摘要

In the new era of public diplomacy after the 18th CPC National Congress,China’s sports diplomacy faces many challenges. On the diplomatic organizational level,systematic diplomacy organizational mechanism in-tegrating the participation of the public and NGOs is yet to be buion the diplomatic value level,public sports figures and“Made in China”elements are yet to be further highlighted;on the diplomatic surrounding level,the challenges from Western - dominated public opinions,which are transmitted through new media,intensified. Countermeasures:in practice,turn“action in isolation”into “action in a concerted way”to build systematic sports diplomacy system ;in foreign communication,turn“preaching unilaterally”into “telling good Chinese stories”to create a harmonious sports diplomacy environment;in image shaping,turn“stressing political and e-conomic interests”into “stressing long - term development”to shape a positive image of sports diplomacy;in gesture,turn“responding in a passive way”to“guiding discourse actively”to demonstrate confidence.%面对新公共外交时代，承担着重要任务的中国体育外交面临诸多挑战：外交组织层面的有效融入公众、非政府组织参与的系统外交组织机制亟待构建；外交价值层面的体育公众人物及其“中国制造”元素凸显不够；外交环境层面的通过新媒体承载的西方主导舆论挑战加剧。应对之策：从“各自为战”转向“联合出击”，构建系统的体育外交体系；从“单一说教”转向“讲好故事”，营造和谐的体育外交环境；从“政经利益”转向“长远发展”，重塑向上的体育外交形象；从“被动应付”转向“话语引导”，展示自信的体育外交姿态。