肖焕禹

　　XIAO Huanyu

　　Prof. and Dean of Sports and Human College of Shanghai Sports Institution

　　Director of Sports news Department of Shanghai Sports Institution

　　Study on Transcultural Communication Value and Challenges of Olympics

　　XIAO Huanyu

　　The transcultural communication of Olympics is a kind of sociocultural communication activities, which takes sport as a vehicle, getting involved in various nationalities, countries and areas, and also a process of pursuing mutural understanding, adapting and communicating in the human society by identifying the different sports culture. Under the wave of globalization, the transcultural communication of Olympics has been upgraded by being developed more than one century as a social activity with abundant connotations and a cultural phenomenon of stimulating human aesthetic capabilities and potential abilities, playing a very important role in human perfection and social progress.

　　The value of Olympics transcultural communication exists in cultural convergence, cultural inheritage, cultural communication and the illustration of national image. It well combines outstanding sports culture of the national essence, making people in a good culture nurtured and guided by the star, forming the correct concept in the social life, norms of good behavior, eventually leading to a harmonious development of human society.

　　Nowadays Olympics transcultural communication is confronting a lot of challenges.

　　First, there exists the confliction between cultural pluralism and sports cultural simplication; Second, the national pride should be activated while the intensified nationalist sentiment needs to be prevented; Third, the competition of Chinese athletes and creating a harmonious environment should be emphasized; Fourth, the Chinese traditional media and the internet media should be controlled and managed properly.

　　The 2008 Beijing Olympic Games will be a good turning point of demonstrating Chinese reform and open policy achievement of melting China into the world. We should get profit from former Olympic Games' successful experience, with a vision of the international scope, adopting more widespread styles, direct communication to unfold the Eastern sports culture, in order to let the world understand China, at the same time, let the Chinese understand the world, let the various countries mutually understand, let the Eastern culture be accepted by more people through such a grand meeting, the Olympic Games. The Beijing Olympic Games will be the model of transcultural communication, getting the East and West culture mutually fused.