新公共外交时代我国体育外交的挑战与应对之策

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。

Challenges and Solutions for China’s Sports Diplomacy in the New Era of Public Diplomacy

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 built;on 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.