从文化折扣到文化共鸣：村超国际传播策略研究

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中图分类号：G812 文献标识码：A 文章编号：1007-323X（2025）06-0031-12

From Cultural Discount to Cultural Resonance： A Study on the International Communication Strategy of the Village Super League

ZHANG Ye-an， CHEN Wei-lun （School of Journalismand Communication，Shanghai University of Sport， Shanghai 2Oo438，China）

Abstract： The "Village Super League" event in Guizhou has become a landmark rural sports event due to its distinct grassroots characteristics，ethnic cultural elements，and the atribute of being a carnival for all. However， its international communication process is constrained by the significant "Cultural Discount" efect. From the perspective of cross-cultural communication， integrating the Cultural Dimensions Theory and the Encoding/Decoding Theory， this paper proposes a threedimensional international communication strategy framework for the Vilage Super League， namely "Cultural Translation - Emotional Resonance - Community Co-construction". Cultural translation serves as a key bridge to overcome cognitive gaps，emotional resonance acts as an adhesive for establishing deep connections，and community co-construction functions as an engine for sustainable interaction， realizing a paradigm shift from passive adaptation to active co-creation. From the perspective of affordance， it points out the future path of the international communication of the Village Super League and the direction for constructing the evaluation system of crosscultural international communication effects.

Keywords： Village Super League; cultural discount; cultural resonance; cross-cultural communication; international communication

“体育在中国西南乡村与广阔世界之间架起了一座跨文化传播的桥梁，不仅让中国乡村走向了世界，也把世界请进了中国乡村”［1]。（剩余20883字）