Sports Trans-Cultural Communication between China and Russia under the Belt and Road Initiative

Abstract

With the development of globalization, international communication and the coexistence of sports cultures are inevitable. The ‘Belt and Road Initiative’ has accelerated the growth of Sino-Russian cultural communication and has brought new opportunities and challenges. Sino-Russian trans-cultural sporting communication aims to develop the capital and conduit functions of agents such as sports enterprises, sports stars as well as sports consumers; and utilize technologies, power, rules, and conventions of governments and non-governmental organizations and other actors within the context of global capitalism and developing consumer cultures. Research shows that Sino-Russian trans-cultural sports communication incorporates more than simply the sports field leading into other areas such as youth development, cultural and educational communication, sports tourism, and cultural cooperation. However, a specific policy framework is still lacking and there is a need to develop a communication platform involving deeper integration of governmental and non-governmental organizations and enterprises. This paper thus argues that a Sino-Russian sports communication and cooperation framework should be constructed in the context of the Belt and Road Initiative if the initiative is to be successful.