中华文脉传承视野下孔繁森体育精神的创新传播路径
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徐嘉欣
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烟台南山学院体育学院，山东烟台，265713
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摘要：本研究立足于中华文脉传承与创新性发展的时代语境，聚焦优秀共产党员孔繁森同志在西藏阿里工作实践中形成的独特体育精神（以高原登山、骑马等为载体的艰苦奋斗、民族团结精神），探讨其创新传播路径。研究旨在解决当前传播中存在的符号化浅表化、代际断层、载体滞后等问题。通过深入解构孔繁森体育精神的文化内涵（融合儒家修身力行传统、老西藏革命精神与“体育强国”战略意涵），分析其三重文化基因（制度传统、哲学根基、革命话语），并系统剖析其传播困境的多维表征。研究提出并设计了以内容创新（器物层活化、行为层IP化、价值观层叙事嵌入）、叙事创新（青春化表达、具身化设计、消费语境重构）和机制创新（政策融入、多元协同、国际传播）为核心的三维创新传播路径体系，强调运用元宇宙、AIGC、跨媒介叙事等数字技术赋能，构建“教育-文旅-赛事”融合的传播生态。研究认为，通过创新传播机制，孔繁森体育精神可有效转化为涵养民族认同、培育公民道德、服务国家战略的文化资源与社会主义核心价值观教育载体。
关健词：孔繁森体育精神；创新传播；中华文脉；数字赋能；身体叙事；文化认同
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Innovative Communication Pathways for Kong Fansen’s Sports Spirit from the Perspective of Chinese Cultural Heritage Transmission
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Jiaxin Xu
School of Physical Education, Yantai Nanshan University，Yantai Shandong 265713，China
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Abstract：Against the backdrop of inheriting and innovatively developing the Chinese cultural heritage, this study focuses on the unique sports spirit of Kong Fansen—an outstanding Communist Party member—forged through his work practices in Ngari, Tibet. This spirit, embodied in high-altitude mountaineering, horseback riding, and other activities, epitomizes arduous struggle and ethnic unity. The research aims to address challenges in its current dissemination, such as symbolic superficiality, intergenerational disconnect, and outdated communication channels. By deconstructing the cultural connotations of Kong Fansen’s sports spirit—which integrates the Confucian tradition of self-cultivation through action, the revolutionary ethos of “Old Tibet,” and the national “sports power” strategy—the study analyzes its threefold cultural genes (institutional tradition, philosophical foundation, and revolutionary discourse) and systematically examines dissemination barriers.The study proposes and designs a three-dimensional innovative communication pathway system, centered on:Content innovation (revitalizing material artifacts, IP-based transformation of behavioral elements, and narrative embedding of core values);Narrative innovation (youth-oriented expression, embodied design, and consumption-context reconstruction);Mechanism innovation (policy integration, multi-stakeholder collaboration, and international communication).Emphasis is placed on leveraging digital technologies—such as the metaverse, Artificial Intelligence Generated Content (AIGC), and transmedia storytelling—to empower dissemination and construct an integrated “education-cultural tourism-sports events” ecosystem. The research concludes that this innovative communication mechanism can effectively transform Kong Fansen’s sports spirit into a cultural resource for nurturing national identity, cultivating civic virtues, and serving national strategies, thereby advancing education in socialist core values.
Keywords : Kong Fansen’s Sports Spirit；Innovative Communication；Chinese Cultural Heritage；Digital Technology Empowerment；Cultural Identity
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