The Shortage and Dilemma of International Communication of Traditional Chinese Sports in the Omni-media Era

Traditional Chinese sports culture is facing both opportunities and challenges in the omni-media era. Diversified communication channels have freed the communication of traditional Chinese sports culture from the limitations of geographical space, and unprecedented changes have taken place in the subject, audience, form, and technology of communication. In recent years, although traditional Chinese sports culture has made achievements in its international communication thanks to the information technology, the strategies, mechanisms, skills, awareness, methods and channels of communication still need further improvement. By literature research method and questionnaire survey method, the author conducted an in-depth study on the current condition and environment of international communication of traditional Chinese sports, with the aim to unveil the difficulties and regulations during the communication process, and to improve the communication effects based on a reliable theoretical basis.