Value Expectation and Emotion Bridging: An Empirical Study on the Overseas Acceptance of Chinese Traditional Sports Culture

In the practice of China's cultural overseas communication, Chinese traditional sports culture, as an important symbol with Chinese characteristics, lacks a clear model of overseas acceptance and an effective value-added path. Using the questionnaires from overseas audience as the data base and their acceptance experience of Chinese traditional sports culture as the process framework, a model is constructed and tested to explore the influencing mechanism of the acceptance of Chinese traditional sports culture from different theoretical communication dimensions, and an effective pathway to enhance the international acceptance dynamics of Chinese traditional sports culture is constructed. The analysis of the data reveals that the content, media exposure and cognitive fluency of Chinese traditional sports culture all have a significantly positive influence on the willingness to pay attention to and practice through aesthetic experience and expectation horizon, and expectation horizon, aesthetic experience and culture value perception are playing an intermediary role. Accordingly, the four dimensions in which the culture element flow activates audience's aesthetic experience, heterogeneous culture media contact fits in with the expectation horizon, functional communication enhances the value, and emotional bridging links cognitive interculturality are proposed to build up a cultural interpretation space for communication subject and overseas audience.