Publicity and the Development of Chinese Football
Gaowei Chen(a*)

a)International College of Football, Tongji University
No.1239 Siping Road, Yangpu District, Shanghai, China
*gaowei_chen[at]tongji.edu.can

Abstract

This paper intends to discuss the current problems of Chinese football development through the cultural perspective. On the macro level, Chinese football has not formed an independent culture system that fits its own development characteristics and can be competitive on the world stage in the long run, and culture is also the cut-off point to uncover the crux of Chinese football development. On the other hand, it would be too general to resort to culture as a constraint to the development of Chinese football. This paper introduces the proposition of ^publicity,^ a current concern in the field of sociology, as a note of cultural perspective. It is the process by which equal and free individuals voluntarily participate in activities that involve not only specific individuals but also abstract others, and reach a consensus through equal dialogue, negotiation, and action. This proposition can both revisit China^s inherent cultural characteristics and guide people to participate widely in public affairs that respect the general law of values. At present, China faces three major difficulties in the development of publicity: incompatibility with traditional culture, incompatibility with social systems, and different needs of different interest subjects. In terms of the construction of institutional culture, there are unclear rights and responsibilities between the relevant departments managing and leading football affairs, improper distribution of interests, and lack of public service consciousness among club enterprises- in terms of spiritual culture, the social force of Chinese football development has always been weak, and has been subservient to the purpose of the government and the market, unable to give full play to the shared and recreational values of the sport itself. This is not conducive to the cultivation of football talents and the market in the long run, not to mention the formation of an effective and distinctive local football culture.

Keywords: publicity, cultural perspective, football culture, Chinese football

Topic: Sport and culture in Asian societies