Soft Power and Development Strategy of College Sports Association in China
Zhou, Yan, Studies in Sociology of Science
As the reform of college physical education in China is being further deepened, especially due to the introduction of the guiding ideology "Quality education, health first" and the implementation of Sunshine Sports project, the traditional college physical education is developing toward the life-long sports, fun sports and healthy sports. College sports association is not only an organization that promotes the integration of curricular and extracurricular physical education in and out of school, but also an effective organization to realize such integration. However, currently, during the reform process of such integration, the insufficient activity space and fund of college sports association, imprecise relation between sports association and physical education, and inadequate internal control mechanisms, to some extent, all restrict the development of college sports association. This paper tried to from the angle of soft power, explore the relation between college sports association and college physical culture development, organizational system, cultural transmission and other soft power factors, find out the problems existing in the college sports association in terms of soft power, and via the study of these problems, provide certain theoretical basis for the development of college sports association, and propose feasible recommendations and practical methods.
The concept of soft power was proposed by the professor of Harvard University Joseph Nye. He pointed out that the comprehensive strength of a country not only includes the "hard power" such as the economic, technological and military strength, but also includes the "soft power" shown by the cultural and ideological appeal. Referring to "Bound to Lead: The Changing Nature of American Power" written by Joseph Nye, we could divide soft power into 4 aspects, namely the cultural influence, the ideological influence, the influence of institutional arrangements and the influence of foreign affairs.
1. CONNOTATION OF THE SOFT POWER OF COLLEGE SPORTS ASSOCIATION AND KEY ELEMENT ANALYSIS
According to the concept of soft power and association, going deep into the field of college sports association, the hard power of college sports association usually refers to the organizational structure, hardware facilities and personnel, and the soft power refers to culture, system and media.
1.1 Cultural Atmosphere of Sports
In the college sports association, the culture mainly refers to that the students voluntarily choose and participate in activities based on their own interest in sports, hobby and specialty, and under the requirements of regulation, carry out diverse physical cultural activities, which is an extension of classroom learning, and a supplement of classroom teaching. First, the cultural feature of college sports association is an important carrier of college campus culture. Various physical activities provided by the sports association are training as well as education, sports as well as entertainment, enabling us to participate in as well as watching, which has universal educational meaning and strong infectivity, occupying critical position in the establishment of campus culture. Second, the cultural feature of college sports association is an important means to activate the campus physical cultural atmosphere. The thriving development of college sports association could fully utilize the physical cultural resources, enable teachers and students participate in diverse campus physical cultural activities, activate the campus atmosphere, improve the college students' quality, boost the quality and level of campus activities, and establish systemized, multi-level and high-level campus culture. Third, the cultural feature of college sports association is an important channel to enhance personal education. The student sports association with full range and wide coverage is an important carrier of campus culture, as well as important channel for carrying out Communist Youth League education and ideological and political education. …