An Examination of the Discursive Practice of “Glocalization” in the International Sports Communication on China’s Mainstream Media

Navigating the discursive tension between “globalization” and “localization” constitutes both a challenge and an opportunity for China's mainstream media in the realm of international communication. Grounded in the theory of “glocalization,”this study utilizes official Twitter accounts of three mainstream media outlets, focusing on their coverage of the Beijing Winter Olympics. Employing qualitative comparative analysis(QCA), it scrutinizes the primary factors and configuration pathways shaping the discourse practices of China's mainstream media in international sports communication. The goal is to dissect the interplay between “global” and “China” within the context of practices in international sports communication. The analysis reveals that the efficacy of mainstream media's discourse practices in international sports communication hinges on two sets of “selectable”configuration pathways: Invoking global discourse and translating it into a local context in self-narratives, and expressing local perspectives and constructing a “global China” narrative in others' narratives. The study posits that the “glocalization” theory not only serves as a guide for the discourse practices of China's mainstream media in international sports communication but also constitutes a fundamental principle for disseminating China's voice in a complex international environment. Adhering to a discourse practice route that aligns with implicit value logic and flexibly integrates domestic and foreign practices could serve as a strategic reference for optimizing China's international sports communication.