Multiculture Prospect And Choice Of Television Discourse

The Beijing Olympic Opening Ceremony was the most grand celebration since the founding of thePeople's Republic of China in 1949 which sufficiently applied the classical sign of nation and the modern technology of world. It had shown the great civilization of ancient Chinese and the great aspirations of peace rising as well as attained world praise. In the troublous background of international opinion environment including the Lhasa riots, the frustration for the Olympic Games torch overseas transmission, Wenchuan earthquake and so on, the overseas media especially the western media had expressed the resistance and question to China and the Beijing Olympic Games. In the field of culture exchanges for the Beijing Olympic Games, we should positively introduce the China's image in the past and now and become the effectively exporter and elucidator to the significance and value of China.At the present, Chinese TV studies have mostly applied on positivism theory which is unable to deeply reveal the TV text attribute in the complicated culture context. The theories and schools of Critical Discourse Analysis (CDA) provide an interpretative, contextual and constitutive method to research the TV text for the Beijing Olympic Opening Ceremony. On this basis, we had intergated a three-dimension analytical framework including context analysis,text analysis and explanation analysis. Compared to the Tv text of CCTV, NBC, BBC, NHK and France channel 2(F2), we should research the generative mechanism of textual meanings of semiotic system, the significance variation and the reason in the intercultural communication and sum up the sharing mechanism for the nation's image communication in the future.The context analysis including historical and social context analysis, we should comb the history of television relaying about the Beijing Olympic Opening Ceremony and the complicated the public opinion environment at home and abroad in 2008. So then, we can understand the importance of the media development in the course of the Olympic culture diffusion, outline the position which the Chinese media discourse in the international discourse system, comprehend the significance of the Beijing Olympic Games to China and world.The text analysis includes macro-analysis and micro-analysis. In the macro-analysis, we should describe the symbolic meaning of the Beijing Olympic Opening Ceremony, analysis how to use the exsiting Chinese elements to present traditional culture and contempory civilization, conclude the generative mechanism of textual meanings which to absorb and transform the exsiting Chinese elements. In the micro-analysis, we should compare with the Tv text of CCTV, NBC, BBC, NHK and F2 from 3 aspects including text structure, explanation framework and realflow and get down the representation strategies of ideology in the TV text of each country.The explanation analysis, on the basis of the differences from 5 countries' TV texts, have applied on the theory of Said, that is Orientalism which contributes to explain the reasons for the misreading of TV texts in the interculture communication. Because of the ideology antagonism between the East and West, deeply rooted cultural difference and the highest state interests, the Western with the help of the powerful network have applied the discourse strategy about "them/us" for dominating and reconstructing the Eastern. We can find the explanatory notes from the critically-acclaimed attitude about the Beijing Olympic Games in the western society.The last part is the sharing mechanism of the TV discourse. In the course of the Beijing Olympic Games, the civilization clash between the east and the west, we could obtain the precious chance which reflect upon ourselves contrasting the Western. Though we seemed to the world, China should not be a economic giant but a cultural giant. We should draw support from the chance of the Olympic cultural communication, understand the restructuring tendency of the discourse order about the TV texts, construct the more international agenda-setting, promote the soft power of Chinese culture, increase the effect of communication and make the world to understand and trust China.