The Olympics Opening Ceremony And Culture Identity In Visual Communication

Since the Industrial Revolution, along with the establishment of human’s subjectivity and the nation-state, the rise of global trade, the individual、national and global identity appears. But among the three relations, the national identity once held a dominant position. With the development of globalization, not only challenges human faced call for global cooperation, but globalization has gone deep into ordinary people’s daily life, so global identity and individual identity have become increasingly important. In the context of the new era, the relationships of cultural identity including these three levels need to be adjusted.The opening ceremony of the Olympic Games is the quadrennial global village cultural festival, which centrally reflects the evolution of cultural identity. In the early 20th century, the Olympic Games emphasizes on individual identity, then promote the tolerance of national identity, and finally realize the global identity. Even though the IOC designs the opening ceremony at all the three levels, during the visual communication, cultural identity becomes unblanced among the three aspects due to the influence of different power structures and communication biases.By adopting document analysis, text analysis, comparison, this study selected the film texts which successively have been the dominant communicative carriers, television broadcast texts and network video texts to deeply analyze in the process of the rise of nation-state, global economy as well as cultural globalization, by using different audio-visual media, which level of cultural identity has been amplified and what cultural influence it will cause.The research shows that from the early 20th century to pre-war, media were used for visual transmission by state powers, magnifying "national identity" in the Olympic opening ceremony and resulting in unequal social groups by political stance; during the period between second world war and the end of the 20th century, with the appearance of global commercial capital, global commercial force conducted visual communication with the help of TV media, basing the global level of cultural identity on a single business interest and leading to unequal social groups by commercial interest; stepping into the 21st century, with the the development trend of cultural globalization, if individuals cannot surmount local limitations or realize the global public value of the Olympic opening ceremony when the individual power visually communicate with the aid of network medium, then cultural identity will divide people by personal cultural preferences which lead to new cultural conflicts.Therefore, in the future visual communication of Olympic Games opening ceremony, greater emphasis on individual national and global identity are needed to make different power bodies around the Olympics value system reach a consensus. In addition, under the tendency of China’s sports reform which increasingly focuses on global collaboration and stimulating individual’s sports participation, the limitation that overemphasizes national identity when spreading Chinese sports culture need to be changed and pay attention to the balanced development among three levels of cultural identity in order to achieve better communication effect.