| China Central Television (CCTV) is a collectivity of multiple identities as the most important news media and the vane of public opinion of China's television industry. Based on the effect of various external factors it owns lots of identities given by the outside such as political identity, social identity and commercial identity. After self-identity cognition, identity selection and identity integration, the CCTV forms a set of self-awareness of media identity and media self-identity in another layer. These multiple identities in two layers constitute the entirety of the CCTV's identities.Because of it a special media status in China, the CCTV's various identities is unique, which incarnates not only on the behavior of corresponding identity, but also on the cognition and position of its media identity. During the pasted 50 years since it was established, the CCTV on its self-identity has been constantly amended and developed and has formed a series of identity standards which is relative stable. However, there're still a lot of problems in this system which cannot be avoided. These issue due to the ambiguousness on deeply cognition of those multiple identities and the dislocation of coordinative execution with the contradictions between the CCTV and the expectations of its corresponding identities.In this paper, we take "nation-wide network news broadcast" as an example to analyze the various aspects and characteristics of the CCTV's identity behaviors, through the performance of programs and the internal environment with the social attitudes. Then sum up the cognition of self-identity and point out its perplexity of identity and difficulties faced in practice. After clarifying the complex relationship between political identity, social identity and media self-identity of the CCTV the author establishes a brand new model of identity, which is taken as a tool to analyze the reasons of its perplexity, then gives advices to establish a new identity system for CCTV. |
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