| From 2004 to 2010, it is the first seven years for the "marriage" of China and the FIA Formula One World Championship (Fl), and it may be the only seven years. Fl with a strong European origin has came to China, bringing the dream of human's pursuit of speed,the highest technology of automotive industry and the European tradition of racing culture, but also facing the barren racing atmosphere in China. Fl works as a cultural communication and exchange carrier between China and Europe.Fl would be a typical media event to analysis in this essay. In the process of the "contest" script of Fl,media, one of three partners of media events' 'agreement',have play a part in meaning "reproduction" in image view, technical disposal and actual sound and narration, from competition, ritual and festive dimensions. The audiences who are invited to participate in media events perceive the semantic meaning and cultural connotations through performing and celebrating. Because Fl has a vigorous apperceive of European culture and the television pictures are controlled by European media, how Chinese audiences interpreting Fl draws attention. Though staying in the disparities among cultural communication environment, Chinese own cultural values give the confidence for Chinese audience to accurately understand F1,which also would be a guide for Chinese media to take the responsibility of meaning "reproduction". |
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