网络媒介中奥运会开幕式与文化认同——以2012伦敦奥运会开幕式为分析个案

The Olympic Opening Ceremony and Culture Identity in Network Media——Taking 2012 London Olympic Opening Ceremony as a Study Case

自工业革命以来,伴随着人的主体性地位的确立、民族国家的建立以及资本主义的对外扩张,出现了在个体、国家和全球三个层面上的文化认同。在相当长的时期里,对民族国家的认同占有主导地位。但是随着全球化的发展和网络媒介的兴起,个体、国家和全球三个层面文化认同及其相互间的关系需要调整。本研究以视频社交网站YouTube中发布的2012年伦敦奥运会开幕式的网络视频为研究样本,采用文本分析法,从文本建构、权力结构、传播偏向等方面进行了深入分析。经研究发现,伦敦奥运会开幕式的网络视频已经突破了"国家认同"的局限,个体文化认同得以增强。但是如果个体不能够超越地方局限,意识到奥运会开幕式的全球公共价值,那么将会以个体文化偏好重新划分人群,带来新的文化冲突。因此在未来对奥运会开幕式进行传播时,应更加注重个体、国家和全球三个层面文化认同的均衡发展,以更加包容的文化心态促进全球文化的交流与发展。

Since the Industrial Revolution,along with the establishment of human's subjectivity and the nation-state,the rise of global trade,cultural identity based on individual,nation and globe appears.But among the three relations,identity of nation once has held a dominant position for a long period.With the development of globalization and network media,the relationships among cultural identity based on these three levels need to be adjusted.By adopting method of text analysis,this study selects network videos of 2012 London olympic opening ceremony from social media YouTube as a study case and deeply analyzes their text construction,power structure and communication biases.The research shows that network videos of 2012 London olympic opening ceremony have breakthrough the limitations of the previous national identity and individual and global power have enhanced.If individuals cannot surmount local limitations or realize the global public value of the olympic opening ceremony,cultural identity will divide people by personal cultural preferences which lead to new cultural conflicts.Therefore,in the future communication of olympic games opening ceremony,development of cultural identity among individual,nation and globe should be balanced to promote the exchange and development of the global culture with an open mind.