Abstract

In the wave of globalization and contemporary Chinese social transformation，the cultural identity becomes fuzzier，which results the anxiety and myth about the construction of the cultural identity.The social individuals，even the whole nation，have being encountered the confirmation，inheritance and updating of the cultural identity.

In the first decade of the 21st century，the Beijing Olympic Games，as a landmark-event，has offered an opportunity to reconstruct the cultural identity of the contemporary China.The Olympic communication not only carries passionate national rejuvenation，also reflects the intertwined power discourse relations.In the realm of media research，there is an intertextual relationship between the construction of cultural identity and media meaning production.This thesis selects the context of Olympic communication and the construction of contemporary Chinese cultural identity as the specific research target and the actual research boundary；analyzes the"dominant-negotiatory"model with the attempt to present the dynamic discourse system in the cultural identity.

This thesis builds the"dominant-negotiatory"model of the constructing of cultural identity from the following three parts：preset factors，the dominant model and negotiation model，with the social constructivism and cultural research thoughts.

The construction of cultural identity corresponds with historical context，cultural identity expectations and the constructive principles， which combines the preset elements.The first part starts from the historical background，associating the Olympic movement and the construction of cultural identity in China.On the basis，the collective and individual subject is elaborated，pointing out the two layers of double subject and the three aspects of cultural identity：self expectation， development expectation and communicating expectation.Then，it analyses the constructing principles，which follows the otherness logic and depends upon the subject's media-use.

The second part is focus on cultural identity of collective levels.The nation，as a representative of the cultural community identity，aims to enhancing social cohesion，seeking the mainstream ideology legitimacy and reconstructing cultural image.The dominant model lies in the four aspects of the offlcial discourses–the ideology interpretation in media event，agenda-setting and agenda spread，emotional expression in media rituals and collective memory writing.Besides，this part also summarizes the crisis-adjustment mechanism，which combines the construction of cultural identity and the crisis management in the Beijing Olympic cycle.

The third part echoes with the second one，focusing on the individual level of cultural identity.It discusses，in the Olympic context，the individual cultural identity is emerging new media graphic，which could be regarded as the characters of cultural negotiation：the emergence of new media space making the social power distance shortened，media integration making individual media-using modes changed，and the diverse individual cultural images making Chinese cultural images concrete.Nevertheless，the construction of individual cultural identity lies in three aspects：watching-participating approach，interpretation of the media meaning and the new media platform for identity conveying.In the space of increasingly growing public discourse and daily discourse， the emergence of alternative cultural community shows the integration trend between the individual cultural identity and the collective cultural identity.

Key words：cultural identity；construction；Olympic communication