Semiological Analysis Of Media Ritual In The Intercultural Perspective

In recent years, globalization is deeply affecting almost every countryincreasingly. With the increase of international communication, national eventsaround the world have gradually become the object of attention. The openingceremony of Olympics Games, as the big representative ritualized media events, hasbecome a good platform and opportunity, through which to disseminate history,culture, national image and comprehensive strength of a country. Together with theincreasing communications of economy, politics and culture, the contradictions andconflicts occur. The integrations and differences existing in culture makecross-cultural communication, a new subject, come into people’s vision gradually.And the intercultural communication becomes new methods and new approach toprompt intercultural communication and overcome cross-cultural obstacles.The media ritual was constituted by a series of symbols, which were endowedthe meaning and significance. In the process of cross-cultural communication, thesesymbols represent the essence of the host country’s national culture andcomprehensive strength. They are affected by many factors in the process ofcross-cultural communication, includes: cultural differences, encoding and decodingsystems, and misreading caused by high and low context, and so on.China is in the key period of up-rising and transition, the cross-culturalcommunication is a double edged sword, not only brings us the opportunity andvitality, but also had impact sand challenges caused by the different values. Hownational culture and values to be maintained and protected in such a shock,digestion and the decline of the national culture, angulations and faint of ethical andmoral distortions are important issues that need to think and survey.Therefore, the thesis selects the opening ceremonies of Beijing and LondonOlympics Games as the analyzing text, based on relevant theoretical perspectives ofcross-cultural dissemination and semiotics. Through a comparative study between cross-cultural dissemination and semiotics, including comparison ofclassification of symbols, internal comparison of symbols system and the comparisonof characteristics of the symbol, It comes to the conclusion, that is, in the process ofcross-cultural communication, we must establish a high degree of cultural awarenessand cultural self-confidence consciousness; in the process of cultural globalization,we should insist the independence of local culture, insist of a way of Chinese culturestrategy.