| YuXin Jia: | |
| Name: | YuXin Jia |
| Academic Institution: | Harbin Intstitute of Technology |
| email: | yuxin1228@yahoo.com.cn |
| Country: | China |
| Paper Title | The Negotiation between the Traditional and the New Emerging Ideological Discourses in China |
| Abstract: | The conflict and negotiation between the traditional collectivistic discourse and the newly emerging individualistic discourse in the sports world in China has been going on for years and in the year of 2004 they reached extreme intensity. The long years of conflict and negotiation between these two ideological discourses reveal the current cultural and social reality and with the newly emerging discourse establishing and asserting successfully its right, entitlement, and identity via communication, they highlight the fact that the individual identity is gaining its foothold on the earth of Chinese culture and exerting great impact on social and cultural reality, including communication. The paper, drawn on the official sources and based on the investigation of the happenings and events of recent years, attempts to analyze the struggle and negotiation between two opposing ideological discourses in the intercultural perspective and argues that the growth of individualistic value that enters into the making of individualistic identity is inevitable. |