Cultural Intertextuality in Olympic-Themed International Publicity: A Media Discourse Analysis

Abstract

Cultural intertextuality exerts a significant yet underestimated influence on international publicity. This article aims to investigate how cultural intertextuality shapes discourse in international publicity, with a specific focus on the Beijing Olympics news texts. By employing corpus methods that prioritize thematic modeling and probability distribution, this study identifies 5 distinct cultural types: the Olympic culture of friendship and unity, the livelihood culture of caring for people, the trade culture of harmony and symbiosis, the governance culture of self-cultivation, and the social culture of openness and inclusiveness. These cultural types give rise to 3 distinct forms of cultural intertextuality: cultural fusion, cultural embeddedness, and cultural transition. Through this research, the article sheds light on the Chinese cultures that influence media discourse and contributes to a deeper understanding of corpus methods in cultural intertextuality studies.