A new nationalistic undercurrent has been sweeping through Mainland China's media since the early 1990s. As a nerve center for ideological convergence, collision, and struggle in transformative society, mainland media plays an important role in the dissemination of new nationalistic information. A socio-historical analysis of nationalist discourse within mainland media, newspapers, academic journals, and best-selling books between 1990 and 2008 shows that a highly self-affirmative dimension of new nationalist discourse is evident at the beginning of the 21st century. The implication of this dimension is increased transformation of new nationalist discourses immediately following their emergence, development, and culmination.