The Beijing 2008 Olympic ceremonies were spectacular performances and technological accomplishments by the People’s Republic of China. However, the audience in Beijing was only the most overt element of a global audience receiving the message of the Games. For this global audience, the Beijing performances were a harbinger of wider regional and international ambitions; a message of intent that pointed to a larger Chinese plan to a degree not seen since the Ming dynasty. New Chinese ambitions embrace both soft power and hard power. The actor in this political drama of international scope is the Chinese state and its political ambitions on the world stage. The Beijing Olympics can be seen as its opening act, and the audience as global. Rather than the kind of "morality" play that is typically used in China to educate the people in politics, this new production – a production on many levels – was one aimed at audiences all around the world, and one that was a calculated expression of realpolitik. This book was previously published as a special issue of the International Journal of the History of Sport.
The premise of The Asian Games: Modern Metaphor for The Middle Kingdom Reborn - Political Statement, Cultural Assertion, Social Symbol is emphatic. The Guangzhou 2010 Asian Games was a metaphor for hegemony and renaissance. China crushed the other Asian nations with the massive weight of its Gold Medal haul and demonstrated regional self-confidence regained. The huge accumulation of gold medals emphasized that once again China stood apart, and above, other nations of Asia. China's reaction and the reactions of the other Asian nations are explored in The Asian Games. There is another premise in the publication that the Chinese Asian Games were a harbinger of a wider dominance to come: geopolitically, politically, militarily, economically and culturally. And there is a further issue raised by the Guangzhou Asian Games- the continuing determination of the Asian nations to mount a distinctive Games that is Asian and resistant to the cumbersome gigantism of the Modern Olympic Games. Asia now has the wealth to promote, present and project a global sports mega-event with an Asian identity and in an Asian idiom. This Collection is unique in focus, argument and evidence.This book was published as a special issue of the International Journal of the History of Sport.
The 2008 Olympic Games will be held in Beijing but many human rights activists support a boycott. They liken the circumstances to previous governments that used the games to glorify their regimes - most notoriously the Nazis in 1936. What has led to this perception and is it fair? Sport, Revolution and the Beijing Olympics is a cultural history of sport in China and challenges many such ingrained Western assumptions. The authors unpick the relationship of sport to imperialism and revolution, and examine its significance in both China and Taiwan at governmental and everyday levels. In the process, they successfully debunk harmful myths, such as the prevalence of drugs in Chinese sport among women athletes, and present a balanced view that is a much-needed corrective to popular understanding.
"A major contribution to the study of global events in times of global media. Owning the Olympics tests the possibilities and limits of the concept of 'media events' by analyzing the mega-event of the information age: the Beijing Olympics. . . . A good read from cover to cover." —Guobin Yang, Associate Professor, Asian/Middle Eastern Cultures & Sociology, Barnard College, Columbia University From the moment they were announced, the Beijing Games were a major media event and the focus of intense scrutiny and speculation. In contrast to earlier such events, however, the Beijing Games are also unfolding in a newly volatile global media environment that is no longer monopolized by broadcast media. The dramatic expansion of media outlets and the growth of mobile communications technology have changed the nature of media events, making it significantly more difficult to regulate them or control their meaning. This volatility is reflected in the multiple, well-publicized controversies characterizing the run-up to Beijing 2008. According to many Western commentators, the People's Republic of China seized the Olympics as an opportunity to reinvent itself as the "New China"---a global leader in economics, technology, and environmental issues, with an improving human-rights record. But China's maneuverings have also been hotly contested by diverse global voices, including prominent human-rights advocates, all seeking to displace the official story of the Games. Bringing together a distinguished group of scholars from Chinese studies, human rights, media studies, law, and other fields, Owning the Olympics reveals how multiple entities---including the Chinese Communist Party itself---seek to influence and control the narratives through which the Beijing Games will be understood. digitalculturebooks is an imprint of the University of Michigan Press and the Scholarly Publishing Office of the University of Michigan Library dedicated to publishing innovative and accessible work exploring new media and their impact on society, culture, and scholarly communication. Visit the website at www.digitalculture.org.
This book focuses on the processes of documenting the Beijing Olympics – ranging from the visual (television and film) to radio and the written word – and the meanings generated by such representations. What were the ‘key’ stories and how were they chosen? What was dramatised? Who were the heroes? Which ‘clashes’ were highlighted and how? What sorts of stories did the notion of ‘human interest’ generate? Did politics take a backseat or was the topic highlighted repeatedly? Thus, the focus was not on the success or failure of this event, but on the ways in which the Olympics Games, as international and historic events, are memorialised by observers. The key question that this book addresses is: How far would the Olympic coverage fall into the patterns of representation that have come to dominate Olympic reporting and what would China, as a discursive subject, bring to these patterns? This book was previously published as a special issue of Sport in Society.
This book is about how China strives to rebuild its soft power through communication. It recounts China's efforts by examining a set of public diplomacy tactics and programs in its pursuit of a 'new' and 'improved' global image. These case studies invites the reader to a more expansive discussion on the instruments of soft power.
Highlighting the historical and culture context surrounding one of the most important events for all of Chinese society, the 29th Olympic Games, this account explores the Beijing Olympics’ humanistic values as it pervaded nearly all social fields. From the Olympic bid and preparations to the hosting of the games, this analysis discuses China’s culture, society, and politics as they related to the main event. This record will interest those fascinated by China’s traditions and principles and their relationship with sports.
In 2008, as few in the world are unaware, China was host to the world via the Beijing Olympics. The world watched the metamorphosis of Beijing from insecure capital to confident metropolis but, aware of it or not, the world was also watching the symbolic assertion, via the Games, of a rising superpower. The Pacific Rim will be the stage on which China initially displays its new hegemonic intentions, aspirations and ambitions. Thus in Post-Beijing 2008, the political, economic and cultural impact of Beijing 2008 on the geopolitical future of the Pacific Rim will be discussed. This perspective, analysed by some of the most distinguished academic commentators from some of the world's leading universities who are closely associated with the Pacific Rim (East and West), is original in focus and the analysis is pregnant with political possibilities. This book was previously published as a special issue of the International Journal of the History of Sport.
Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important new study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities. The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia. It assesses the impact of globalization on teams, leagues, players, sponsors and equipment manufacturers, and highlights the central significance of culture on the development of effective marketing strategy. Global Sport Marketing is key reading for any advanced student, researcher or practitioner working in sport marketing or sport business.