The Beijing Organizing Committee of the 2008 Olympic Games (BOCOG) used the games to show how powerful and technologically advanced China can be. The estimated cost of the games was more than 44 billion dollars, much more than any of the previous ones. One of the goals of the organizing committee was to give the Western world a positive image of China rather than a distancing one. For that, the Chinese needed positive coverage of the games, and of Beijing and China. There is no doubt that the games enjoyed unprecedented coverage and that the production was indeed impressive, but does it mean the China now enjoys a better image? This paper evaluates the strategy and tactics of BOCOG’s Communication Department and how it affected the image of China, Beijing, the Chinese people, and Chinese products.
|Keywords:||Olympic Games, Beijing 2008, London 2012, Media, Sports|
PhD Student, Department of Sport Management, School of Human Kinetics, University of Ottawa, Ottawa, Ontarion, Canada
University of Ottawa, Ontarion, Canada