The Communication Strategies of the 2008 Beijing Olympic Games

By Yoav Dubinsky and Norman O'Reilly.

Published by The Sport Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

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

The International Journal of Sport and Society, Volume 3, Issue 1, 2012, pp.43-54. Article: Print (Spiral Bound). Article: Electronic (PDF File; 554.123KB).

Yoav Dubinsky

PhD Student, Department of Sport Management, School of Human Kinetics, University of Ottawa, Ottawa, Ontarion, Canada

I’m now in my 2nd year of my PhD studies at the University of Ottawa (Canada), my research focuses on nation branding and the Olympic Games. I did my BA in political science (2003–2006), my MA in political communication (2006–2008) in Tel-Aviv University in Israel, and my 2nd MA in Olympic studies and sport management at the International Olympic Academy and the University of Peloponnese in Greece (2009–2011). Since 2003, I have been a journalist in the Israeli media (4 years with the Israeli Sport Channel and 2 more as a chief editor in Keshet Broadcasting), and in 2008 I covered the Olympic Games from Beijing.

Dr Norman O'Reilly

University of Ottawa, Ontarion, Canada