COMS 361 - Lecture 6, The Olympic Games

Nationalistic Propaganda

The Olympic Games

• Goal of Propaganda: Cultivates a sense of national pride.

• Example of Canada: In March 2010, sports writer Gil LeBreton observed that the Vancouver Winter Olympics sparked nationwide pride.

  • Key Quote: "After a spirited torch relay...the Olympic Games began and quickly galvanized the nation."

  • Flags and symbols were prominently displayed, creating a fervent atmosphere of national pride as crowds celebrated victories.

• Criticism on Comparisons: LeBreton was criticized for likening Vancouver 2010's nationalism to that seen during the 1936 Berlin Olympics, raising concerns about equating Nazi Germany with modern Canada. This criticism highlights how propaganda works and its nationalistic function during international events like the Olympics.

• Propagandistic Function: Aim to inspire citizens' pride in their nationality (e.g., during FIFA World Cup). Nations utilize these events to foster national pride and unity.

The Beijing Olympic Games: A Case Study

• Events of 2008: The Beijing Olympics exemplify nation-building through propaganda.

• Research Context: Dr. Yang Zhang's analysis evaluates the opening ceremony of the Games and its representation of China.

  • Central Theme: Establish a “new” China to international audiences while showcasing its cultural heritage and contemporary achievements.

Opening Ceremony: Representation and Implications

• Ceremony's Significance: Key moment to project ideologies around Chinese nationalism and its modern identity.

  • Elements Expressed: Chinese history, social unity, environmental consciousness, and harmony with the world.

• Critique of Propaganda: While promoting national identity, the ceremony also obscures social inequalities within China and its historical context.

  • Internal Conflicts: Divides within society (e.g., urban vs. rural, wealth discrepancies).

  • External Relations: Challenges in power dynamics between China and Western nations.

Cultural Juxtaposition and International Appeal

• Navigating Identity: The ceremony mixes traditional and modern elements, showcasing China as both mysterious and technologically advanced.

  • Consequences of Hybrid Identity: Masks complicated historical relationships, particularly the perception of China in international contexts.

• Public Engagement: Despite a push for competitive sports representation, sports often do not capture significant public interest in China.

Message Embedding and Control

• Embedding Historical Context: The ceremony integrates Chinese legacy and narratives to maintain national cohesion and distract from internal issues.

• Comparison with LeBreton's Findings: Yang’s scholarly approach offers a thorough analysis related to propaganda's influence on national identity at both local and international levels.

Global Audience Strategy

• Semiotic Meaning: The opening ceremony creates a new national identity, aligning with broader themes of "People," "High-Tech," and "Green" within the Olympic framework.

  • Reflects China’s complex relationship with tradition and modernity amidst globalization.

• CCTV’s Role: Chinese Central Television shapes the narrative around the ceremony, influencing how a modernized China is perceived by both national and international audiences.

  • International Coverage: Analysis of Western media portrayals (e.g., CBC, NBC) indicates shifting global perceptions and relationships with China.