| As soon as the "Olympic year" comes about,the host nation becomes the focus of the whole globe.People worldwide are able to get a glimpse of the national culture of the host nation from the style of the venues,the athletes' outfits,characteristic events,and shots of local life.Under the look of examination from all over the world,the host nation tends to grasp the opportunity of holding the Olympic Games to highlight various aspects of its culture.During this process,the host nation employs different strategies,especially in dealing with its traditional cultural elements,for it is in avid hope of showing the world its best and most everlasting part.Traditional culture rooted in the past inevitably gets into tension with contemporary culture generated from the present.To better promote image management and cultural export,therefore,the emphasis of the Olympic cultural strategy is usually placed on the negotiation between the past and the present.In brief,the key to transmitting soft power lies in how the images of the past are expressed to others outside of the Olympic host nation in the discourse of the present.Specifically,some countries were anxious to rid themselves of the shameful mark of colonization,some were eager to revive the past glories,whereas others called for an in-depth transformation.This thesis concentrates on the strategies employed by the Olympic host nations to reframe traditional culture,as part of image management and cultural export.The theoretical framework is a selective and critical integration of Keith Dinnie's idea on nation branding,Dean MacCannell on cultural authenticity,and Michael Kruger on traditional culture,especially physical culture,in modern sports.A case study based on the Seoul Olympic Games(1988),Barcelona Olympic Games(1992),and Beijing Olympic Games(2008)reveals that while most Olympic host nations are dedicated to reconstructing some of their traditional images,their tactics tend to be different.Seoul revived Korean cultural traditions against an international background,with the expectation that South Korea could gain global recognition and preserve Korean cultural authenticity in the meantime.Barcelona regenerated the traditional to be international,in order to relive past cultural glories.Beijing claimed an open mind,showing receptivity to cosmopolitan cultural integration and inclusion with Chinese culture at the center.To further examine whether the image management conducted by host cities is successful,this thesis carries out a content analysis of media coverage adding both qualitative and quantitative perspectives on the original news articles.The two main media sources are The New York Times and The Times of London,as they are comprehensive news agencies widely recognized worldwide.On the one hand,some news articles well receive the messages transmitted by the host nations.On the other hand,some others fail to stay in line with the reconstruction of national image through the Olympics.The historical period in which the Olympic Games are held,strategies on the part of organizers,as well as the nature of Western media,should all be taken into consideration as causal factors.The history of more than a century of modern Olympic Games is one of host nations seeking image reconstruction and international recognition.Traditional culture showcases the authentic look of a nation,which explains in part why developing countries tend to utilize exhibitions of traditional culture,thus displacing international prejudices.In spite of differences in strategies and mixed perceptions of the outside observers,most Olympic host nations,by making an effort to address the tensions between past and present,have at least to some degree successfully reconstructed their national image. |
PDF Full Text Request