The 2008 Beijing Olympic Games as a City and Nation Branding Tool: An Interdisciplinary Analysis of the Image of International Opinion Leaders

This dissertation examines the 2008 Beijing Olympic Games as a tool of city and nation branding, analyzing their role within China's broader soft power strategy and their impact on international perceptions of Beijing and China. Drawing from urban geography, political geography, international relations, and marketing theory, the study explores how mega-events contribute to the construction of national identity and global image. Using a mixed-methods approach, the research combines qualitative interviews with 16 international diplomats in Beijing and an online survey of 40 foreign journalists who lived and worked in China during the Olympiad. The analysis focuses on two dimensions of image: the city of Beijing and the nation of China. The findings indicate that the 2008 Summer Olympic Games did not fundamentally alter China's international image. While the event successfully projected an image of modernization, efficiency, and confidence, pre-existing concerns about political control and human rights persisted. For Beijing, the Olympics enhanced its visibility as a global city but also highlighted tensions between its traditional identity and its modern aspirations. The media's framing played a decisive role in shaping these perceptions. Overall, the study concludes that the Beijing Olympics functioned as a significant yet limited instrument of soft power. They reinforced China's global presence and urban development goals but fell short of transforming its international reputation. The research contributes to understanding how mega-events operate as strategic tools of geopolitical communication and branding in the context of globalization.

Level thesis:degree_level

thesis.doctoral

Grantor dc:publisher

Universität Passau

Year

2025

Author dc:creator

• Hagen, Pamina

Contributors dc:contributor

• Gamerith, Werner
• Eberth, Andreas

• Beijing 2008 Summer Olympic Games
• Nation Branding
• City Branding
• International Image
• Public Diplomacy

Statement dc:rights

• Creative Commons - CC BY - Namensnennung 4.0 International

Repository record source_url

https://opus4.kobv.de/opus4-uni-passau/frontdoor/index/index/docId/1905

OAI identifier oai:identifier

oai:kobv.de-opus4-uni-passau:1905