The Beijing Games

Why is hosting the Olympic Games so important to China? What is the significance of a quintessential symbol of Western civilization taking place in the heart of the Far East? Will the Olympics change China, or will China change the Olympics? Susan Brownell sets the historical and cultural contexts for the 2008 Beijing Olympics Games by placing it within the context of China's hundred-year engagement with the Olympic movement to illuminate what the Games mean to China and what the Beijing Olympic Games will mean for China's relationship with the outside world. Brownell's deeply informed analysis ranges from nineteenth-century orientalism to Cold War politics and post-Cold War "China bashing." Drawing on her more than two decades of engagement in Chinese sports, the author presents evocative stories and first-person accounts to paint a human picture of the passion that many Chinese people feel for the Olympic Games. It will also be essential reading for journalists and sports enthusiasts who want to understand the fascinating story behind the Beijing Olympics.

"A major contribution to the study of global events in times of global media. Owning the Olympics tests the possibilities and limits of the concept of 'media events' by analyzing the mega-event of the information age: the Beijing Olympics. . . . A good read from cover to cover." —Guobin Yang, Associate Professor, Asian/Middle Eastern Cultures & Sociology, Barnard College, Columbia University From the moment they were announced, the Beijing Games were a major media event and the focus of intense scrutiny and speculation. In contrast to earlier such events, however, the Beijing Games are also unfolding in a newly volatile global media environment that is no longer monopolized by broadcast media. The dramatic expansion of media outlets and the growth of mobile communications technology have changed the nature of media events, making it significantly more difficult to regulate them or control their meaning. This volatility is reflected in the multiple, well-publicized controversies characterizing the run-up to Beijing 2008. According to many Western commentators, the People's Republic of China seized the Olympics as an opportunity to reinvent itself as the "New China"---a global leader in economics, technology, and environmental issues, with an improving human-rights record. But China's maneuverings have also been hotly contested by diverse global voices, including prominent human-rights advocates, all seeking to displace the official story of the Games. Bringing together a distinguished group of scholars from Chinese studies, human rights, media studies, law, and other fields, Owning the Olympics reveals how multiple entities---including the Chinese Communist Party itself---seek to influence and control the narratives through which the Beijing Games will be understood. digitalculturebooks is an imprint of the University of Michigan Press and the Scholarly Publishing Office of the University of Michigan Library dedicated to publishing innovative and accessible work exploring new media and their impact on society, culture, and scholarly communication. Visit the website at www.digitalculture.org.

The 2008 Olympic Games will be held in Beijing but many human rights activists support a boycott. They liken the circumstances to previous governments that used the games to glorify their regimes - most notoriously the Nazis in 1936. What has led to this perception and is it fair? Sport, Revolution and the Beijing Olympics is a cultural history of sport in China and challenges many such ingrained Western assumptions. The authors unpick the relationship of sport to imperialism and revolution, and examine its significance in both China and Taiwan at governmental and everyday levels. In the process, they successfully debunk harmful myths, such as the prevalence of drugs in Chinese sport among women athletes, and present a balanced view that is a much-needed corrective to popular understanding.

This book focuses on the processes of documenting the Beijing Olympics – ranging from the visual (television and film) to radio and the written word – and the meanings generated by such representations. What were the ‘key’ stories and how were they chosen? What was dramatised? Who were the heroes? Which ‘clashes’ were highlighted and how? What sorts of stories did the notion of ‘human interest’ generate? Did politics take a backseat or was the topic highlighted repeatedly? Thus, the focus was not on the success or failure of this event, but on the ways in which the Olympics Games, as international and historic events, are memorialised by observers. The key question that this book addresses is: How far would the Olympic coverage fall into the patterns of representation that have come to dominate Olympic reporting and what would China, as a discursive subject, bring to these patterns? This book was previously published as a special issue of Sport in Society.

Encoding the Olympics assembles a uniquely representative international team of media experts to provide a comprehensive review of the global impact of media and cultural communications associated with the Beijing 2008 Olympics. Commissioned by the IOC, this pioneering comparative study – the largest in Olympic Games research –provides a ground-breaking, panoramic, cross-cultural perspective on media responses to the leading sports event of the modern world. The representative team that undertook the study includes media commentators and political analysts, sport and media journalists, Sinologists and observers of the Asian Pacific Rim, academics in Olympic Studies and media and communication studies, scholars of the cultural and sociology studies of sport and festival and events managers. Encoding the Olympics provides a unique, encyclopaedic study that will serve as a versatile resource at several levels – as a textbook or source reference for academic institutions, media public relations agencies that facilitate the work of inter-cultural exchange organisations, and international communication departments of multinational enterprises and international NGOs. This volume analyses global media responses to a mega-sport event on a scale never before attempted. This book was previously published as a special issue of the International Journal of the History of Sport.

With contributions from some of the most well respected and experienced Chinese writers, journalists, and organizers, China’s Great Leap examines the People’s Republic of China as its government and 1.3 billion people prepare for the 2008 Olympic Games. When Beijing first sought the Games, China was still recovering from the upheavals of Maoist rule and adapting to a market revolution. Today, China wants to engage with the outside world—while fully controlling the engagement. How will the new leaders in Beijing manage the Olympic process and the internal and external pressures for reform it creates? China’s Great Leap will illuminate China’s recent history and outline how domestic and international pressures in the context of the Olympics could achieve human rights change. Learn about key areas for human rights reform and how the Olympics could represent a possible great leap forward for the people of China and for the world.

Marketing at the Olympics, the attraction and the rewards Essential reading in preparation for the 2012 London Olympics, the newly revised and fully updated second edition of The Olympic Games Effect offers fascinating sports marketing and branding insights into the promotion of the Games themselves, and their unique attraction for corporations in particular. The important lessons of past Olympics will be used to show a hundred year-plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations. Loaded with historical information on the Olympics, the book traces the history of the Olympics back to 776 BC. This legacy is vital to the ongoing success of the Olympics, and is at the heart of why brands care so much Packed with illustrations that illustrate how the Games have become arguably the world's most successful sports event and the marketing opportunities this has led to Includes relevant business strategies and recommendations to help companies understand how to make more effective sports sponsorship decisions This timely new edition of The Olympic Games Effect shows the value contributed by sponsoring the world's premier sporting event, and explains how, by extension, other global sports events have the potential to generate similarly impressive results for their sponsors.

Already the world has seen the political, economic, and cultural significance of hosting the 2008 Olympics in Beijing—in policies instituted and altered, positions softened, projects undertaken. But will the Olympics make a lasting difference? This book approaches questions about the nature and future of China through the lens of sports—particularly as sports finds its utmost international expression in the Olympics.