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THE 2008 BEIJING OLYMPICS by CHRISTOPHER PATRICK View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by University of Oregon Scholars' Bank ONE WORLD, ONE DREAM? IMAGE BUILDn'l"G AND BRAND CHINA n'l" THE 2008 BEIJING OLYMPICS by CHRISTOPHER PATRICK HAGAN A THESIS Presented to the Department ofInternational Studies and the Graduate School ofthe University of Oregon in partial fulfillment ofthe requirements for the degree of Master ofArts December 2008 11 "One World, One Dream? Image Building and Brand China in the 2008 Beijing Olympics," a thesis prepared by Christopher Patrick Hagan in partial fulfillment ofthe requirements for the Master ofArts degree in the Department ofInternational Studies. This thesis has been approved and accepted by: Committee in Charge: Prof. Stephen Wooten, Chair Prof. Julianne Newton Prof. Xiaobo Su Accepted by: Dean ofthe Graduate School III © 2008 Christopher Patrick Hagan IV An Abstract ofthe Thesis of Christopher Hagan for the degree of Master ofArts in the Department of International Studies to be taken December 2008 Title: ONE WORLD, ONE DREAM? IMAGE BUILDING AND BRAND CHINA IN THE 2008 BEIJING OLYMPICS Approved: Prof. Stephen Wooten This project investigates how iconic images from the Beijing Olympics---e.g., logos, venues, and scenes from the Opening and Closing ceremonies-form a visual narrative in which Chinese history and identity are configured to meet the political economic goals ofthe Central Communist Party. I draw on semiotics and discourse analysis to suggest projected national images (Wang 2003) that are embedded within visual data collected primarily from the Beijing2008 website. Furthermore, I apply current theories in identity politics to these visual data to problematize the social construction of what the nation branding literature refers to as "brand China." I argue that the symbolic and emotive content ofthe visual imagery from the Beijing Olympics attempted to position China as a non-threatening, legitimate power in the Western cultural imaginary. Ultimately, I argue that the Party's lack ofpolitical credibility challenges the potential success ofits Olympic image building efforts. v CURRICULUM VITAE NAME OF AUTHOR: Christopher Hagan PLACE OF BIRTH: St. Louis, Missouri DATE OF BIRTH: 11/01/1981 GRADUATE AND UNDERGRADUATE SCHOOLS ATTENDED: University of Oregon, Eugene Southern Illinois University, Edwardsville DEGREES AWARDED: Master of Arts, International Studies, 2008, University of Oregon Bachelor ofArts, Anthropology, 2005, Southern Illinois University Edwardsville AREAS OF SPECIAL INTEREST: Language, Communication, Consciousness, Political Ecology International Studies, China, post-Mao Beijing, Identity Politics PROFESSIONAL EXPERIENCE: York Center for Asian Research Graduate Student Conference: "Transformations: Researching Asia." Panelist, "Imagining Asia: Visual Culture and Nationality," York University, Toronto, Canada. September 26-27,2008. Graduate Teaching Fellow, University of Oregon, 2006 - 2008 Research Assistant, Mercy Corps International - International Studies Program, 2007 Field Technician, Great Lakes Archaeological Research Center, 2008 Shift Supervisor, Starbucks Coffee, 2006 - 2007 Field Technician, Illinois Transportation Archaeology Resarch Program, 2005­ 2006 VI GRANTS, AWARDS AND HONORS: Thurber Award, Department ofInternational Studies, University ofOregon, 2008 Small Professional Grant, Center for Asia and Pacific Studies, University of Oregon, 2008 Academic Year Foreign Language and Area Studies (FLAS) Fellowship, Chinese, Center for Asia and Pacific Studies, University of Oregon, 2007 - 2008 Summer FLAS Fellowship, Chinese, Center for Asia and Pacific Studies, University of Oregon, 2007 Graduate Teaching Fellowship, Department ofInternational Studies, University of Oregon, 2006 - 2008 Summa cum laude, Anthropology Department, Southern Illinois University Edwardsville, 2005 National Student Essay and Paper Competition, Senior Thesis: "Practice Makes Perfect: Practicing Buddhism and Ethnographic Practice," Society for Humanistic Anthropology, American Anthropological Association, 2005 Voget Award, Outstanding Essay in the Theory and History ofAnthropology, Southern Illinois University Edwardsville, 2005 Outstanding Student in Anthropology Award, Southern Illinois University Edwardsville, 2005 Outstanding Student in Anthropology Award, Southern Illinois University Edwardsville, 2005 vii ACKNOWLEDGMENTS I wish to express sincere appreciation to Professors Stephen Wooten, Julianne Newton, and Xiaobo Su for their assistance and guidance in the preparation ofthis manuscript. In addition, special thanks are due to Professor Nancy Lutz, whose continued support, encouragement, and mentorship enabled me to accomplish this project. The investigation was supported in part by two Foreign Language and Area Studies (FLAS) awards. One ofthese FLAS awards supported my travel to Beijing, China in August 2007, in which time my inspiration and interest in this project was sparked. I would like thank Jean Wu, my Chinese instructor at the University ofOregon, for her skills as a language teacher and for her words ofwisdom prior to my departure to Beijing. Lastly, I would like to thank the faculty and staffofthe International Studies Program and the Center for Asia and Pacific Studies at the University ofOregon for their assistance and commitment to my success. V111 Dedicated to my parents, for their unconditional love and support, and to my grandfather, who taught me the value ofoptimism, perseverance, and hard work. ix TABLE OF CONTENTS Chapter Page I. INTRODUCTION 1 Statement ofthe Problem............................................................................... 4 Research Questions........................................................................................ 4 Research Goals 5 Literature Review.......................................................................................... 5 Methodology 10 Significance ofResearch............................................................................... 11 II. ~ 00 fj{J 00**~~:@IJ1tj: *Qi~ffi~;f*l21~ CHn~A'S IMAGE EMERGENCY AND THE 2008 BEIJING OLYMPICS 13 (Brand) China's Image 15 Image Objectives ofthe Central Communist Party........................................ 16 Brand China: Newness, Innovation, and dan ~~ 17 III. PROJECTED NATIONAL IMAGES IN THE 2008 BEIJING OLyMPICS.... 22 People's Olympics 22 High-Tech Olympics 30 Green Olympics 38 History and Identity in the Opening and Closing Ceremonies 41 Projected National Images in the 2008 Beijing Olympics 47 IV. BRAND CHINA AND THE 2008 BEIJING OLYMPICS 50 People's Olympics 53 High-Tech Olympics...................................................................................... 54 Green Olympics 54 Brand China: Moving Forward, Projecting dan ~~........................................ 55 x Chapter Page V. IDENTITY POLITICS AND IMAGE "WORK" DURIJ\IG THE 2008 BEIJING OLYMPICS 57 Instrumentalism and the Party's Olympic Visual Narrative 57 The Social Construction ofBrand China....................................................... 60 VI. IMAGE "WORK" AND IDENTITY POLITICS IN THE 1992 BARCELONA OLYMPICS 63 Whose Games? Catalan National Identity and the Politics ofIdentity.......... 63 Beijng 2008 and Barcelona 1992 68 VII. CONCLUSION 71 The Importance ofCredibility....... 71 Steps to Future Research................................................................................ 72 Final Remarks 75 BIBLIOGRAPHY 80 Xl LIST OF FIGURES Figure Page 1. Official slogan and emblem ofthe 2008 Beijing Olympics 23 2. "Chinese Seal, Dancing Beijing," emblem ofthe 2008 Beijing Olympics... 25 3. Graphic for the Cultural Olympics 26 4. The Five Fuwa, official mascots ofthe 2008 Beijing Olympics 27 5. Graphic ofthe National Stadium (Bird's Nest) 32 6. Photo ofthe National Stadium (Bird's Nest) 32 7. The National Aquatic Center (Water Cube) 35 8. Graphic for the Green Olympics 40 9. Screenshot ofthe LED screen unfolding during the Opening Ceremony..... 42 10. Square Forms during the Opening ceremony................................................ 44 11. Circular forms during the Closing ceremony 44 12. ANBI Hexagon 51 13. Tian'anmen Square 1989 - An image ofChina's governance? 52 14. The emblem ofBarcelona 1992 64 15. Spain's Miro Logo 66 16. Cobi - mascot ofthe 1992 Olympic Summer Games 68 1 CHAPTER I INTRODUCTION The spectacle is not a collection of images, but a social relation among people, mediated by images...The spectacle, grasped in its totality, is both the result and the proj ect ofthe existing mode of production. It is not a supplement to the real world, an additional decoration. It is the heart ofthe unrealism ofthe real society. In all its specific forms, as information or propaganda, as advertisement or direct entertainment consumption, the spectacle is the present model ofsocially dominant life. Guy Debord (1967), Society o/the Spectacle: Theses 4,6. This project investigates how iconic images from the Beijing Olympics-e.g., logos, venues, and scenes from the Opening and Closing ceremonies-form a visual narrative in which Chinese history and identity are configured to meet the political economic goals ofthe Central Communist Party. I draw on semiotics and discourse analysis to suggest projected national images (Wang 2003) that are embedded within visual data collected primarily from the Beijing2008 website. Furthermore, I apply current theories in identity politics to these visual data to problematize the social construction ofwhat the nation branding literature
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