“BRAND CHINA” IN THE OLYMPIC CONTEXT COMMUNICATIONS CHALLENGES OF CHINA’S SOFT POWER INITIATIVE SUSAN BROWNELL 82 - Abstract The Beijing 2008 Olympics were widely considered to be Susan Brownell is Professor China’s moment for improving its national image worldwide. of Anthropology in the However, the consensus both inside and outside China was Department of Anthropology, that although the Olympics succeeded in advancing an Sociology, and Languages, image of an emerging powerful, prosperous, and well-or- University of Missouri-St. Louis; ganised nation, the message was hijacked by interest groups e-mail:
[email protected]. critical of government policies on human rights and Tibet, who were more successful in putting forward their positions in the international media than the Chinese government was. The article analyses the communications challenges that created obstacles for genuine dialogue on sensi- Vol.20 (2013), No. 4, pp. 65 4, pp. (2013), No. Vol.20 tive issues. In its post-Olympics assessment, the Chinese government acknowledged the weakness of China’s voice in international (especially Western) media and responded with a planned US$6 billion investment for strengthening its foreign communications capacity as part of its “soft power” initiative (fi rst called for by President Hu Jintao in 2007). 65 For the eight years from the time that Beijing announced its bid for the 2008 Olympic Games until the conclusion of the games, observers both inside and out- side China widely considered the Beijing 2008 Olympics to be China’s moment for improving its national image worldwide. Beneath this att ention to “national image” lay a power struggle.