This thesis argues that the East Asian Games’ practices predominantly obstructed the accumulation of soft power in the long-term. Concomitantly, the Games revealed regional disputes, emphasized...Show moreThis thesis argues that the East Asian Games’ practices predominantly obstructed the accumulation of soft power in the long-term. Concomitantly, the Games revealed regional disputes, emphasized differences between East Asian countries and corroborate Dubinsky's account on the existence of a survival era.Show less
This thesis examines the evolution of China's soft power strategies by comparing the nation branding elements of the Beijing Olympic Opening Ceremonies in 2008 and 2022. The research question...Show moreThis thesis examines the evolution of China's soft power strategies by comparing the nation branding elements of the Beijing Olympic Opening Ceremonies in 2008 and 2022. The research question explores the differences and similarities between the two ceremonies to shed light on China's changing position in the global system and its approach to projecting soft power. The analysis employs semiotic analysis and explores themes such as the past-future dichotomy and the appeal to norms and values.The study finds that the 2008 ceremony was part of China's "Olympic coming-out party" and focused on establishing the country as a rising power on the international stage. It emphasized China's development, heritage, and cultural identity, primarily for viewers unfamiliar with the country. In contrast, the 2022 ceremony demonstrated China's response to foreign criticisms and aimed to align itself with Western-centric norms and values. It showcased China's commitment to the international community and inclusivity by incorporating non-ethnically Chinese elements into the ceremony. The findings suggest that China's evolving soft power strategies align with its changing role in the global order. China's rise to a dominant player in the international system allows it to express its vision for the future and create a nation brand that portrays itself as modern, outward-looking, inclusive, and peace-promoting. However, China's exclusive nationalism and the Western-centric Olympic values of harmony and unity create a tension that challenges the believability of its nation branding attempts.Show less
The legacies of the 1988 Seoul Olympic Summer Olympics have been widely researched before. They include the impact on domestic policies (among which policies that impacted the relationship with...Show moreThe legacies of the 1988 Seoul Olympic Summer Olympics have been widely researched before. They include the impact on domestic policies (among which policies that impacted the relationship with North Korea), national pride and collective memory. However, the political climate between the DPRK and the ROK during these 1988 Olympics could not be in starker contrast than during the Winter Olympics in 2018, which provided an opportunity for formal talks between the two countries. This raised the question of whether or not these events could lead to changes in ethnic nationalistic sentiments in ROK society. The aim of this study is to explore how ethnic nationalism discourses in South Korea have been influenced by hosting the 2018 PyeongChang Olympic Winter Games. As existing literature showed, ethnic nationalism is still used as an argument for unification. Based on this, it was hypothesized that if the wish for unification becomes stronger, notions of ethnic nationalism in South Korean society follow this pattern. Because the PyeongChang Winter Olympics were promoting an agenda of peace and reconciliation with the DPRK, it was expected that they would reignite the flame of ethnic nationalism in ROK society. Critical discourse analysis was used to distinguish whether there were any changes within ethnic nationalism discourses before and after the 2018 Winter Olympics. By comparing studies that captured notions of ethnic nationalism before and after February 2018, it became apparent that there were no clear breakthroughs in the ever-declining importance of ethnic nationalism in ROK society. Because this result is opposite to what is expected on the basis of existing literature, this thesis therefore puts into question the relevance of the current ethnic nationalism discourse paradigm.Show less
The hypothesis of this thesis posits that the 2020 Tokyo Olympic Games framed the moral idea of reconstruction to downplay the gravity of Japan’s reality under the eyes of an international audience...Show moreThe hypothesis of this thesis posits that the 2020 Tokyo Olympic Games framed the moral idea of reconstruction to downplay the gravity of Japan’s reality under the eyes of an international audience. The legacy that the JOC has composed surrounding the reconstruction and recovery of Fukushima is in conflict with the views of Japanese anti-Olympic organizations. Through Erving Goffman’s 1974’s Framing Theory, “Reconstruction Olympics” seem to fit the concept of fabrication. The observations and experiences regarding the recovery of Fukushima by evacuees do not align with the fabricated framework by the JOC and the Japanese government, resulting in resistance to the Olympic Games by protest groups. The framing of the Games has played a fundamental role in the formation of its official narrative. Three groups Hangorin no Kai, Okotowari Link and Friends of the Earth Japan will be analyzed through their blog posts, which together seem to be in agreement on the topic of Fukushima’s recovery. Their discourse presents a clear counter-narrative to the discourse presented by the 2020 Tokyo Olympic Games. Reconstruction in the narrative of the 2020 Tokyo Olympic Games should show results, however, due to fabrication the state of Fukushima is discredited by the JOC and the Japanese government.Show less
In 2020 the Olympic Games will be hosted by Japan. In this article, several ways in which the Japanese government will try to attract as many tourists as possible will be covered, with the 'Cool...Show moreIn 2020 the Olympic Games will be hosted by Japan. In this article, several ways in which the Japanese government will try to attract as many tourists as possible will be covered, with the 'Cool Japan' strategy as introduced by the MOFA in 2002 as the red line. The strategy will be considered from several political views, including the Soft Power view as suggested by some. In analyzing (tourism) spaces, Foucault's Heterotopias will be used as theoretical groundwork. It will become clear that the Cool Japan strategy of the Japanese government carefully selects and combines several cultural products in order to build and project a politically meaningful image to the outside world.Show less
The Olympics are the ultimate sports mega-events as they attract massive worldwide attention. Consequently, the Olympics offer a platform for host nations to gain political legitimatisation and for...Show moreThe Olympics are the ultimate sports mega-events as they attract massive worldwide attention. Consequently, the Olympics offer a platform for host nations to gain political legitimatisation and for minorities to empower their claim of independence. This thesis aims to answer: To what extend did Catalan and Tibetan activists deploy the window of opportunity created by the Torch Relays preceding the Olympic Games to empower their nonviolent resistance campaigns? In this thesis two case studies are discussed: the nonviolent resistance campaign of Catalans during the 1992 Barcelona Olympics on the one hand and the actions of pro-Tibet activists surrounding the Beijing Olympics of 2008 on the other. In both cases, the Torch Relays will be taken as focal point, because it turned out that the "game" between activists and authorities was played during the Torch Relay preceding the opening of the real Games. By focussing on the perspective and agency of the activists, this research takes a bottom-up approach. In short, this thesis argues that the Olympics Torch Relay can function as this temporarily window of political opportunity, which activists can deploy to empower their nonviolent resistance campaigns.Show less
