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
