The Olympics and national image

Having made it through the Opening Ceremony of the 2008 Olympic Games, China’s leaders can relax and take a deep breath – a short, deep breath, that is.

Its endless preparations for the Games seem to have become unbearable for Beijing.  The mega event, ostensibly aimed at promoting a new China that is fully integrated into the international community, backfired.

It was evident that the Olympics would give high visibility to China.  The big question was what would the net result be: positive or negative?  It is fairly well known that high visibility in the media is not necessarily a good thing. And, at this preliminary stage, that is exactly what high visibility has been to China – not necessarily a good thing.

Nowadays, the general public is more informed and aware of several of the following problematic issues facing China’s government: the Tibet and Dalai Lama issue, the Chinese stance on Sudan, human rights and political freedoms, environmental problems, the safety of export products, poverty in the interior vis-à-vis coastal areas which are booming, and so on.

Why is Beijing betting so big on issues with such unpredictable outcomes? It is well-known that the international media has generally focused on the unpleasant aspects of governments. It seems the media is especially reluctant to be used as an instrument of any state-sponsored PR campaigns. Beyond this, though, there is a list of opponents of the current regime that would love to put a spotlight on the very issues which most bedevil Beijing. 

Herein lies a good opportunity to view some of the tendencies which pervade political elites everywhere.

The Olympics are about designing something relatively simple when compared to the huge economic engines and policies China has created.  There is a history of massive mobilization on large infrastructure projects and symbolic national goals.

In addition to this, Beijing has accumulated an enormous set of skills for handling international issues. This is partly due to its huge purchasing capacity of a variety of commodities. When Beijing wishes to apply pressure, said pressure definitely has tangible effects.

Given the widely-held belief that China is a civilization of massive historic import, it is no surprise that the Chinese leadership felt itself up to the task of handling the Olympics. With this confidence, the Dragon overlooked its Achilles heel: inexperience at international public relations brawls. As it stepped into this age-old fight, it seems to have stepped into quicksand. With so many scattered actors, it was hard to know where, and based on what logic, to apply its international pressure. Especially when confronting the 21^st Century’s special brand of public opinion, one which has no known address.

However, Beijing has a second chance. As the Games play out, the atmosphere will change. Historically, the Olympic sporting climate seems to dominate political and cultural issues. Thus, in the near future China may be seen as the welcoming host once again.