3/27/2023 0 Comments Olympic games tokyo 2020 medals![]() ![]() Public diplomacy and culture are among the methods used in soft power to achieve foreign policy goals. Political scientist Joseph Nye ( 2004) coined the term soft power, referring to the ability of countries to achieve foreign goals through attraction and without the use of military force. According to Buhmann and Ingenhoff ( 2015), a country’s image is analyzed through the fields of business management and nation branding, political science and public diplomacy, communication and different framing, and sociopsychology and national identity. According to Fan ( 2010), nation branding includes export branding known as country-of-origin or product-country-image, destination branding through place branding, political branding through public diplomacy, and nation branding, through national identity. ![]() Both nation branding and country image have been studied and researched through multiple lenses and fields (Buhmann & Ingenhoff, 2015 Fan, 2010). ![]() A country’s image is one of the outcomes of nation branding. ![]() Big countries, small countries, democracies, autocracies, first-world, developing, and third-world countries, all see value in hosting or participating in the Olympics, making them the biggest show on Earth.įan ( 2010) defines a nation brand through “the total sum of all perceptions of a nation in the minds of international stakeholders, which may contain some of the following elements: people, place, culture / language, history, food, fashion, famous faces (celebrities), global brands and so on” (p. The Olympic Games are broadcasted to 220 countries and territories and are watched by billions (International Olympic Committee, 2021a). In the twenty-first century, more countries and delegations are participating in the Olympic Games than officially recognized states by the United Nations (Dubinsky, 2019b). The use of nation branding and public diplomacy, goes back even further, to the ancient Olympic Games, and the different Greek city-states (Murray, 2018). The Olympic Games have been a platform for hosting and participating countries to create an image that will lead to social, political, and economic goals (Dubinsky, 2019a, b). The Tokyo 2020 Olympic Games were held in the summer of 2021 during a global pandemic, one year after their original date, and under very strict restrictions (Tokyo 2020a, b, c, d, e, f, g, 2021a). These reflections expand multidisciplinary literature on the Olympic Games, nation branding, and public diplomacy, and provide insights practitioners and decision-makers should consider when holding international sports competitions or other mega-events in a post-pandemic world. After covering or researching the Olympic Movement for over a decade including in four summer Olympic Games as an accredited journalist, the author shares ten reflections on nation branding and public diplomacy and the Tokyo 2020 Olympic Games on the following issues: (1) The Olympic Movement is entering a new era, (2) questionable legacy, (3) bypassing democracy, (4) athletes-to-people diplomacy is trending, (5) Brand America still an Olympic Superpower, (6) athletic competitions as nation branding battlefields, (7) manifestations of political conflicts, (8) rethinking cultural diplomacy, (9) global challenges, and (10) inevitable backlash. Despite the challenges and the growing resistance, over 200 countries and delegations still saw value in participating in the most global event humanity holds. The Tokyo 2020 Olympic Games were the first postponed Olympic Games, held in 2021, during an outbreak of a global pandemic, with strict restrictions and regulations and without international and domestic fans. ![]()
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