Dubbed as the major “coming out,” “opening up,” a “renaissance or regeneration,” the 2008 Beijing Olympics inaugurated the country’s course towards improving its social, political, economic, technological, and environmental condition. …
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This paper argues that Beijing Olympic Games brought a positive impact on China, making it more competitive in the international sphere. It would also discuss the three significant themes that were accentuated in this event and would provide an in-depth analysis on the impact of the Beijing Olympic Games on economic, socio-political, environmental, and technological aspects of China.
Essence of the Olympic Games in Beijing China
According to Kronick and Dorne, managing director of Ogilvy Public Relations Worldwide and associate in Corporate Communications at Ogilvy & Mather China, respectively, the Olympic Games in 2008 is like a debutante ball for China to show to the world its wondrous Chinese culture (32). Also, it was a means to express Chinese people are now eager to communicate and join people from all over the world in promoting peace and progress (BOCOG, qtd. in Close, Askew, and Xu). After decades of closing its doors away from developing tight relations with other countries, even neighboring ones, it has finally opened the aperture towards a long-term and progressive relationship with these nations.
Moreover, Kronick and Dorne refer to the Olympic games as a catalyst for change in China, just like what it already did to a number of cities like that of Tokyo, Japan, Barcelona Spain, and Sydney Australia. For instance, the 1964 Olympic Games which was held in Tokyo resulted to a technological boom due to consumers who were very eager to buy television sets just to watch the games in their homes. The same thing happened in Barcelona that held the 1992 Olympic Games wherein it awakened the sluggish place into a prestigious city. In Sydney, it incredibly showcased its unique Australian hospitality in the 2000 games (Kronick and Dorne 32). For Beijing, China, it serves as an exceptional way of marketing, no less than, the country itself. As a matter of fact, marketing experts would view the 2008 Beijing Olympic Games not solely intended for sports purposes but more importantly, as the launch of China as a superbrand that would be a huge opportunity as well as a large threat to many nations (Kronick and Dorne 32). Apparently, China is serious on showing to the world that more than a manufacturing country, it is also on the road to a total improvement, progress, and innovation. The Beijing Olympic Games---Central Themes and Its Impact on the Macro-Environment of China In launching China as a superbrand, the Beijing Olympics in 2008 carried with it three major identifiable themes: people, technology, and “Green Olympics” (Kronick and Dorne 32). First, it highlighted people, most especially the majority of poverty-stricken Chinese who are yet to experience an upliftment of their condition. This theme on people served as the flagship in promoting a strong fight against the persisting social problems in the country (Kronick and Dorne 32). In so doing, this event had positive in the socio-political aspect of China. Second is technology which reflects the 2008 Beijing Olympics’ aim to provide highly advanced Olympic Games. The plan revealed a total of approximately US$157m worth of government funds and US$217m to 449 worth of private company contribution, all to support the Olympic technology projects (Kronick and Dorne 32). Thus, Beijing Olympic Games was an instrument to improve the technological facilities in China. Third is the so-called “
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