Abstract:
This project investigates how iconic images from the Beijing Olympics---e.g.,
logos, venues, and scenes from the Opening and Closing ceremonies-form a visual
narrative in which Chinese history and identity are configured to meet the political
economic goals of the Central Communist Party. I draw on semiotics and discourse
analysis to suggest projected national images (Wang 2003) that are embedded within visual
data collected primarily from the Beijing2008 website. Furthermore, I apply current
theories in identity politics to these visual data to problematize the social construction of
what the nation branding literature refers to as "brand China." I argue that the symbolic
and emotive content of the visual imagery from the Beijing Olympics attempted to position
China as a non-threatening, legitimate power in the Western cultural imaginary.
Ultimately, I argue that the Party's lack of political credibility challenges the potential
success of its Olympic image building efforts.