One World, One Dream? Image Building and Brand China in the 2008 Beijing Olympics
| dc.contributor.author | Hagan, Christopher Patrick, 1981- | |
| dc.date.accessioned | 2009-03-06T01:48:42Z | |
| dc.date.available | 2009-03-06T01:48:42Z | |
| dc.date.issued | 2008-12 | |
| dc.description | xi, 87 p. ; ill. (some col.) A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number. | en |
| dc.description.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. | en |
| dc.description.sponsorship | Committee in Charge: Prof. Stephen Wooten, Chair; Prof. Julianne Newton; Prof. Xiaobo Su | en |
| dc.identifier.uri | https://hdl.handle.net/1794/8713 | |
| dc.language.iso | en_US | en |
| dc.publisher | University of Oregon | en |
| dc.relation.ispartofseries | University of Oregon theses, Dept. of International Studies, M.A., 2008; | |
| dc.title | One World, One Dream? Image Building and Brand China in the 2008 Beijing Olympics | en |
| dc.type | Thesis | en |
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