Questions on the Beijing Olympics

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Analyze the reasons why the Chinese government hired a Western public relations firm to work on the 2008 Beijing Olympics. China lost its 1993 bid to host the Olympics. When it came time to make a bid for the 2008 Olympics, China understood that it needed to change its approach and even re-brand the nation. To accomplish its goals, the Chinese government hired two foreign pubic relations firms and later, a third. The decision to hire American and British public relations firms was based in part on the fact that China needed strategies to promote its nationalistic messages in ways meaningful to a global audience. The Chinese government also "were fully aware that the Games would provide a window through which the rest of the world could see China up close," (case study p. 1). The Olympics were viewed as an "opportunity to showcase the progress China has made in the three decades since economic reforms were launched," (p. 1-2). Communicating this progress could be conceived of as a promotional strategy. The government of China wanted to create and sell the nation, as well as "polish its image," (Dingli, 2008). Assess the reasons why protesters and activists target events such as the Olympics. The Olympics are a high-profile event with extensive media coverage. There is ample opportunity to use the media coverage that already exists for the Olympics to draw attention to political causes. During the Beijing Olympics, NGOs like Students for a Free Tibet, Dreams for Darfur used
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