This study focuses on China’s prioritization of domestic soft power through the hosting of sports mega-events; the stance we take is, necessarily, western-centric viewpoint. We do so by drawing on two major sporting events that also contribute to an understanding of China’s broader ‘soft power strategy’. Although the political context had changed between 2008 and 2022, China’s penchant of prioritizing domestic soft power while showcasing ‘external propaganda’ (duìwài xuānchuán) using sport mega-events did not. Concluding remarksIt is evident that sports, and specifically sports mega-events, are central to China’s soft power strategy, its ‘external propaganda’ (duìwài xuānchuán), and its purpose is primarily for regime legitimacy. In this paper we have posited the notion that China’s state-led soft power strategy using sports mega-events is ‘unique’, that is, it does not follow Joseph Nye’s understanding of the concept, but rather the emphasis is much more on domestic soft power.

Source: The Guardian November 26, 2024 12:58 UTC