The Olympic Games as instruments of soft power in international affairs

Abstract

This dissertation discusses the utilization of the Olympic Games as instruments of soft power in international affairs. It looks at the Beijing and London Olympics as case studies. The roles of public diplomacy and nation-branding are examined in order to outline the strategies that were employed to target the national objectives of each of these host countries. This dissertation employs a mixed method approach by using a desk-based research method. Findings illustrate that hosting the Olympic Games in the quest of soft power attainment cannot be taken fore granted and yet, their positive contribution cannot be disregarded. Since soft power strategies are often based on western values and perceptions, states such as China had to challenge the dominance of western media and sought alternative strategies and tactics to try to reach its aims. The dissertation argues that soft power strategies differ in different political and economic contexts and in its analysis, International Relations literature need to de-westernize in order to observe and theorize on how important players like China, Latin America countries and players in the Middle East are adapting these instruments for their own ends. This dissertation concludes that today's international system and modern methods of gaining influence require an updating of the theory of power. The definition of hard power compared to soft power needs to be redefined due to the new role which economic power has assumed in a globalised world. Economic power is not merely a tool of hard power but is also a mechanism of soft power attainment. The case studies of Olympic Games host countries illustrate how these new dynamics are being observed in the international arena.