Rebranding China on the Olympic Stage

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Abstract

This case study critiques China’s attempts to internationally rebrand itself through the 2008 Beijing Olympics. With the global spotlight shining squarely on Beijing, the Chinese government saw the games as a once in a lifetime opportunity to promote an image of a new, 21st-century China.
Original languageEnglish
Title of host publicationThe Globalization of World Politics
Subtitle of host publicationCase Studies from Australia, New Zealand and the Asia-Pacific
EditorsAnne Cullen, Stuart Murray
Place of PublicationMelbourne
PublisherOxford University Press Australia and New Zealand
ChapterCase 9
Pages28-31
Number of pages4
Edition2nd
ISBN (Print)9780195574890, 0195574893
Publication statusPublished - 2011

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  • Cite this

    Murray, S. (2011). Rebranding China on the Olympic Stage. In A. Cullen, & S. Murray (Eds.), The Globalization of World Politics: Case Studies from Australia, New Zealand and the Asia-Pacific (2nd ed., pp. 28-31). Oxford University Press Australia and New Zealand.