Public diplomacy and soft power

Public diplomacy involves engaging with foreign publics to shape their perception of a country. The opening ceremony is a prime example, reaching millions of viewers worldwide. The ceremony’s narrative, performances, and even the choice of flag bearers are meticulously planned to convey specific messages. For example, the 2008 Beijing Olympics opening ceremony was a grand display of China’s history and technological advancements to showcase its emergence as a global power.

The importance of public diplomacy is underscored by the fact that it is a battle of narratives “to win the spirits and the souls of people”. By presenting a compelling and positive image during the opening ceremony, countries can enhance their soft power by influencing others through attraction rather than coercion.

Strong symbolism

Olympic games are full of symbolism starting with national flags. The selection of torchbearers and key figures in the ceremonies can be highly symbolic. For instance, Tokyo 1964 chose a Hiroshima-born torchbearer to symbolize peace and recovery post-World War II, while Tokyo 2021 selected Naomi Osaka, highlighting racial diversity in Japan. In Paris, torchbearers reflected the diversity of French society, and male and female torchbearers were the last to light the flame.

Historical reconciliation 

Ceremonies often highlight themes of historical reconciliation and national unity. For example, Sydney 2000 emphasized Australia’s multicultural narrative and Aboriginal culture, and Pyeongchang 2018 featured a joint march of South and North Korean athletes, symbolizing a step towards peace on the Korean Peninsula. Paris 2024 had a journey through history.

Diplomatic engagement

The Olympics provide an opportunity for diplomatic engagement and dialogue. Leaders often use the games as a venue for diplomatic meetings and fostering international relations. Sometimes countries choose to participate as a unified team to promote peace and cooperation, like the Unified Korean team in some sports during the 2018 Winter Olympics.

Diplomatic signalling

Host countries sometimes use the ceremonies to project political messages or ideologies. The 1936 Berlin Games under Nazi Germany were used for propaganda purposes, and the Cold War era saw Moscow 1980 and Los Angeles 1984 showcasing ideological superiority through their respective ceremonies. Paris 2024 featured a priority of diversity, inclusion, and identity policy. It also triggered the main criticisms.

Boycotts and political statements

Countries have used Olympic boycotts to make political statements. Notable examples include the U.S.-led boycott of the 1980 Moscow Olympics in protest of the Soviet invasion of Afghanistan and the Soviet-led boycott of the 1984 Los Angeles Olympics in retaliation.

Sanctions and bans

Governments may impose sanctions on other countries’ participation. For example, South Africa was banned from the Olympics from 1964 to 1988 due to its apartheid policies. Russia was banned from competing under its flag in the 2018 Winter Olympics and the 2021 Tokyo Summer Olympics due to state-sponsored doping. This ban continuous in Paris 2024 due to the war in Ukraine.

Reinstatement and reconciliation

Countries previously banned or boycotted can be reinstated as a gesture of reconciliation and political change, such as South Africa’s return to the Olympics in 1992 after the end of apartheid. Olympic participation can serve as a platform for reconciliation and bridging divides, as seen with the joint march of North and South Korea in the 2018 Winter Olympics.

Competition and national pride

Participation in the Olympics is often imbued with national pride and symbolism.. Successful participation and winning medals can boost national pride and unity, reflecting the country’s strengths and achievements.

Human Rights and Ethical Issues

Countries hosting or participating in the Olympics may face scrutiny over their human rights records. Activists and governments may use the Olympics to highlight and protest against these issues.

Conclusion

The Olympic Games are far more than a display of athleticism and competition; they are a powerful platform for public diplomacy and the exercise of soft power. From the carefully orchestrated opening ceremonies to the symbolic selection of torchbearers, every aspect of the Olympics serves as a stage for nations to present themselves to the world. 

The Games foster opportunities for diplomatic engagement, historical reconciliation, and the projection of national narratives. Despite the ancient tradition of peace during the Olympics being overshadowed by modern conflicts, the spirit of Olympism continues to promote unity, dialogue, and mutual respect on the global stage.