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A Bird's Nest View of the Olympics
by Roqueña R. Domingo
In 2001, when Beijing won the bid to host the 2008 Olympic Games, I knew I had to attend the opening of the games to be part of history and China's entrance onto the world stage. Sitting at the National Stadium ("the Bird's Nest") during the opening ceremony on August 8, I knew I was witnessing an event of great significance.
Pre-show impressions
August 2008 was a great time to be in Beijing. Giant billboards promoting the Olympics and its theme "One World, One Dream" decorated the streets. Taxis played English recordings welcoming passengers, and information booths for tourists were set up in every major tourist area from Wangfujing Street (Beijing's "Fifth Avenue") to the bar-dotted area of Sanlitun. In addition, ultra-modern architecture, such as the National Center for the Performing Arts ("the Egg"), China Central Television headquarters, National Aquatics Center ("the Water Cube"), Bird's Nest, and Beijing Capital International Airport's Terminal 3, signaled a new Beijing.
On the opening day, every moment on the way to the Olympic park—taking the subway, going through security, walking to the stadium, finding seats, and buying snacks—was a pleasant experience. Security checks were orderly, with high-tech machines showing the photo and identification associated with the ticket holder. Snacks at the stadium had a Chinese twist—for example, delicious hot dogs with corn bits and piping hot meal boxes with rice and vegetables. Roughly 100,000 volunteers were out in full force. Moreover, signs for sporting venues were plentiful and written in English and Chinese.
Magnificent, elegant, flawless
The energy and excitement was palpable throughout the opening ceremony, and China's determination to share its long, rich history and culture with the world was apparent. Each presentation—the countdown, fireworks, unfolding of the scroll, opera and tai chi motifs, synchronized execution of the dances, and ingenious lighting of the torch—was visually stunning. The music's mesmerizing notes soared into a crescendo of heart-tugging rhythms and fast beats. Booming drums and crackling fireworks reverberated throughout the stadium and rocked the stands.
Well-organized and well-executed, the event moved like clockwork. At the end of the ceremony, despite the massive crowds, people and traffic flowed smoothly and efficiently.
Media and blog coverage the day after
Across the world, photos of the ceremonies appeared above the fold on front pages of newspapers and their corresponding websites, with glowing reviews of the performances' artistry, creativity, and execution. Edelman's International Affairs team conducted a media analysis coverage in major US and international print and broadcast outlets the day after the opening ceremony. The results came down to 58 percent positive, 23 percent neutral, and 5 percent negative. (The review covered BBC and CNN, the Los Angeles Times, New York Times, USA Today, US News and World Report, Wall Street Journal, Washington Post, and Washington Times.)
Most of the positive coverage focused on the grandiosity of the ceremony, the blend of technology and tradition, and technical effects and dramatic lighting. The media also viewed the opening as showcasing China's growth, development, and power and perceived it as a symbol of the country's ability to overcome challenges such as the Sichuan earthquake and Tibet riots. In addition, the press viewed the fact that more than 80 world leaders attended the event as positive. The lighting of the torch by Chinese gymnastics legend Li Ning garnered the most positive coverage.
Negative coverage of the opening delved into the perceived strong management of the event by the PRC government. For example, the press discussed regulations that restricted protesters and journalists. (Other complaints were unrelated to the opening or arose a few days after the opening.)
Analysis of blog entries about the opening ceremony and the first day of games conducted by Edelman's Digital Team revealed more than 45,000 relevant posts. A sampling of the posts, which were written in English and posted on news, sports, and personal blogs across the globe, showed overwhelmingly positive reactions to the opening ceremony, with many bloggers saying it was the best opening ever.
Image of the new China
The Beijing opening ceremony communicated China's desire to be viewed as a modern and peaceful country—a country that is open, friendly, and ready to engage the world.
Roqueña R. Domingo is senior vice president for International Affairs at public relations firm Edelman in Washington, DC.
Copyright 2008 US-China Business Council
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