Olympic Games as a Component of Public Diplomacy (Case Studies Beijing 2008, Sochi 2014)

This thesis examines the Olympic Games as a tool of public diplomacy. The problem is solved through two case studies which enable to understand the role of the Olympic Games in public diplomacy and the possible benefits for public diplomacy resulting from organizing of the Olympic Games and from participation in the Olympic Games. The 2008 Summer Olympics in Beijing and the 2014 Winter Olympics in Sochi are chosen as the case studies for various reasons. Before hosting the games, both countries had interest in proving their strong position in the international field. Before the Olympics, both countries were also facing critique and pressure from the international community and before both Olympics, the possibility of boycott was often mentioned mainly in the western media. Based on four factors that evaluated the impact of these Olympics on public diplomacy of both hosting countries it was concluded that the hosting of the Olympics provided both countries with massive interest of international public, a generally nonnegative position of political elites, and excellent results of the home athletes. Despite ambiguity in the international reactions to the Olympics, it is possible to claim that the hosting of these Olympic Games had a positive short term impact on the public diplomacy of the hosting countries. This thesis also reveals a need for further examination of long term impacts of hosting the Olympic Games and other sporting mega events on public diplomacy