PARIS 2024 OLYMPICS OPENING CEREMONY: MEDIA REFLECTIONS ON NATION BRANDING AND PUBLIC DIPLOMACY

Abstract

Mega sporting events hold significant potential for nations to create a positive international image and foster strong diplomatic relations. This research aims to examine the reflections of the Paris 2024 Olympic Games opening ceremony in Turkish media from the perspectives of nation branding and public diplomacy. The analysis is divided into two parts: 'media interest,' which examines the most frequently covered segments, and 'media stance,' which assesses the attitudes reflected in the news. The content was coded into three themes—'neutral,' 'positive,' and 'negative'—with a total of 20 pattern codes and 185 descriptive codes used 2004 times. Findings indicate that, through this ceremony, France sought to highlight both its cultural heritage and modern identity. While the country effectively showcased its historical and cultural richness, the use of religious symbols in the artistic program sparked controversy. Ultimately, the opening ceremony is seen as part of France’s broader efforts to rebrand itself through nation branding and public diplomacy. However, Turkish media reflections and international press critiques reveal that these strategies did not always yield the desired outcomes. Despite the power of sport as a tool in public diplomacy and nation branding, strategic errors can damage the host country's image.