Understanding the interplay of sportswashing and soft power in the case of the Beijing 2022 Winter Olympics

Abstract

This study examines China’s strategic use of the 2022 Winter Olympics to enhance its soft power, reshape its global image, and manage allegations of sportswashing. Through a content analysis of official documents, videos, and news articles, the study explores how sports mega-events are perceived as either soft power or sportswashing. Using the 2022 Olympics as a case study, it shows how initial negative perceptions can evolve into a more favourable soft power image. The study also highlights the dynamic nature of soft power, shaped by interactions among media, fans, athletes, and commercial stakeholders. Despite China’s efforts to control the narrative, external forces like media scrutiny and public reaction play a significant role. Additionally, the concept of ‘reverse sportswashing’ is introduced, where international sports criticism is used for domestic cohesion and regime legitimacy, ultimately leading to negative soft power.