The fluidity of soft power in YouTube’s broadcast of the Beijing 2022 Winter Olympic Games

In an era of heightened geopolitical tension, marked by a dynamic power shift between the West and China, the 2022 Winter Olympic Games emerged as a focal point of diplomatic contention. Several Western nations signalled their dissent through diplomatic boycotts, while China, conversely, seized this platform to strategically enhance its soft power. This paper explores how the Chinese government utilized the 2022 Winter Olympic Games’ opening ceremony as a canvas for the portrayal of its national image, and examines the resonance of this portrayal with the global audience. The opening ceremony provided China with an unrivalled opportunity to express its cultural identity, political ideology and aspirations to an international audience. Consequently, this research delves into the intangible aspects of media and image perception, with a particular focus on the role of YouTube as a repository for live streams from the traditional broadcaster, Eurosport. It is crucial to understand that the depiction of national image and its perception by a global audience are not static, but fluid concepts, constantly shaped by the socio-political context. Therefore, this paper contributes to a nuanced understanding of the fluidity inherent in the construction and projection of China’s soft power. It sheds light on the intricate choreography of international diplomacy, media strategy and national branding.