Modernity, Aesthetics, and Nation Re-branding in Olympics: A Multimodal Discourse Analysis of the Opening Ceremony of the 2022 Beijing Winter Olympic Games

The paper examines the construction of China’s country image in the opening ceremony of the 2022 Beijing Winter Olympic Games. It demonstrates how a country that has no winter sports tradition used the mega-event to showcase its national narrative and to promote winter sports industries. A semiotic framework is developed to model China’s country image as evaluative attributes and to elucidate how they are constructed through linguistic and visual resources in the theater, livestream, and video inserts. The analysis shows that the ceremony was narrated around four major themes—the world’s China, People’s China, the aesthetic China, and the modernized China. Instead of revealing a changeless, nostalgic and mythical China that speaks to a Western orientalistic imagination, these four themes work together to reshape a modern China identity, which brings the contrasting values of globalism, nationalism, Chinese traditional aesthetics, and neoliberalism into a coherent artistic performance. The characteristics of nation branding discourse reflect China’s urban regeneration policies on the one hand, and public diplomacies during the COVID-19 pandemic on the other.