Global Events and Soft Power Dreams in East Asia

Abstract

Mega-events, which Roche (2000:1) famously defined as large-scale cultural events of international significance and mass popular appeal, have also been assessed and praised as hallmarks of modernity. Their design, structure and organization largely resonate with key issues of modernity, providing host cities with unique opportunities for place-making and place-branding. Unlike any other global event, sport mega-events also offer the opportunity for an enormous cultural celebration. They bring the nations of the world together to compete in sports under commonly agreed rules and regulations.
And as far as television spectacles go, there is nothing that can rival the Olympic Games or the Football World Cup. But these mega-events take place within fractured social structures and amid enormous inequalities that persist and develop over time (Horne and Manzenreiter 2006).