ABSTRACT
The global media spotlight was switched onto Great Britain for at least 17 days during the 2012 London Olympics. Media debates on Britain’s identity raged on from the first minute of the opening ceremony. On the basis of the notions of nation branding, competitive identity and public diplomacy, this study examined reactions of the mainstream media in China to the opening ceremony of the London Olympics, with specific focus given to the amount of media coverage, particular attitudes expressed by news reporters and interpretations or themes emphasised. A content analysis was conducted of 100 news stories sampled from six major Chinese media outlets. Results and implications were discussed.
