Feature Article

Sport as Cultural Diplomacy for China

By Shane Morales

When governments use the media to promote a country to the rest of the world, it is called public diplomacy. The objective is to increase "soft power": to bring positive media attention to increase a country’s stature and promote its agendas in foreign countries. A particular type of public diplomacy is called "cultural diplomacy," where culture, art and education are used in developing and sustaining positive relations between nations.

Sports offer an opportunity for countries to engage in cultural diplomacy with other nations. This is apparent when we see global media/sporting events such as the Baseball World Series, UEFA Euro Cup, FIFA World Cup, the Olympic Games, as well as smaller scale bilateral team exchanges such as U.S. wrestlers traveling to Iran.

Using sports as a cultural diplomatic tool has had a long history with China. It was in 1971 that China’s leader Mao Zedong formally invited the American ping-pong team to China, marking the first time Americans were allowed into the country in 22 years. President Nixon returned the favor in April 1972 when he invited the Chinese National Table Tennis team for several matches in the Rose Garden at The White House. This act of diplomacy was commemorated recently when members of the original ping-pong teams played against each other at the Richard Nixon Presidential Library in California.

Ping-pong exchanges have led to other shared sports experiences including basketball, which is hugely popular in China. China’s Yao Ming serves as China’s promotional tool; Kobe Bryant does the same for the United States. Kobe Bryant has visited China many times on behalf of the U.S. The Kobe Bryant China Fund was recently launched to help raise funds within China for educational and health programs. By collaborating with other foundations such as the Kobe Bryant Family Foundation and the After-School All-Stars, there is interdependency among the three foundations intended to enhance U.S.-China relations.

Sports exchanges between the U.S. and China help to build a bridge toward positive relations between the two countries, after a long history of hostility. With the media’s presence at the sporting related events between China and the U.S., both countries are able to strengthen their political, social and economic ties. This is done through the use of culture, dialogue, and action. It makes both nations look good.

The Olympic Games held in 2008 in Beijing was an opportunity to showcase China, not only to the U.S., but to the entire world. Through the global media attention brought about by Olympic Games, China was able to promote itself as a modern, desirable and sophisticated world power. In preparation, China took drastic steps to appeal to the world through environmental changes, the construction of new venues, and a massive publicity campaign to promote the games and their nation.

Of course, sports as cultural diplomacy doesn’t always work as intended, especially when the governmental political agenda overwhelms the spirit of an international sports exchange. In those cases, media coverage can turn cynical.

Sports offer an opportunity for people from varying countries to compete against each other for good sportsmanship and love of the game. It is through the sporting events and competitions that positive relations are maintained. With responsible media coverage, political, social, and economic ties can be strengthened and beneficial for the nations involved.