Communication and International Relations

On a cold evening in February, skiers race down the snowy slope of a mountain, lighting torches as they go. An expectant crowd watches with baited breath, anxious to find out what will unfold. As the skiers clear, a maple leaf lies illuminated in the snow, ablaze with light as the crowd explodes with cheers. The 2010 Winter Olympics Games have officially opened in Vancouver, British Columbia.

The media play a crucial role as a global stage, determining the outcome of global media events where the world watches as a host nation attempts to enhance its image. These events are excellent ways to enhance or destroy a nation’s reputation, making them incredibly risky endeavors. To this end, as a third-time host of the Olympics, Canada had to be careful in the ways they represented their nation, because coverage by foreign journalists could be positive or negative.

During large-scale, global events such as the Olympics, the treatment of foreign media is vital. When journalists are unhappy, they are vocal, and their disappointment will permeate all of their stories, tainting the overall coverage of the games. When journalists are happy, event organizers and officials are happy, which is why it is important for nations to prepare carefully, ensuring that they achieve the desired outcome.

Journalists are not just global citizens, but national ones, and will naturally favor their own athletes both in coverage and in content. Reporters from the United States will write primarily about their own athletes, because they consider themselves national citizens first, and because it is what their readers desire. Yet, they will also give favorable coverage to the athletes from nations most similar to the United States— for example, other Western nations such as Canada or England. These are natural pitfalls that a nation certainly should be prepared for.

Since journalists attending the Olympic Games came from every corner of the world, Canada had to be prepared for the fact that some nations can better provide for their reporters than others. Most Olympic events require payment for entry, and in order to encourage reporters to come despite a lack of sufficient funds, Canada could offer free admission or other perks in order to encourage attendance.

In its pre-event stages, the Olympics tend to revolve around the dramatic, negative aspects of media norms. In 2010, journalists speculated over whether Whistler (a popular ski resort) would be done with renovations in time for the games. Other popular pre-game topics of discussion are potential terror plots and event readiness.

The last, most difficult, factor is intervening news events, ones that a host nation has absolutely no control over. A tragic accident occurred before the start of the Canadian games when a luge racer from Georgia died after a fall-out on the world’s fastest track. His death left journalists, athletes, and officials reeling, and sparked critical stories left and right. Though Canada was careful to honor his memory, much of the damage was done when his untimely death was announced, casting a pall over the popularity of the Olympics.

Overall, the 2010 Vancouver Olympics were a huge success. The atmosphere was charged with electricity and energy between nations, but tensions never boiled over. Journalists were pleased, the coverage was primarily favorable, and the bumps in the road were largely unavoidable. However, the bumps and the successes illustrate the gamble that is hosting an event such as the Olympics. Though these events can go smoothly, it is important to consider the consequences before diving in.