Abstract

States and cities are using mega-events, especially the Olympic Games, to reach social, political, and economic goals and improve their local and international images. The reputation of these countries depends on the way they are exposed to the world through international media. The Beijing 2008 Olympic Games and the London 2012 Olympic Games represent two different philosophies of how to host Olympic Games and how to approach international media while setting new records of exposure. Beijing used the 2008 Olympics as a demonstration of power. London, with a much smaller budget but a much more established location as one of the most attractive global cities in the world, used them to renovate parts of East London, focusing on sustainability and community engagement. This research analyzes how Beijing 2008 and London 2012 were reflected in 390 articles written by Israeli journalists who covered both Olympic Games.