โอลิมปิกฤดูหนาวกรุงปักกิ่งปี 2022 : ความพยายามปรับภาพลักษณ์ของจีนอีกครั้งหนึ่ง
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บทคัดย่อ
บทความวิจัยนี้เน้นศึกษาการเป็นเจ้าภาพกีฬาโอลิมปิกฤดูหนาวปี 2022 ของจีน ในฐานะเครื่องมือนโยบายต่างประเทศ โดยมีคำถามวิจัยว่า จีนมีแนวทางอย่างไรเพื่อให้โอลิมปิกเป็นเวทีส่งเสริม soft power เพื่อปรับภาพลักษณ์ของประเทศ และอะไรคือความท้าทายต่อการดำเนินการดังกล่าว ภายใต้กรอบแนวคิดกีฬาใน soft power โดยเฉพาะการเป็นเจ้าภาพมหกรรมกีฬาระดับนานาชาติซึ่งมีความสำคัญในรูปแบบทรัพยากรของนโยบายต่างประเทศ บทความนี้จึงใช้ระเบียบวิธีวิจัยเชิงคุณภาพทั้งข้อมูลปฐมภูมิและทุติยภูมิเพื่อตอบข้อสงสัยดังกล่าว จากการศึกษาพบว่า จีนยังคงใช้ค่านิยมการพัฒนาที่เป็นมิตรกับสิ่งแวดล้อมและความก้าวหน้าด้านเทคโนโลยีต่อเนื่องจากโอลิมปิกปี 2008 เห็นได้จาก การใช้คำขวัญประจำการแข่งขัน การออกแบบคบเพลิง ตุ๊กตานำโชค และการพัฒนาโครงสร้างพื้นฐานที่เกี่ยวข้อง ซึ่งอยู่บนพื้นฐานของหลักการอยู่ร่วมกันอย่างสันติ การเป็นมิตรกับสิ่งแวดล้อม และเทคโนโลยีที่ทันสมัย อย่างไรก็ตาม ความย้อนแย้งเชิงนโยบายของจีนคือความท้าทายอย่างยิ่งต่อการส่งเสริม soft power เนื่องจากในภาพรวมนโยบายในเขตปกครองตนเองซินเจียงอุยกูร์ และความร่วมมืออย่างแข็งขันกับประชาคมโลกเพื่อรับมือกับการเปลี่ยนแปลงสภาพภูมิอากาศยังคงเป็นข้อถกเถียงในวงกว้าง ส่งผลกระทบต่อความพยายามปรับภาพลักษณ์ของจีนผ่านการเป็นเจ้าภาพมหกรรมกีฬาระดับโลกครั้งล่าสุดนี้
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