The Mandarin MessageThe Olympic Torch Relay has been marred by violence, protests, and idiocy around the globe. Protesters, not known for their political savvines, are using the local Olympic celebrations and ceremonies as a soapbox for their complaints. Aside from the recent peaceful trip through Tanzania, every single event has been used as a political forum rather than the global festival it was originally marketed to be.

It’s not just protesters that are using these events for self promotion and political positioning, though. One of the most vocal of all messages came from China itself during the official lighting ceremony.

The Olympic torch for the 2008 Beijing games was officially lit on March 31st during a ceremony at Tiananmen Square, and it’s obvious that China is using this “supposed non-political sporting event” to send a very strong message to the world: China is a force to be reckoned with.

High-Level PR Placements

We can see this in everything from the ever positive marketing campaigns embarked upon, to the high-level officials that are chairing the event.

In 2005, fourth-ranked party member Jia Qinglin was present at an event to mark 1,000 days to the Olympics. This was followed in April 2007 by third-ranked Premier Wen Jiabao at an international sports conference. Second-in-Command Wu Bangguo made an appearance at a celebration last August to mark the final year of preparation. And, to ignite the Olympic cauldron and kick off the longest torch relay in world history, none other than Chinese President Hu Jintao was on-site, senior party officials in tow, to chair the festivities.

For an event that was originally revived in Greece as a way to promote and celebrate athletic excellence around the world, the Olympics have strayed quite a bit to be little more than a front for global political ambitions, fast food restaurants, bleeding-edge home electronics, sport drinks, and running shoes. While the bastardization of various festivities is nothing new, it has taken on a whole new meaning with the emerging giant of China.

China, Front and Centre

We heard a year ago about how China was trying desperately to have at least 100 heads of state at the opening ceremonies in Beijing. This isn’t just because the country’s leadership wants to be friendly, though, as China doesn’t make friends unless they can profit from the relationship. Instead, President Jintao wants to stand at the center of a collection of the world’s leaders in a symbolic show, signifying China’s central role in global affairs.

The opening ceremony is sure to be replete with Pro-Chinese propaganda promoting the Communist Party’s achievements, rather than those of the world-class athletes on the field. This same attitude has been seen a dozen times in the last decade as the once reclusive red dragon repositions itself as the major power in the 21st century.

However, with the worsening situation around the world regarding China’s handling of the Tibetan unrest, some world leaders have announced they will not be present when Mr. Jintao officially declares the games as open. The leaders of Germany, Poland, France and (potentially) the United States may stay home for China’s “coming out party.”

While this might sound like an insignificant matter, it will cut China quite deep. China is a nation desperate to build their international image.

If It’s Not Food or Toy Manufacturing Causing Problems, It’s Tibet or Taiwan

The rioting in Tibet would not have had as much an impact in the media had it not been for the August games. However, now that so many are following Beijing’s every move, a mounting storm of criticism has built against the communist regime. Despite this, the Chinese PR machine has insisted the demonstrations in and around Lhasa are a result of political maneuvering by the Dalai Lama.

It’s no surprise that Beijing is telling their critics around the world to avoid mixing politics with the Olympics, but it’s just so hard when they do the very same. However, how guilty would we all be if we were to accept an Olympics held by authorities that have taken such a pompous and selfish stance?

I’m quite curious to see who will sit to Hu Jintao’s immediate left and right as he opens the Beijing Games this August 8th.