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Halmstad University
School of Social and Health Science
International Relations 61-90p
Bachelor thesis, 15p
Supervisor: Jonna Johansson
Autumn 2010
Taiwan’s Public Diplomacy and Mega-event:
An Analysis of Foreign News Reports of
Hsien-Yu Chung
Taiwan‘s Mega-event
2
Abstract
This thesis, as a case study, focuses on the perspective of foreign news reports on
Taiwan‘s first time hosting an international multi-sport event, the World Games 2009 in its
biggest port city Kaohsiung. The World Games 2009 Kaohsiung, the significant Olympic type
mega-event as to Taiwan, is applied as the approach to public diplomacy and soft power for
the purpose of expanding Taiwan‘s international space. It is expected to raise publicity and
mass media exposure to boost Taiwan‘s international profile and spur its tourism industry.
From Taiwan‘s image-marketing strategy, practices to foreign news reports, it outweighs to
study foreign media‘s reflection on Taiwan and the World Games 2009 as the important
evaluation on the mega-event as a whole.
This thesis attempts to answer two research questions: How was the World Games
2009 Kaohsiung reported by the foreign media? Did hosting the World Games improve
Taiwan‘s image? It presents the results and perspectives of foreign news reports by qualitative
methods: case study and discourse analysis of online-English news reports and some
quantitative methods applied on data. It combines news reports study with theory, model of
public diplomacy, mega-event and expected-model.
Within 101 pieces of online-English news found related to the World Games 2009, it
unveils fruitful results such as the failure of interpreting the core story (Taiwan‘s images and
values) by foreign media during the sporting extravaganza, and it echoes Rivenburgh (2004)‘s
three viewpoints toward the Olympic type event (intercultural challenges, less news about
host country‘s culture and dramatic news). By the amount of news and the absence of foreign
media on the press conference indicates that foreign media did not pay much attention to the
World Games and Taiwan. In spite of reporting the sports and games, other major topics of
reports were Taiwan‘s hosting the event, the greenest solar-powered stadium designed by
Japanese, Toyo Ito, Chu Chen‘s promotion itinerary to Beijing and China‘s absence on the
opening and closing ceremony which triggered foreign media‘s great concern.
Keywords: Kaohsiung; Mega-event; Mega Sport Event; Olympic Type Event; Public
Diplomacy; Soft Power; Taiwan Image; The World Games
Length: 10,959 words
Hsien-Yu Chung
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Table of Contents
List of Figures, Tables and Pictures………………………………………………………..4
1. Introduction…………………………………………………………………………...5
1.1 Background………………………………………………………………………..5
1.1.1 Taiwan‘s strategy to expand its international space by means of soft power…….5
1.2 Purpose and Problem………………………………………………………………6
1.2.1 From soft power, public diplomacy to mega-event...……………………………..6
1.2.2 Research questions………………………………………………………………..7
1.3 Structure of the paper……………………………………………………………...8
1.3.1 Swedish thesis writing style………………………………………………..8
1.3.2 Structure of this thesis……………………………………………………...8
2. Methodology and Material………………………………………………………….9
2.1 Previous Study…………………………………………………………………….9
2.2 Qualitative Research – foreign online-English-news research…………………...10
2.3 Delimitations……………………………………………………………………10
3. Theoretical Framework …………………………………………………………...11
3.1 Soft Power & Public Diplomacy………………………………………………….11
3.2 Mega-event………………………………………………………………………..12
3.3 Olympic event type……………………………………………………………….14
3.4 The World Games 2009 Kaohsiung as a mega-event..………………………....14
4. Analysis: foreign news reports about the World Games 2009 Kaohsiung..…...17
4.1 Kaohsiung City Government‘s attempt and promotion……………………...…..17
4.1.1 Story and values: KCG‘s well-designed opening and closing ceremonies………17
4.1.2 The main stadium………………………………………………………………...18
4.1.3 Series of promotion by date……………………………………………………...19
4.1.4 A big joke: no foreign journalists at the press conference……………………….19
4.2 Examination on online-English news reported by foreign media…………....…...19
4.2.1 How many pieces of news about the World Games 2009 Kaohsiung?.................19
4.2.2 Compared the news with expected model and promotion..……………………...21
4.2.3 What were the contents? How did they portrait?...................................................23
5. Concluding Remarks……………………………………………………….……….27
6. Bibliography………………………………………………………………..………..31
7. Annex…………………………………………………………………………………44
Taiwan‘s Mega-event
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List of Figures, Tables and Picture
Figure 1. Taiwan‘s Soft Power ……………………………………………………………….6
Figure 2. Swedish Thesis Writing Style …………….………………………………………..7
Figure 3. Structure of the thesis ………………………………………………………………7
Figure 4. National Image …………………………………………………………………….11
Figure 5. Model of Taiwan‘s Public Diplomacy Strategy …………………………………...12
Figure 6. The World Games in the past ……………………………………………………...14
Figure 7. Expected Model of News Reports of Olympic event…………….………………...14
Figure 8. World Games 2009 News Topic…………………………………………………...21
Table 1. Time Span of World Games 2009 Kaohsiung …………………………………..….17
Table 2. Little Relevance between Awards and Number of News Reports ………………….20
Picture. The Opening and Closing Ceremony…………………………………………………
Picture. The Main Stadium……………………………………………………………………
Hsien-Yu Chung
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1. Introduction
“(The World Games 2009 Kaohsiung‟s) their importance is truly remarkable. Their
impact is enormous: politically and economically. It is the first time that Chinese Taipei
organizes a multi-sport event. For a long time, Chinese Taipei has been isolated from
international sports. Now it has the opportunity to welcome the youth of the world for the first
time. This gives people in my country the feeling to be part of the world sports.”
-- Wu, Ching-Kuo
Wu, Ching-Kuo who is a member of the Chinese Taipei‘s National Olympic
Committee and also of the International Olympic Committee, once replied when he was
asked about ―what is the importance for your country to hold the World Games?‖ by a
journalist.1
1.1 Background
Taiwan‘s strategy to expand its international space by means of soft power
Faced with China‘s accretion and overmatched hard power resources, Taiwan has been
searching for means to enhance its soft power in order to augment its international space. In
the international society, China never ever gives upon claiming sovereignty over Taiwan, by
military force if it is necessary. Taiwan‘s international participation has been significantly
stunted by China‘s omnipresent suppression for quite a long time. Such examples are that
People‘s Republic of China (China) opposes Republic of China (Taiwan) to joining almost all
intergovernmental organizations. Taiwan is even not a member of United Nations. And there
are only 23 countries which recognize Taiwan as an independent state and have official
relations with Taiwanese government. What is worse, almost every time when Taiwanese
people apply their names like Taiwan or Republic of China to participate international
activities, China would put pressure on the host to correct the name or simply to add China
after it for the purpose of showing Taiwan is part of China. However, with hundreds of
missiles displayed, pointing at Taiwan and immense annual national security budget, it seems
irrational for Taiwanese government to compete with China by military, but it would be
promising for Taiwan to apply its soft power.
1 The World Games 2009 Kaohsiung Vol.1(2009).p.7
Taiwan‘s Mega-event
6
Joseph Nye defines the concept of ―soft power‖ as a kind of self-attraction which can
help oneself to get what one wants without coercions or bribery. Compared with hard
powers—military and economy, soft power of one country relies on its culture, political value
and foreign policy.2 As for Taiwan, the term soft power has become popular within recent
years. One latest BBC report, ―‗Soft Power‘ raises Taiwan‘s profile,‖ narrates Taiwan‘s
promotional strategy from arts, food, tourism to high technologies in pursuit of staking out
Taiwan‘s international image.3 It has become such an importance that Taiwanese incumbent
president Ma Ying-Jeou brought up with ―SMART‖ strategy for national security in 2008, in
which the letter ―S‖ stands for ―soft power‖.4
1.2 Purpose and Problem
From Soft Power, Public Diplomacy to Mega-event
As Joseph Nye pointes out soft power can be implemented by public diplomacy.
Within the practice of public diplomacy, I am interested in holding mega-events to improve
one country‘s image, and make one more visible in the world. It is just like marketing
yourself. You have to advertise (public diplomacy) what you have (soft power) to attract your
customers (target) to buy your goods (achievement).
As for Taiwan itself, by Fu, Hsiao-Lin‘s account, the soft power could be categorized
into three parts5 (shown by the graphic below), innovations of knowledge economy, values of
democracy and human rights and the exchanges among communities. I intend to do the study
on the right box, mega-event, partly because it is Taiwan‘s first time to hold such an
international multi-sport event, the World Games 2009 in its southern city, Kaohsiung.6 In
addition, similar to Olympics, the World Games by its scale would offer Taiwan a golden
opportunity to render its image, cultures and values not only to athletes, international media
but the whole world as well. It is of great significance to study the World Games‘ contribution
to Taiwan‘s international image.
2 Nye, Joseph S. (2004). p. 5-15
3 Cindy Sui. (2010, October 24). ‗Soft power‘ raises Taiwan‘s profile. BBC. Retrieved from
http://www.bbc.co.uk/news/world-asia-pacific-11609099 4 Kuomintang Official Website, February 29, 2008,
http://www.kmt.org.tw/english/page.aspx?type=article&mnum=110&anum=4141 5 This graphic is cited and adapted from The Implication and Implementation of Soft Power: a case study on
Taiwan foreign affairs by Fu, Hsiao-Lin. (2005), page 31 6 I would elaborate the World Games and whether it is a mega-event or not in 3.4, p14.
Hsien-Yu Chung
7
Research questions:
It‘s remarkable to see within such two years had Taiwan hosted three mega-events.
The World Games 2009 Kaohsiung was Taiwan‘s first attempt to host an Olympic type event,
and followed by the Deaflympics7, the second mega event in September held in Taiwan‘s
capital, Taipei. Then in 2010 November, the Flora Exposition8 commenced in Taipei as the
third one. The Taiwanese government and media would speak loud and proud of those events
and view those as quite a success of helping Taiwan stand out.9 However, to examine whether
holding such a mega-event would actually help Taiwan enhance its visibility, the main focus
of this thesis is to investigate and to find answers to the research questions below:
How was the World Games 2009 Kaohsiung reported by the foreign media?
Did hosting the World Games improve Taiwan‘s image?
I would strive to answer the first question and try to infer possible answers to the
second research question because the measurement of image is not discussed in this thesis
7 Known as the world games for the deaf; Chinese Taipei was elected the host city of the 21
st Summer
Deaflympics which took take place from 5 September to 15 September 2009.The official website:
http://english.2009deaflympics.org/bin/home.php 8 The 2010 Taipei International Flora Exposition is held from November 6
th, 2010 to April 25
th, 2011. Taiwan is
the seventh city in Asia to host a gardening expo. The official website:
http://www.2010taipeiexpo.tw/MP_4.html 9 One news is that president Ma spoke that the Floral Expo is the best time to show Taiwan‘s soft power such as
biotechnology, flora and biodiversity, and cultures. Chinatimes.com, November 17, 2010
http://money.chinatimes.com/news/news-content.aspx?id=20101117001551&cid=1210
*Source: Fu, Hsiao-Lin. (2005). p. 31. The box of ―Mega-event‖ is added in under the box of ―Exchanges
Among Communities‖.
Figure1. Taiwan‘s Soft Power
Taiwan‘s Mega-event
8
1.3 Structure of the paper
Swedish thesis writing style
Inasmuch as I was pursuing my
studies at Halmstad University in
Sweden, and followed this thesis
through under professor Jonna‘s
supervision, I would like to bring in a
short account about Swedish thesis
writing style at first, with regard to the
structure of the paper.
Concerning the Swedish thesis
writing system, the core lies on the
research question which is also the goal
of the thesis has to achieve. With specific the research question, the research has to be
implemented on reliable materials which give the thesis validity. Then adding suitable
methodology or theory in, one plans out the structure of the thesis and carries it out.
Structure of this thesis
As for this thesis, I would begin with the idea of
soft power and public diplomacy in the intro and then
elaborate the theories and models of holding a mega-
event and the Olympic type (multi-sport) one. In
chapter 4, in addition to the account of the World
Games 2009 Kaohsiung, the main point would stress
on carrying out the comparison between the theory,
real practice and news reports by foreign media. How
the foreign media reported about this mega-event held
by Taiwan is the focus of discussions. It is concerned
about whether one can acknowledge the World Games
2009 Kaohsiung as a success of public diplomacy or at
least find beneficial results to Taiwan‘s image. Essential findings and results within this thesis
would be concluded in the end.
Source: Illustrated by author
Figure2. Swedish Thesis Writing Style
Figure 3. Structure of the thesis
Source: Illustrated by author
Hsien-Yu Chung
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2. Methodology and Material
To carry out the answers to my research questions, I intend to conduct qualitative
research: the Word Games 2009 Kaohsiung as a case-study of Taiwan‘s public diplomacy and
the discourse analysis on the foreign news reports; I also conducted basic quantitative
methods to quantify qualitative data. I would first apply the theory (chapter 3) about holding a
mega-event and Olympic type event. Then, to see if holding its first multi-sport event, the
World Game 2009, would actually help Taiwan improve its images and gain positive
international response, I would analyze the results of foreign news reports by combining the
theory (chapter 3); I would point out specific questions to conduct clear discussions.
As to materials, the target is foreign media news report, so I exclude domestic ones
and seek foreign on-line news which are accessible and with free search engine. Owing to my
limited language ability, only those written in English are included and analyzed. The detail
of news research methods would be illustrated by 2.2.
2.1 Previous Study
Academic articles about Taiwan‘s soft power as well as public diplomacy mainly
focus on historical accounts, theories and analyses, telling how Taiwanese government should
apply and what had been implemented, but rarely focus on case study or examining the results
and effects. In Fu, Hsiao-Lin‘s master thesis, ―The Implication and Implementation of Soft
Power: a case study on Taiwan foreign affairs,‖ it clearly points out concept of soft power and
classifies what soft power Taiwan has. Then in James Buu, ―the discussion and
implementation of public diplomacy— inspiration from foreign experiences‖, it combines the
theory and model with Taiwan government‘s implementation of public diplomacy well. I was
inspired by the latter, which first mentioned about mega-event. And coincidentally, Taiwan‘s
first multi-sport event was held last year. I think it would be worthwhile to conduct a case
study of the World Games 2009, especially analyses on perspectives of foreign media and it
could contribute to the study of Taiwan‘s soft power and public diplomacy.
As to the previous study of the World Games 2009 Kaohsiung, since it is the first kind
of mega-event Taiwan ever hosted, it bears so much attention that there are plenty of research
on it. Yet, most of them concentrate on the effects on community, economy and tourism. Only
the research report conducted by Wu, Ji-Hua (2009) takes in the perspective foreign media,
but only the top 30 news sites in the world were searched and 17 pieces of news were found.
Taiwan‘s Mega-event
10
Therefore, to acquire more accurate foreign perspective, I would intend to enlarge the news
scope to all the foreign news in English.
2.2 Qualitative Research – Foreign online-English-news research
In pursuit of understanding how the foreign media observe the World Games 2009
Kaohsiung in Taiwan, I intend to do the qualitative research—discourse analysis on foreign
online-English-news reports, other than TV broadcast, radio or else. It is because news reports
are written down in text, which is expedient to examine news contents. English-only news
reports indeed confine my research scope. Those written in other foreign languages are thus
excluded as a necessary loss. To obtain foreign media perspective, first of all, I rely on the
website, ―World Newspapers, Magazines, and News Sites in English‖ 10
to search English
news. And the target countries are limited to those had athletes participating in the World
Games rather than those only sent delegations but no athletes. The keywords applied are
―Kaohsiung,‖ ―World Games Kaohsiung,‖ ―World Games Taiwan.‖ The research span would
start from year 2003 when Kaohsiung city bid the 8th
World Games to year 2009, 2-Aug., one
week after it lowered the curtain.
I apply some basic quantitative methods to enhance the interpretation from the news.
Both on timeline and the amount of news, I illustrate some figures which could illuminate the
understanding of news such as appendix I, figure 7, table 2, figure 8.
2.3 Delimitation
There are numerous measures to examine the results and effect of hosting the World
Games, such as questionnaire and TV broadcast. Owing to limitations of time and space, I
would merely apply online-English news reports as one channel to investigate perspectives
around the world. Although there might be some news reports which were written in other
languages, I would engage myself in obtaining the foreign perspectives from the ones written
in English. On the other side, my native language, Chinese, helps me to read the official
articles and other news in order construct up the chapter 4.1. Other measures on foreign
perspectives like how the athletes thought about Taiwan after the World Games were not
counted in this study scope.
10
This website offers complete links of world news written in English. http://www.world-newspapers.com/
Hsien-Yu Chung
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3. Theoretical Framework:
This chapter focuses on the essence of theory and discussions about soft power, public
diplomacy and most of all the mega-event. Theory is of such an importance that it offers a
clearer and more logical way to understand things. It would later be combined with practice,
the news research, in pursuit of more valuable results.
3.1 Soft Power & Public Diplomacy
As said in the first chapter, the term ―soft power‖ was coined by Joseph Nye. As he
elucidated, “What is soft power? It is the ability to get what you want through attraction
rather than coercion or payments. It arises from the attractiveness of a country‟s culture,
political ideals, and policies. When our policies are seen as legitimate in the eyes of others,
our soft power is enhanced.”11
To wield soft power relies much on public diplomacy. In such an information age,
shaping public opinion becomes very important to countries, especially to democratic ones.12
According to Edward R. Murrow‘s definition, he views public diplomacy as interactions
aimed not only at foreign governments but primarily with nongovernmental individuals and
organizations, and often presented as a variety of private views in addition to government
views.13
There are three dimensions of public diplomacy. The first and most immediate one
is daily communications. And foreign press corps has to be the most important target. Second
dimension is the strategic communications, a set of political campaign and themes. The last
one is the development of lasting relationships with key individuals. Although it may
resemble propaganda or marketing one‘s image, ―public diplomacy also involves building
long-term relationships that create an enabling environment for government policies.‖14
Implementing public diplomacy helps one country to brand its national image. Figure.
4 shows that Manheim classifies countries into four types by its visibility (high or low) and
valence (positive or negative). Country of A type with high visibility and negative valence
should keep itself quiet and low in the international community to glide to B type. Country of
B type needs to produce more positive news or reports to advance to C type. Only with
diligent practice of public diplomacy can country of C type rise up to D type.
11
Nye, Joseph S. (2004). p.X 12
Ibid. p.105-107 13
Murrow quoted in Mark Leonard. (2002). p.1 14
Nye, Joseph S. (2004). p.107
Taiwan‘s Mega-event
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Taiwan is in a bind; thus it is hard to define its location, but probably it‘s on the way
from C to D. Faced with China‘s suppression and blocking the usage of the name ―Taiwan,‖
and ―Republic of China‖ whenever Taiwan participates in international activities, Taiwan has
its own special tough challenges to implement public diplomacy.
3.2 Mega-event
Hosting a mega-event is one popular approach of public diplomacy. By way of its size
and scale, mega-events can appeal tourism and affect economy, and reverberate in the global
media.
“Mega-events are large scale cultural (including commercial and sporting) events which have
a dramatic character, mass popular appeal and international significance”15
“Mega-events have been and remain important elements in the orientation of national
societies to international or global society and in the theory and practice of public culture and civil
society at this level”16
-- Maurice Roche (2000)
15
Maurice Roche. (2000). p.1 16
Ibid,p.7
Figure 4. National Image
Source: Jarol B. Manheim. (1994).p.134
Hsien-Yu Chung
13
As Dayan & Katz stated, there are three types of mega-events: conquest; contest‘
coronation. Olympic type event or so called mega sport event (Olympics, World Cup…) and
expos (World Expo…) are the most visible and spectacular mega-events; while those merely
national, regional, community or hallmark events are exclusive of mega-events. 17
Hosting a mega-event can bring about benefits but has shortcomings as well. In
addition to boosting economy, improving tourism and external relationships, the most crucial
merit is image-branding. It can lead to a chain of possible reactions. First, it heightens host
country‘s awareness, and then produces target audiences‘ involvements and actuates the
association that will influence their behavior. Nevertheless, it is costly. And it requires great
efforts and preparation to overcome such a complex event; or it would fail. Even worse, how
the international media would reflect on it is unpredictable and uncontrollable.18
Figure 5 shows James Buu‘s model of Taiwan‘s public diplomacy Strategy,
illustrating how Taiwan should apply mega-event to fulfill public diplomacy. A mega-event
should have its core values as a story which is based on its national resources to convey to the
target audience both diffusely and abidingly. It plays a role to influence the media discourse,
elite discourse and public opinion.
17
Dayan, Danial & Elihu Katz (1992). p.25-53 18
Buu, James (2005, August 30). p.125-126
Figure 5. Model of Taiwan‘s Public Diplomacy Strategy
Source: Buu, James. (2005, August 30).
p.162
Taiwan‘s Mega-event
14
3.3 Olympic event type
Practicing public diplomacy by means of mega-events varies from one another and so
does the World Games. Younger and smaller as it is, the World Games is similar to Olympic
Games, which is characterized as Olympic event type. As Rivenburgh (2004), an American
expert in Olympics and communication, states, there are several traits of the interaction
between the host and the international media:
Although host cultures and images are pretty much showcased by the well-designed
opening and closing ceremonies, owing to intercultural challenges, global media
would misunderstand or often use simple words to interpret the show which falls quite
short of host‘s expectation.
Number of foreign news about sports competition exceeds much that of host culture
because of reporters‘ lack of interest.
International media are more willing to report dramatic or entertaining types of
Olympic news – that will then be forever associated with the host‘s image.
Any considerable news occurring during the event may interfere with host‘s image
goals and make it out of focus.19
To overcome the problems and defects that Olympic type event has is not an easy
thing. Rivenburgh‘s study and point of view would weigh a lot when it comes to the analysis
with the news. In the next chapter, it would prove a lot of her views.
3.4 The World Games 2009 Kaohsiung as a mega-event
By its uniqueness and increasing size, scale (figure 6) and
economic profits, the World Games can be considered as a mega-
event. The World Games held under the auspices of the International
World Games Association (IWGA) comprises more than 30 kinds of
sports which are excluded in the Olympics, not on Olympic program
such as korfball, ballroom dance, sumo wrestling and parachuting. At
quadrennial intervals, in the years following the Games of the
Olympiad20
, the World Games is the Olympiad for athletes of non-Olympic program sports
and athletes from all over the world in these sports unite in their common search for
excellence.21
19
Rivenburgh, Nancy K. (2004).p.3-13
Hsien-Yu Chung
15
The World Games has been held for eight times since 1981
in Santa Clara in the United States of America (figure 6). It is
apparent that the participation from the world to the World Games is
increasing each time. And in 2009 in Kaohsiung, as the second time
that the World Games is held in Asia, the total nations and total
participants of the World Games 2009 hit a new high. It has been 60
years that Taiwan successfully bid an international multi-sport event for the first time. About
2,400,000,000 NT dollars were spent hosting this event. An extra budget, 4,795,000,000 NT
dollars, was to build the main stadium (the solar-powered stadium). According to the research
report, ―The influence of the World Games 2009 Kaohsiung on the development of the whole
Kaohsiung city‖, the estimated amount of consumption by visitors and participants in the
World Games 2009 is approximately 345,000,000 NT dollars.22
As an approach to public diplomacy, the World Games is not an influential mega-
event as Olympics to the world. However, by the participation of 103 nations, 5994
participants, other foreign visitors and global audience, it is indeed a distinct opportunity for
Taiwan to enhance its visibility and publicity.
Figure 6. The World Games in the past
Year City Total
Sports
Official
Sports
Invitational
Sports
Total
Nations
Total
Participants
1st 1981 Santa Clara (USA) 18 18 0 n/a 1265
2nd
1985 London (GBR) 23 19 4 n/a 1550
3rd
1989 Karlsruhe (GER) 19 19 0 n/a 1965
4th
1993 The Hague (NED) 25 22 3 69 2275
5th
1997 Lahti (FIN) 30 25 5 78 2600
6th
2001 Akita (JPN) 31 26 5 93 3200
7th
2005 Duisburg (GER) 38 32 6 89 3400
8th
2009 Kaohsiung (TPE) 31 26 5 103 5994
Source: the World Games 2009 Kaohsiung Official Website
20
Last year 2008 was Beijing Olympiad, so some news said the World Games 2009 was Taiwan‘s counterattack. 21
The World Games 2009 Kaohsiung Official Website http://www.worldgames2009.tw/wg2009/eng/world_Game_about.php 22
Wu, Ji-Hua (2009). The influence of the World Games 2009 Kaohsiung on the development of the whole
Kaohsiung city. National Sun Yat-sen University. p191.
Taiwan‘s Mega-event
16
According to the value of events and quantity of promotions, I expect that the amount
of news report would resemble figure7. First there would be small amount of news about
host‘s bidding victory. And it would be silent during the host country dedicating itself to
preparing. Until a certain period of time before the start of the Games, host country would
begin to promote the event‘s coming. The number of news reports would increase largely
with the promotion and the event‘s approaching. It would reach its zenith after the opening
ceremony, and last during the contest. Over the closing ceremony, there would be news doing
the conclusion. Besides, the country with more awards is likely to produce more news reports.
Number of
News Reports
Time
Bid Preparation Opening
Ceremony
Closing
Ceremony
Promotion
Figure 7. Expected Model of News Reports of Olympic event
*Illustrated by author
Hsien-Yu Chung
17
4. Analysis: foreign news reports about the World Games 2009
Kaohsiung
At this chapter, I would begin with what the Kaohsiung City Government (KCG) had
planned to achieve, and then proceed to examine the important foreign news results, inferring
their perspectives, and compare them with theory and model mentioned previously.
4.1 Kaohsiung City Government’s attempt and promotion
Story and Values: KCG’s Well-designed Opening and Closing Ceremonies
In order to present the best opening and closing ceremonies, the directors had been
dedicating to integrating the traditional elements of Taiwanese images, culture with new
technology through fabulous show.
Opening Ceremony integrated four elements of Kaohsiung: technology, ocean, iron
and light. There were more than 4000 thousands actors in the show. World-wide famous
singer like Hayley Westenra was invited to sing songs. Within 45 minutes of opening show,
the first part was ―ocean,‖ with Taiwanese aboriginal show (Tau‘s flying fish festival).
Second part was based on Taiwanese temples, having third princes dancing and pili puppet
acting on the floor in folk styles. And it ended with projection of earth combined with
bicycles and jogging. As to fireworks, there were 3000 fireworks and lasted for 3 minute long,
surrounding the whole stadium
Picture: The Opening and Closing Ceremony
Sky lanterns23
Third Prince24
Fireworks at the closing ceremony25
23
Taken from Special news programme of the World Games 2009 Kaohsiung (2009, March 26).. Retrieved
from http://iservice.libertytimes.com.tw/2009/specials/2009worldgames/news.php?NENO=290368&TYNO=7
Taiwan‘s Mega-event
18
Closing ceremony also had fireworks, but it was in day and with five different colors.
When it came to 7:30 pm, 40,000 audiences held their LED lights in hand to form an
enormous Milky Way. Famous Taiwanese singers were invited to sing as well. The World
Games 2009 ended with 200 sky lanterns with words written by 12 calligraphers 26
The Main Stadium
In order to host the World games 2009, KCG invited a Japanese designer, Toyo Ito to
build a stadium that meets international standards with capacity of 40000 seats. It stands not
only for vital breakthrough of construction techniques: open ―C‖ shape design and use of
adjusting hot temperature in summer but also stands for the greenest sports stadium. The
entire structure of the stadium was made of recycled and 100% reusable materials. The braces
of the roof were made of 9720 pieces of solar panels, which can achieve 70% of light-
blocking rate, and is estimated to generate 1.1 million kWh of electricity each year.27
For its
astonishing breakthrough techniques, energy saving and carbon reduction, the main stadium
would be certainly bear much of attention in the world.
Picture: The Main Stadium
*Source: Official Publications on the World Games Kaohsiung Official Website
24
Ibid.:
http://iservice.libertytimes.com.tw/2009/specials/2009worldgames/news.php?NENO=322928&TYNO=7 25
Ibid.:
http://iservice.libertytimes.com.tw/2009/specials/2009worldgames/news.php?NENO=322888&TYNO=7 26
Translated from Chinese to English. Opening Ceremony makes Taiwan feel proud of it. (2009, March 26).
Special news programme of the World Games 2009 Kaohsiung. Retrieved from http://iservice.libertytimes.com.tw/2009/specials/2009worldgames/news.php?NENO=290368&TYNO=7 27
The World Games 2009 Kaohsiung Vol.1.(2009). P.
Hsien-Yu Chung
19
Series of promotion by date28
Table 1. Time Span of World Games 2009 Kaohsiung
Date 2003 May
14th
2004 June
14th
2008.July
5th-13th
2009
promotion
2009 July 16 2009 July 26
Event Taiwanese
government
submitted the
application
for bidding.
IWGA signed
up with the
KCG
government
for hosting
the 8th World
Games
President of
Taiwan and
mayor of KC
celebrated
―The Flying
Dragon and
One Year
Countdown‖
with series of
festivals and
activities.29
Mayor Chu
Chen went to
Tokyo,
Shanghai, and
Beijing to
promote the
WG. Mayor
Adams from
Portland was
also invited as
guest.30
The opening
ceremony
A series of
side events of
promotion
were also
held every
day.
The closing
ceremony
A big joke: No foreign journalists at the press conference
KCG opened up an international press conference, stating ―World Games 2009,
Kaohsiung city is ready!‖ two days before the outset. However, to their surprise, there were
no other foreign media reporters but only those from Taiwan, China, Macau and Hong Kong.
The whole conference was conducted in English which became a waste because there was no
other foreign journalist.31
How this could happen remains unknown. No matter what, the
absence of other foreign media firmly proved two things that the World Games did not bear
much international attention as expected in the beginning; the advertisement and promotion
seemed to be in vain. Even so, much foreign news was reported after the rising of the curtain.
4.2 Examinations on online-English news reported by foreign media
To clearly answer the research questions, I would bring forth the results of my
research by offering questions below and give facts and analysis as well.
How many pieces of news about the World Games 2009 Kaohsiung?
As I conducted my news research, the number is larger than I thought originally. There
are 87 countries qualified in my research method, which means that they had athletes
28
For detail information about KCG‘s domestic and international promotion, please refer to Wu, Ji-Hua
(2009).p.60 29
The World Games 2009 Kaohsiung Vol.1(2009). p.25 30
Kaohsiung mayor visits Tokyo to promote the World Games 2009 (2009, March 5). 31
Press conference of the World Games 2009 Kaohsiung, No Foreign Reporters (2009, July 15th
).
Taiwan‘s Mega-event
20
participating in the Games.32
Within these 87 countries, I searched all the online-English news
websites which listed on the ―World Newspapers, Magazines, and News Sites in English.‖
Out of 87 countries, merely 21 countries had news related to the World Games 2009
Kaohsiung. To tally up, 101 pieces of news reports are found.33
Appendix I shows all the news by date and the number of pieces of news. It is apparent
that there were only two pieces of news after and between May 2003 when KCG started to
bid the World Games and 2008. No foreign news mentioned about the Taiwan‘s successful
bidding. News *98 listed out all the up-coming sports competition in the world. It gave a
concise introduction and correct information.
Taiwan, the self-governing island off the China coast, is promoting the 2009 World Games in
the southern city of Kaohsiung. This 11-day competition could be worth about $20 million for the
local economy, said Chen I-heng, the head of the local organizing committee.
--San Diego Union-Tribune (2007, April 24)
News*77 ―Taiwan Prepares to Host World Games in 2009 (2008, October 9)‖, the
only news from South Korea, was originally from KCG, giving a very detail report of the
event.
Until in March and April 2009, with the start of extensive promotions, a little more
news occurred. News*57 was another KCG news posted on Indonesian news website,
narrating Mayor Chu Chen went to Tokyo to promote the World Games. News*64 from
Pakistan reported that their handball team was qualified. News*101 was the first full and
detailed coverage written by foreign media. News*38 was also first full and detailed coverage
of the solar-powered stadium for the World Games. News*58 talked about the bad sale of
tickets.
During May 2009, when the mayor Chu Chen went to Beijing, China to promote the
World Games, it caused such a sensation in China that 15 pieces of news were found on
32
Inconsistency of the number of the participating countries occurred as I investigated. For accuracy, I calculate
one country by another on the official athlete system. Athletes from Hong Kong and Macau are counted in China
as one. Official Athlete System: http://results.worldgames2009.tw/WG_Info/en/Participant.mvc/List 33
They are listed out by number in the bibliography.
Hsien-Yu Chung
21
Chinese news websites.34
At the same time, there were three more pieces of news about the
solar-powered stadium. (news*41, 42, 85)
Entering the last month before the outset, the number of news reports was increasing.
On one hand, the news about KCG‘s pre event preparation and the advent of the mayor of
Portland (U.S.), its sister city was reported (news*12,90,91); as well as news from Pakistan,
South Africa and United Arab Emirates about their athletes‘ participations and preparations
was reported. (news*65,66,76,84,85,86) Another two pieces of new did the full coverage.
(news*34,52) Two more pieces of news about the solar-powered stadium were discovered.
(news*71,95)
Finally the World Games kicked off on July-16th
, the number of news reports reached
its zenith, eleven pieces of news a day. Out of 52 pieces of news in this last period of
timeframe, much of attention was focused on China‘s absence at the opening and closing
ceremony (14 pieces of news). Then it was the event itself and competition and awards were
reported. News*97 was the last piece of news by my research timeframe, posting 19 photos.
Compared the news with expected model and promotion.
To compare it with the expected news model (figure 7), it does relatively resemble the
model by the latter part. And it was small amount of news compared with that of Olympics.
First, it is pretty obvious that there was not any piece of news about Taiwan‘s successful
bidding after 2003. The fact that Taiwan hosted the 8th
World Games was reported until two
pieces of news were found before year 2009. And ironically, one of it was from KCG itself.
Although KCG had begun to promote the World Games in 2008 by celebrating a
series of events of ―one year countdown,‖ it seemed no attraction to foreign media at all. And
during 2009 May, the mayor‘s trip to Beijing, China to promote the World Games was
reported more like a political issue which made the World Games out of focus. Looking like
the model, the number of news reports indeed rose up more the closer it approached. And the
event was highlighted during the Games. After the closing ceremony, news concluded the
event itself was quite a success with lots of pictures.
One more point at odds with the expectations was that country with more awards did
not have positive relevance with the number of news reports. From table 2, countries with a
34
It was because Chen Chu is the highest ever political figure of Domestic Progress Party (DDP) in Taiwan.
DPP has always been anti-China and independency-oriented, which is abominated by Beijing government.
Taiwan‘s Mega-event
22
heap of medals such Italy and Germany did not have any relative news reports. Russia
Federation, the top winner, only had one piece of news. Furthermore, beyond my expectation,
there was no World Games news on Japanese news websites, and only one piece of news was
found on a Korean news websites. Regional countries are supposed to pay more attention to
the event. Without doubt, the mayor, Chu Chen‘s visit to Tokyo was to no purpose. In
contrast, Southeast-Asian countries such as Indonesia and Philippines reported much more
than Northeast-Asian ones.
Table 2. Little Relevance between Awards and Number of News Reports
Order Country Awards Order Country Number of News Reports
1. Russian Federation 47 1. China 25
2. Italy 41 2. United States 14
3. China 29 3. Great Britain 10
4. United States 26 4. Ukraine 6
5. France 38 5. India 5
6. Ukraine 28 6. Indonesia 5
7. Chinese Taipei 22 7. Australia 4
8. Germany 22 8. Fiji 4
9. Australia 20 9. Pakistan 4
10. Great Britain 19 10. Philippines 4
Hsien-Yu Chung
23
What were the contents? What is the proportion of things concerned about? Did
they reflect Taiwan’s image or story? How did they portrait?
The pie chart35
below is the proportion of news topics. It proved Rivenburgh‘s view
toward Olympic type event that the amount of news concerned about the competition excelled
much that of Taiwan‘s hosting the World Games.
General facts and information about the World Games 2009 Kaohsiung
When reporter introduced basic facts about the event, it pretty much resembled like
this.
The event is expected to attract 60,000 visitors from around the world, including 4,000
athletes from some 80 countries and regions, who will be competing in 26 official and five invitational
sports events at 23 competition venues. Twenty-three hotels and three restaurants have been
designated for use by the athletes.
--China Daily (2009, July 14)
35
Taiwan‘s hosting the World Games: news*3.10.12.15.16.17.34.35.36.36.39.50.52.57.58.77.97.99.101
Solar-powered stadium: news*11.38.41.42.48.55.71.88.95.96
China‘s absence on ceremonies: news*18.19.28.29.40.47.49.53.56.59.61.63.73.87.89.93
Competition and awards: news*
1.2.4.13.24.30.33.43.44.45.46.51.54.60.62.64.65.66.67.68.69.70.72.74.75.76.78.79.80.81.82.83.84.85.86.100.
Chen Chu‘s visit to Beijing: news*5.6.7.8.9.14.20.21.22.23.25.26.27.32
Others: news*31, 90, 91, 92, 94, 98
Taiwan's hosting the World Games
19%
Chian's absence on ceremonies
16%
Solar-powered stadium
10%
Competition and
Awards
35%
Chen Chu's
visit to Beijing
14%
Others6%
Figure 8. World Games 2009 News Topic
Taiwan‘s Mega-event
24
World Games‘ Uniqueness: Offbeat and quirky
One main attraction to the foreign media is the games itself. Sports which are not
competed in the Olympics such as skydiving and parachuting, canoe polo, rhythmic
gymnastics, orienteering, and korfball are assembled to contend here in the World Games.
And due to Taiwan as a host country, ―dragon boat races‖ would be mentioned to be added in
as an invitational tournament. They would used titles like ―At these Games, the hop, skip and
sidestep is the oddest event of all,‖ and used ―obscure sports‖ to describe. One could say that
perhaps it is another way to have an attractive title.
China‘s absence: Wrestling of politics between China‘s suppression and Taiwan‘s
attempt
As Taiwan try to raise its visibility at this event, the cross-strait relations between
China and Taiwan seemed to be important background information mentioned most of time.
Foreign reporters would use titles like ―Taiwan races against China shadow‖ or ―Taiwan to
host rival World Games in 2009.‖ Although Taiwan‘s attempt seemed to be clear in foreign
reporter‘s mind, it also interested foreign journalists to report in this way.
For Taiwan, which has been politically isolated because of its decades-old tug-of-war with
China over independence, the 11-day event has special significance. "This is a rare chance for Taiwan
to make itself better understood by the world, especially at a time it is being overshadowed by the
rapid rise of its giant neighbour, China," Kaohsiung Mayor Chu Chen told AFP.
--Yeh, Benjamin (2009, July 15). Agence of France Presse.
“Political grandstanding is upstaging a global festival, writes Jacquelin Magnay in Taiwan.”
“So, to appease China and the international sporting community, the local team calls itself
Chinese Taipei at the World Games. At the last moment, the International World Games Association
allowed the president of Taiwan, Ma Ying-jeou, „the authority to preside over the opening ceremony,
in line with the consensus of the people of Taiwan‟.”
“Elsewhere the political tensions are evident at all of the official World Games venues. The
host country's flag, the Republic of China flag, is missing - instead replaced by the sporting flag
insisted on by the International Olympic Committee.”
--Magnay, Jacquelin (2009, July 18). Sydney Morning Herald Financial Review.
Hsien-Yu Chung
25
The big surprise in the World Games was China‘s absence, which instantly became a
hot issue. When Taiwanese president Ma presented at the ceremony to open the World Games,
Chinese athletes‘ absence both on the opening ceremony and on the closing ceremony drew
significantly attention from foreign media. There were 19 pieces of news that their titles were
concerned about China‘s absence. Once again it corresponded with Rivenburgh‘s point of
view that China‘s absence intrigued foreign media very much. On one hand, much attention
was centered on the World Games in Taiwan was a good thing. Yet, the core story of mega-
event was neglected.
China has boycotted the opening ceremony of the World Games in Taiwan, an official with
the games has said. A spokesman for the games, Hermann Kewitz, said China had not given an
explanation but said that Chinese athletes would compete in the events. Beijing's decision came after
organisers allowed Taiwan's President Ma Ying-jeou to open the games. Beijing considers Taiwan a
breakaway province and does not recognise Mr Ma as its president.
--Sui, Cindy (2009, July 16). BBC.
To compare foreign news with Taiwanese news and Chinese news, the latter had little
news mentioning the absence, and usually only mentioned the absence but with no further
description. I personally believe that it was compromise that both sides stepped aside for the
event to be smoothly carried out, without splashing any conflict.
The symbol of the WG Kaohsiung: the solar-powered stadium
Indeed, the main stadium had become the most notable object in the World Games.
The followings are some crucial excerpts from the news.
A Taiwanese student holds China's national flag in the
Main Stadium during the opening ceremony of the 2009 World
Games in Kaohsiung July 16, 2009. China has boycotted the
opening ceremony of the World Games in Taiwan, an official with
the games has said. A spokesman for the games, Hermann Kewitz,
said China had not given an explanation but said that Chinese
athletes would compete in the events. The World Games will be
held from July 16 -26 in Kaohsiung, Taiwan.
--Agence France Presse (2009, July 18).
Taiwan‘s Mega-event
26
(The main stadium) is shaped by a sensitivity to those conflicting sensations. It is not only
magnetic architecture; it is also a remarkably humane environment, something you rarely find in a
structure of this size.
--Ouroussoff, Nicolai (2009, July 15). NewYork Times.
This futuristic looking stadium is the first in the world to provide all its own electricity using
the power of the sun. The horse shoe-shaped structure in Kaohsiung, Taiwan, has been built for the
World Games which will take place in the city in July. It is the first stadium to use only solar power
technology for all its electricity.
--Daily Mail. (2009, May 14).
Taiwan recently finished construction on an incredible solar-powered stadium that will
generate 100% of its electricity from photovoltaic technology! Designed by Toyo Ito, the dragon-
shaped 50,000 seat arena is clad in 8,844 solar panels that illuminate the track and field with 3,300
lux. The project will officially open later this year to welcome the 2009 World Games.
--Guardian.co.uk. (2009, May 21).
With the Stadium‟s park-like setting, including native flora and fauna, walking trails, and
ecological pond, residents, most of whom live in high rise condos or apartments, will use the green
space as their backyard.
--Carlson, Rich (2009, March 26). San Francisco Examiner.
From these excerpts and ten pieces of news, it is obvious that the main stadium was
highly praised. Words like “humanely,” “eco,” “futuristic,” and “dragon-shape” all stands
for positive images and great appreciations. This first greenest stadium in Kaohsiung
impressed the world. It is undeniable that it successfully conveyed Taiwan‘s image of being
the precursor in the environmental protection. By the combination of the World Games, the
WG was thus much often given the news title such as “Taiwan boasts of eco-friendly World
Games,” “Taiwan kicks off eco-friendly World Games,” “Stadium Where Worlds Collide,
Humanely,” and “Taiwan aims to impress with eco-friendly World Games.”
The well-designed opening and closing ceremony
Compared with domestic reports which were elaborated at chapter 4-1, it seemed to
occur the defects that Olympic event would happen pointed out by Rivenburgh (2004), the
intercultural challenges and the failure of interpretation by foreign journalists. The words used
to illustrate the ceremonies and shows were simple and short.
Hsien-Yu Chung
27
“The World Games officially began in southern Taiwan on Thursday with a colourful music-
and-dance spectacular…”
--Agence France Presse (2009, July 18).
News Discourse Comparison
Students perform at the Main Stadium during the
World Games' opening ceremony in Kaohsiung
on Thursday.
The Opening Ceremonies of the 8th World Games
was a fantastic sight. Underneath a sky filled with
3000 fireworks, performers entertained the crowds
with a wide range of talents to show Taiwan's
unique diversity. It featured dramas depicting life
of two of Taiwan's largest aboriginal cultures, as
well as special effects to highlight Taiwan's
technological savvy. The estimated U.S. $4 million
that Kaohsiung city spent on the show is the kickoff
of the largest sporting event that the country has
ever hosted.
--Yuan, Elizabeth (2009, July 17). CNN. --Morris, Sidra (2009, July 23).
San Francisco Examiner
Unfortunately, the right one news (above) was the only one illustrated the opening
show with specific description and was longest one at the same time. It offered right facts
about the show in decorated terms. But it was no better than the description of domestic news.
One could see that there was no keyword like “Taiwanese temple”, “Third Prince,” “Tau,”
“Sky-lantern,” or “Pili Puppet” but merely with a “colourful music-and-dance spectacular.”
It implied that probably only Taiwanese audience would understand what was expressing on
the show, and felt moved; yet, the foreigners with intercultural challenges would probably felt
Taiwan‘s Mega-event
28
they watched a fabulous show. Therefore, foreign news reports failed to interpret host‘s well-
designed ceremonies meant that it once again corresponded with Rivenburgh‘s point of view.
And according to the Buu‘s model of Taiwan‘s public diplomacy strategy (figure 5), if host
failed to express the core story of the mega-event to the target audience, it meant that
Taiwan‘s image was not constructed in foreigners‘ mind so strictly to speak, the public
diplomacy failed as well.
World Games medals express Taiwan‘s images
China Daily gave a detailed coverage about the meaning of the World Games medals.
“On one side is embossed the official multicolored emblem
of the 2009 World Games, and the Chinese character "kao", which
means "superior". It's also the first character of the host city's name,
the KOC said. The red, blue, green and orange ribbon-styled
emblem is designed to create a sense of festivity and celebration,
with the colors symbolizing the sun, the ocean, and energy, the
organizers said. The other side of each medal will show a globe, the
emblem of the International World Games Association, adorned
with waves and a butterfly, symbolizing the ocean and Taiwan, the
KOC noted. Taiwan is known as the "Kingdom of Butterflies"
because of the more than 400 butterfly species that can be seen on the island. The ribbon is decorated
with a hand-made glass bead, reflecting local indigenous culture.”
--China Daily (2009, July 14)
Name: Taiwan or Chinese Taipei? Concerned with cross-strait relation with China
Although Taiwanese government abided by the compromise using the name, ―Chinese
Taipei‖ instead of Taiwan or Republic of China, references of Taiwan as a part of China can
be found between lines in the media‘s coverage.
Pakistan Beach Handball team has qualified for the world game-2009 to be held in Kaohsiung
(TiePa-China) from July 16-26 this year.
--Associated Press of Pakistan (APP) (2009, March 26).
Ukraine has ranked fifth in team classification and fourth on the medals table at
the World Games 2009 in Kaohsiung (China's Taiwan).
--Ukrinform (2009, July 27).
Hsien-Yu Chung
29
5. Concluding Remarks
After analyzing all the online-English news reports and comparing them with KCG‘s
advertisement, I would to like to conclude this paper by answering the two research questions.
How was the World Games 2009 Kaohsiung reported by the foreign media?
Combined with theory, model and my expectation, fruitful findings were discovered.
To begin with, out of 87 countries that took their part in the Games, there were 101 pieces of
news found related to the World Games 2009 Kaohsiung within 21 countries. Displayed by
date, it indicated an inconsistency with the expected model of news reports of Olympic type
event (figure 7) that there was no news report about Taiwan‘s bidding success. In addition,
table 2 showed that there was no positive relevance between awards and news reports. And
promotions like mayor Chu Chen‘s trip to Tokyo was to no purpose for none of Japanese
news website reported it in English.
As to the content of the news, it supported Rivenburgh (2004)‘s first three viewpoints:
the well-designed shows in the opening and closing ceremony turned out to be interpreted
with simple words; two dramatic things (the main stadium and China‘s absence on both
opening and closing ceremony) attracted plentiful of news reports; sports news outnumbered
culture news (figure 8). Other important findings were foreign news such as those from
Ukraine and Pakistan would note China‘s sovereignty over Taiwan.
Did hosting the World Games improve Taiwan‘s image?
If examined with Buu‘s model of Taiwan‘s Public Diplomacy Strategy (figure 5.),
hosting the World Games 2009 fell to achieve its goal as a mega-event to implement public
diplomacy. The most vital dissemination of Taiwan‘s images lies on ―the story of mega-event.‖
This story was successfully presented both on the opening and closing ceremony. While
domestic news gave full coverage about the shows, foreign news reporters failed to receive
these images precisely, interpreting them to simply ordinary splendor without any keywords
of Taiwan‘s image and specific descriptions.
On the other hand, Taiwan successfully boosted its profile by hosting the World
Games, and its image was improved by the solar-powered stadium. As Rivenburgh (2004)
stated, the greenest sports stadium ever was indeed the object that would stick to this mega-
Taiwan‘s Mega-event
30
event abidingly. Therefore, KCG achieved to combine environmental technology and
architecture together with the World Games as a strategy to promote itself.
Although the World Games 2009 Kaohsiung was a tremendous success by its size and
scale and quality, Taiwan‘s image on the foreign perspectives still remains in a bind with
China. The cross-strait relation always hampers Taiwan‘s diplomacy. The global news reports
about the World Games 2009 cannot be cut off with the introduction of China‘s suppression
on Taiwan. Taiwan should go all out to break through this outdated image.
Implementing public diplomacy is just like running toward an endless end in a dessert.
It requires long-term and continued efforts. Without knowing how long you have succeeded
and how much ahead, you have to keep stepping and pushing yourself forward. I would not
say the more the better, but the better the better. Rather hosting many events, it would be
more visible to boost Taiwan‘s profile if one is done with extraordinary success.
To possess strong soft power, Taiwan still has a long way to go. The World Games
2009 Kaohsiung as Taiwan‘s first step toward hosting this Olympic type mega-event is
essential for the following ones to learn from. What could be concerned most in the future
study is whether holding these mega-events would actually improve Taiwan‘s image or in an
opposite way demolish it. Additionally, it would be both interesting and of much contribution
to conduct the comparison between the Taiwan‘s domestic news reports with the foreign ones.
On the whole, with limited time and space, the reason why Taiwan‘s images couldn‘t
be well interpreted on the news reports remains a question. It is no doubt that the Kaohsiung
City Government had made a tremendous success on hosting the games. While the World
Games is Taiwan‘s virgin Olympic type mega-event, there is still much for Taiwanese
government to learn and to accumulate experience. In the future blueprint of public diplomacy,
if Taiwan attempts to host a mega-event as a way to raise its visibility, host country should
make sure that the target audience comprehends the core story of the mega-event well and
thoroughly.
Hsien-Yu Chung
31
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Special news programme of the World Games 2009 Kaohsiung. Retrieved December 25,
2010
http://iservice.libertytimes.com.tw/2009/specials/2009worldgames/news.php?NENO=2
90368&TYNO=7
World Newspapers, Magazines, and News Sites in English. Retrieved December 25, 2010
http://www.world-newspapers.com/
Foreign news of World Games 2009 Kaohsiung (listed by country)
Australia
1. Aussies fight to retain lifesaving title (2009, July 26). Sydney Morning Herald Age,
The. Retrieved from http://news.smh.com.au/breaking-news-sport/aussies-fight-to-
retain-lifesaving-title-20090726-dxcr.html
2. Back injury ends Boswell's gold pursuit (2009, July 24). Sydney Morning Herald Age,
The. Retrieved from http://news.smh.com.au/breaking-news-sport/back-injury-ends-
boswells-gold-pursuit-20090724-dvg1.html
3. Magnay, Jacquelin (2009, July 18). At these Games, the hop, skip and sidestep is the
oddest event of all. Sydney Morning Herald Financial Review. Retrieved from
http://www.smh.com.au/sport/at-these-games-the-hop-skip-and-sidestep-is-the-oddest-
event-ofall-20091124-jfv7.html
4. Magnay, Jacquelin (2009, July 25). Behinds score highly in this brutal and enticing
martial art. Sydney Morning Herald Financial Review. Retrieved from
http://www.smh.com.au/sport/behinds-score-highly-in-this-brutal-and-enticing-
martial-art-20091124-jfv9.html
China
Taiwan‘s Mega-event
34
5. DPP Leader Comes With "New Voice" (2009, May 22). Beijing Review. Retrieved
from http://www.bjreview.com/headline/txt/2009-05/22/content_197103.htm
6. Kaohsiung Mayor Meets Shanghai Counterpart to Discuss Cooperation (2009, May
25). Beijing Review. Retrieved from http://www.bjreview.com/headline/txt/2009-
05/25/content_197199.htm
7. KMT Party Chief Visits Mainland (2009, May 27). Beijing Review. Retrieved from
http://www.bjreview.com/special/2009-05/27/content_197703.htm
8. Hu Meets KMT Chairman, Vows to Avoid 'Internal Struggle' (2009, May 26). Beijing
Review. Retrieved from http://www.bjreview.com/quotes/txt/2009-
05/27/content_197619.htm
9. Li, Li (2009, May 26). Goodwill Trip. Beijing Review. Retrieved from
http://www.bjreview.com/print/txt/2009-05/30/content_198049_2.htm
10. Free bus service during World Games (2009, July 8). China Daily. Retrieved from
http://www.chinadaily.com.cn/hkedition/2009-07/08/content_8390195.htm
11. Taiwan urged to cooperate more on solar power (2009, July 9). China Daily.
Retrieved from http://www.chinadaily.com.cn/hkedition/2009-
07/09/content_8398849.htm
12. No dengue fever threat ahead of World Games opening (2009, July 14). China Daily.
Retrieved from http://www.chinadaily.com.cn/hkedition/2009-
07/14/content_8423597.htm
13. First mainland team in Taiwan for World Games (2009, July 17). China Daily.
Retrieved from http://www.chinadaily.com.cn/china/2009-
07/17/content_8441807_3.htm
14. Yu, Xie (2009, May 28). Mainland open to DPP visits, plans trade tours. China Daily.
Retrieved from http://www.chinadaily.com.cn/china/2009-
05/28/content_7949878.htm
15. World Games 2009 kick off today (2009, July 16). China Daily. Retrieved from
http://www.chinadaily.com.cn/hkedition/2009-07/16/content_8433661.htm
16. World Games medals unveiled (2009, July 16). China Daily. Retrieved from
http://www.chinadaily.com.cn/hkedition/2009-07/16/content_8433664.htm
17. Games attract global TV audience (2009, July 23). China Daily. Retrieved from
http://www.chinadaily.com.cn/hkedition/2009-07/23/content_8461289.htm
Hsien-Yu Chung
35
18. Bodybuilding event at the 2009 World Games in Kaohsiung (2009, July 18). China
Daily. Retrieved from http://www.chinadaily.com.cn/china/2009-
07/18/content_8445905.htm
19. Yong, Liu (2009, July 17). Beijing, in Snub to Taipei, Boycotts a Sports Ceremony.
China Digital Times. Retrieved from http://chinadigitaltimes.net/2009/07/beijing-in-
snub-to-taipei-boycotts-a-sports-ceremony/
20. Hu meets KMT chairman, vowing to avoid 'internal struggle' (2009, May 26). China
Internet Information Center. Retrieved from
http://www.china.org.cn/government/news/2009-05/26/content_17840312.htm
21. Taiwan mayor channels port's knowledge (2009, May 28). China Internet Information
Center. Retrieved from http://www.china.org.cn/china/news/2009-
05/25/content_17829421.htm
22. Mayor pleads a case for visitors (2009, May 25). China Internet Information Center.
Retrieved from http://www.china.org.cn/travel/news/2009-
05/25/content_17829992.htm
23. KMT Party chief visits mainland (2009, May 26). China Internet Information Center.
Retrieved from http://www.china.org.cn/video/2009-05/26/content_17835699.htm
24. Mainland to join World Games 2009 in Taiwan (2009, May 23). China Internet
Information Center. Retrieved from http://www.china.org.cn/sports/news/2009-
05/23/content_17823359.htm
25. Cross-Straits mayors meet in Shanghai (2009, May 24). China Internet Information
Center. Retrieved from http://www.china.org.cn/china/news/2009-
05/24/content_17826061.htm
26. Kaohsiung mayor brings 'new voice' (2009, May 22). China Internet Information
Center. Retrieved from http://www.china.org.cn/pictures/2009-
05/22/content_17818132.htm
27. Kaohsiung mayor meets Beijing counterpart (2009, May 21). China Internet
Information Center. Retrieved from http://www.china.org.cn/china/news/2009-
05/21/content_17815632.htm
28. Yan (2009, July 18). Chinese Olympic Committee members arrive in Taiwan for
World Games. Xinhua. Retrieved from http://news.xinhuanet.com/english/2009-
07/18/content_11726755.htm
Taiwan‘s Mega-event
36
29. Lo, Christina (2009, July 17). Chinese delegation missing from opening ceremony of
World Games in Taiwan. Channelnewsasia.com. Retrieved from
http://www.channelnewsasia.com/stories/eastasia/view/443145/1/.html
Colombia
30. Roorda, Jonathan (2009, July 18). Colombia impresses at World Games. Colombia
Reports. Retrieved from http://colombiareports.com/colombia-news/sports/5057-
colombia-impresses-at-world-games.html
31. Roorda, Jonathan (2009, July 21). Cali to host 2013 World Games. Colombia Reports.
Retrieved from http://colombiareports.com/colombia-news/sports/5099-cali-to-host-
2013-world-games.html
Croatia
32. Anti-China Taiwan Official Makes Rare Beijing Trip. (2009, May 21) Dalje.
Retrieved from http://dalje.com/en-world/anti-china-taiwan-official-makes-rare-
beijing-trip/259642
Great Britain
33. Devon's Douglas Fordyce has won bronze in the acrobatic gymnastics at the World
Games in Kaohsiung, Taiwan. (2009, July 24). British Broadcasting Corporation
(BBC). Retrived from
http://news.bbc.co.uk/sport2/hi/other_sports/gymnastics/8167685.stm
34. Kwong, R. Bruning, M. & Salcedo, J. (2009, July 14). Port city bids to find a global
stage. Financial Times. Retrieved from http://www.ft.com/cms/s/0/a1373d4c-6d64-
11de-8b19-00144feabdc0.html#axzz1941EyDIM
35. Kwong, Robin (2009, July 15). Taiwan races against China shadow. Financial Times.
Retrieved from http://www.ft.com/cms/s/0/f7efb164-70d4-11de-9717-
00144feabdc0.html#axzz1940FeFBf
36. Jennings, Ralph (2009, July 12). Taiwan to host rival World Games in 2009. Reuters
UK. Retrieved from
http://uk.reuters.com/article/idUKT1285020080714?pageNumber=2
37. Jennings, Ralph (2009, July 24). Offbeat and quirky, World Games make their mark in
Taiwan. Reuters UK. Retrieved from
http://uk.reuters.com/article/idUKTRE56N2DI20090724
Hsien-Yu Chung
37
38. Solar-powered 'dragon' stadium is world's first to supply all its power needs from the
sun. (2009, May 14). Daily Mail. Retrieved from
http://www.dailymail.co.uk/sciencetech/article-1181327/First-solar-powered-stadium-
used-World-Games.html
39. Sui, Cindy (2009, May 19). Beating the recession in Taiwan. BBC. Retrieved from
http://news.bbc.co.uk/2/hi/asia-pacific/8048555.stm
40. Sui, Cindy (2009, July 16). China snubs World Games opening. BBC. Retrieved from
http://news.bbc.co.uk/2/hi/asia-pacific/8153144.stm
41. Taiwan's solar-powered stadium (2009, May 21). Guardian.co.uk. Retrieved from
http://www.guardian.co.uk/environment/gallery/2009/may/20/solar-power-taiwan-
stadium?INTCMP=SRCH#/?picture=347648295&index=1
42. Taiwan's solar stadium 100% powered by the sun (2009, May 21). Guardian.co.uk.
Retrieved from http://www.guardian.co.uk/environment/2009/may/20/taiwan-solar-
stadium?INTCMP=SRCH
Fiji
43. Peni back on the road (2009, July 18). Fiji Times. Retrieved from
http://www.fijitimes.com/story.aspx?id=125635
44. Singh, Indra (2009, July 20). Tani names squad. Fiji Times. Retrieved from
http://www.fijitimes.com/story.aspx?id=125853
45. Singh, Indra (2009, July 26). Tani's troops keep gold. Fiji Times. Retrieved from
http://www.fijitimes.com/story.aspx?id=126190
46. Your Fiji, Your Voice (2009, July 28). Fiji Times. Retrieved from
http://www.fijitimes.com/story.aspx?ref=archive&id=126277
France
47. China absent as World Games open in Taiwan (2009, July 18). Agence France Presse
(AFP). Retrieved from
http://www.intellasia.net/news/articles/society/111269781.shtml
48. Taiwan aims to impress with eco-friendly World Games (2009, July 16). Agence
France Presse (AFP). Retrieved from http://www.mb.com.ph/articles/211173/taiwan-
aims-impress-with-ecofriendly-world-games
49. World Games close with China no-show (2009, July 28). Agence France Presse
(AFP). Retrieved from
http://www.mb.com.ph/node/213121/files/horoscope/mbhoroscope.html
Taiwan‘s Mega-event
38
Germany
50. Athletic Firework Finale (2009, July 16). Spiegel. Retrieved from
http://www.spiegel.de/international/0,1518,636618,00.html
India
51. Ians (2009, July 23). World Games: Ghosal in last 8, Joshna loses in squash. Mid-Day.
Retrieved from http://www.mid-day.com/news/2009/jul/230709-SauravGhosal-
JoshnaChinnappa-2009KaohsiungWorldGames,squash.htm
52. Jennings, Ralph (2009, July 12). Taiwan to host rival World Games in 2009. Financial
Express. Retrieved from
http://uk.reuters.com/article/idUKT1285020080714?pageNumber=2
53. Kaohsiung disappointed with Chinese snub (2009, July 17). Indiaserver.com.
Retrieved from http://timesofindia.indiatimes.com/SPORTS/articleshow/4787978.cms
54. Pradesh, Uttar (2009, July 16). Uttar Pradesh body builder keenly awaits Taiwan
championship. News Track India. Retrieved from
http://www.newstrackindia.com/newsdetails/112018
55. Taiwan‘s Stadium is an ‗Eco-Venue‘ (2009, July 23). Mumbai Mirror. Retrieved from
http://www.mumbaimirror.com/index.aspx?Page=article§name=Tech%20-
%20TechTalk§id=7&contentid=2009052020090520025231869655f9505
56. World Games Closing Ceremony Boycotted By Chinese Athletes (2009, July 27).
Indiaserver.com. Retrieved from http://www.india-server.com/news/world-games-
closing-ceremony-boycotted-9631.html
Indonesia
57. Kaohsiung mayor visits Tokyo to promote the World Games 2009 (2009, March 5).
Antara. Retrieved from
http://www.antaranews.com/en/view/?i=1236240266&c=NWR&s=
58. Kaohsiung Still Hoping Games Can Boost Its Profile (2009, May 14). Jakarta Globe.
Retrieved from http://www.thejakartaglobe.com/justAdded/kaohsiung-still-hoping-
games-can-boost-its-profile-/276194
59. Enav, Peter (2009, July 16). Chinese Ruffle Feathers With Ceremony Boycott. Jakarta
Globe. Retrieved from http://www.thejakartaglobe.com/sports/chinese-ruffle-feathers-
with-ceremony-boycott/318548
Hsien-Yu Chung
39
60. Gold, Bronze Lift Indonesian Spirits In Kaohsiung (2009, July 27). Jakarta Globe.
Retrieved from http://www.thejakartaglobe.com/sports/gold-bronze-lift-indonesian-
spirits-in-kaohsiung/320506
61. World Games open in Taiwan; China in the spotlight (2009, July 16). The Jakarta
Post. Retrieved from http://www.thejakartapost.com/news/2009/07/16/world-games-
open-taiwan-china-spotlight.html
Iran
62. Iran Zahra Karimi wins wushu gold (2009, July 24). Press TV. Retrieved from
http://edition.presstv.ir/detail/101533.html
Oman
63. China to skip World Games ceremony (2009, July 17). Oman Tribune. Retrieved from
http://www.omantribune.com/index.php?page=news&id=51813&heading=News%20i
n%20Detail
Pakistan
64. Faisalabad (2009, March 26). Pakistan handball team qualifies for world Games 2009.
Associated Press of Pakistan (APP). Retrieved from
http://app.com.pk/en_/index.php?option=com_content&task=view&id=71769&Itemid
=2
65. Islamabad (2009, July 10). Beach handball team to compete in World Games. Dawn.
Retrieved from http://news.dawn.com/wps/wcm/connect/dawn-content-
library/dawn/the-
newspaper/sport/beach+handball+team+to+compete+in+world+games
66. Islamabad (2009, July 10). Pakistan handball squad named for World Beach Games.
Nation. Retrieved from http://www.nation.com.pk/pakistan-news-newspaper-daily-
english-online/Sports/10-Jul-2009/Pakistan-handball-squad-named-for-World-Beach-
Games
67. Tug-of-war pulling for Olympic return (2009, July 20). Dawn. Retrieved from
http://news.dawn.com/wps/wcm/connect/dawn-content-library/dawn/the-
newspaper/sport/tugofwar-pulling-for-olympic-return-079
Philippines
68. Benardino, Marlon (2009, July 24). Didal enters quarters in World 9-Ball tilt. ABA-
CBN News. Retrieved from http://www.abs-cbnnews.com/sports/07/24/09/didal-
enters-quarters-world-9-ball-tilt
Taiwan‘s Mega-event
40
69. Benardino, Marlon (2009, July 24). Lone Filipino secures q‘ finals berth. Inquirer.net.
Retrieved from http://globalnation.inquirer.net/cebudailynews/sports/view/20090724-
217013/Lone-Filipino-Didal--secures-qfinals-berth>
70. Liza cops bronze in World Games (2009, July 23). Philippine Star. Retrieved from
http://www.philstar.com/Article.aspx?articleid=489358
71. Yeh, Benjamin (2009, July 15). Taiwan boasts of eco-friendly World Games.
Inquirer.net. Retrieved from
http://sports.inquirer.net/breakingnews/breakingnews/view/20090715-215544/Taiwan-
boasts-of-eco-friendly-World-Games
Russia
72. Russia is first in a boat race at World Non-Olympic Games (2009, July 17). Radio
Voice of Russia. Retrieved from http://english.ruvr.ru/2009/07/17/270738.html
Singapore
73. China boycotts World Games (2009, July 16). Straits Times. Retrieved from
http://www.straitstimes.com/Breaking+News/Sport/Story/STIStory_404101.html
South Africa
74. SA Sevens stay unbeaten in Taiwan (2009, July 24). IOL. Retrieved from
http://www.iol.co.za/sport/sa-sevens-stay-unbeaten-in-taiwan-1.604459
75. Three medals for team South Africa (2009, July 27). IOL. Retrieved from
http://www.iol.co.za/sport/three-medals-for-team-south-africa-1.604524
76. Sevens glory beckons for SA (2009, July 11). Sevens. Retrieved from
http://www.sport24.co.za/Rugby/Sevens/Sevens-glory-beckons-for-SA-20090711
South Korea
77. Taiwan Prepares to Host World Games in 2009 (2008, October 9). Korea Times.
Retrieved from
http://www.koreatimes.co.kr/www/news/nation/2010/02/116_32405.html
Ukraine
78. China Post: Ukraine team wins big in powerlifting (2009, July 27). Kyiv Post.
Retrieved from http://www.kyivpost.com/news/nation/detail/45946/
Hsien-Yu Chung
41
79. Ukraine among 5 best at World Games 2009 in Kaohsiung (2009, July 27). Ukrinform.
Retrieved from
http://www.ukrinform.ua/eng/order/?id=165839&ulq=taiwan%20world%20games
80. Ukrainian athletes take two medals at World Games 2009 in Kaohsiung Wednesday
(2009, July 23). Ukrinform. Retrieved from
http://www.ukrinform.ua/eng/order/?id=165576&ulq=taiwan%20world%20games
81. Ukraine's athletes win 81 licenses to partake in 8th World Games 2009 Kaohsiung
(2009, July 26). Ukrinform. Retrieved from
http://www.ukrinform.ua/eng/order/?id=152358&ulq=taiwan%20world%20games
82. Ukraine's acrobats grab three medals at World Games 2009 in Kaohsiung (2009, July
22). Ukrinform. Retrieved from
http://www.ukrinform.ua/eng/order/?id=165484&ulq=taiwan%20world%20games
83. Ukraine's bodybuilding team wins 5 medals at World Games 2009 in Kaohsiung (2009,
July 20). Ukrinform. Retrieved from
http://www.ukrinform.ua/eng/order/?id=165325&ulq=taiwan%20world%20games
United Arab Emirates
84. Fonseca, Duane (2009, July 11). Shebab puts up brave fight against Trump in
SangSom. Gulf News. Retrieved from http://gulfnews.com/sport/other-sports/shebab-
puts-up-brave-fight-against-trump-in-sangsom-1.500915
85. Fonseca, Duane (2009, July 2). Shehab hoping for 6-Red Grand Prix win. Gulf News.
Retrieved from http://gulfnews.com/sport/other-sports/shehab-hoping-for-6-red-grand-
prix-win-1.499761
86. Thekkepat, Shiva Kumar (2009, June 25). Cue to win!. Gulf News. Retrieved from
http://gulfnews.com/life-style/people/cue-to-win-1.26130
United States of America
87. Adams, Jonathan (2009, July 17). Beijing, in Snub to Taipei, Boycotts a Sports
Ceremony. New York Times. Retrieved from
http://www.nytimes.com/2009/07/17/world/asia/17taiwan.html?_r=1&scp=11&sq=ka
ohsiung&st=cse
88. Carlson, Rich (2009, March 26). Kaohsiung,Taiwan stadium designed by Toyo Ito
opens this week for World Games...we're talkintravel. San Francisco
Examiner. Retrieved from http://www.examiner.com/international-travel-insights-in-
Taiwan‘s Mega-event
42
national/kaohsiung-taiwan-stadium-designed-by-toyo-ito-opens-this-week-for-world-
games-we-re-talkintravel
89. Enav, Peter (2009, July 16). China boycotts opening of World Games in Taiwan.
Seattle Times. Retrieved from
http://seattletimes.nwsource.com/html/nationworld/2009482577_apastaiwanchinaworl
dgames.html
90. Har, Janie (2009, July 15). Mayor Adams in Taiwan, a Buddhist blessing to boot.
Portland Oregonian. Retrieved from
http://blog.oregonlive.com/portlandcityhall/2009/07/mayor_adams_in_taiwan_a_budd
hi.html
91. Larabee, Mark (2009, July 8). Adams will make goodwill trip to Taiwan. Portland
Oregonian. Retrieved from
http://blog.oregonlive.com/portlandcityhall/2009/07/adams_will_make_goodwill_trip.
html
92. Morris, Sidra (2009, July 15). Outside the World Games: What to see in Kaohsiung,
Taiwan. San Francisco Examiner. Retrieved from http://www.examiner.com/living-
abroad-in-national/outside-the-world-games-what-to-see-kaohsiung-taiwan
93. Morris, Sidra (2009, July 23). World Games's Opening Ceremony a success though
China is notably absent. San Francisco Examiner. Retrieved from
http://www.examiner.com/living-abroad-in-national/world-games-s-opening-
ceremony-a-success-though-china-is-notably-absent
94. Morris, Sidra (2009, July 26). Kaohsiung World Games 2009: A vacation you don't
want to miss. San Francisco Examiner. Retrieved from
http://www.examiner.com/living-abroad-in-national/kaohsiung-world-games-2009-a-
vacation-you-don-t-want-to-miss
95. Ouroussoff, Nicolai (2009, July 15). Stadium Where Worlds Collide, Humanely. New
York Times. Retrieved from
http://www.nytimes.com/2009/07/16/arts/design/16stadium.html?_r=1&scp=1&sq=th
e%20world%20games%20taiwan&st=cse
96. Ouroussoff, Nicolai (2009, July 16). Toyo Ito. New York Times. Retrieved from
http://topics.nytimes.com/topics/reference/timestopics/people/i/toyo_ito/index.html?sc
p=2&sq=kaohsiung%20the%20world%20games&st=cse
97. The 2009 World Games in Kaohsiung, Taiwan (2009, July 30). Boston.com. Retrieved
from
Hsien-Yu Chung
43
http://www.boston.com/sports/blogs/bigshots/2009/07/the_2009_world_games_in_ka
ohsi.html
98. Wade, Stephen (2007, April 24). All the world's a stage at this sports convention. San
Diego Union-Tribune. Retrieved
fromhttp://www.signonsandiego.com/sports/20070424-1146-oly-sellingsports.html
99. Yuan, Elizabeth (2009, July 17). Taiwan kicks off eco-friendly World Games. Cable
News Network (CNN). Retrieved from
http://edition.cnn.com/2009/SPORT/07/16/world.games/index.html
100. Flannery, Russell (2009, July 20). Sport Beats Export Blues In Kaohsiung.
Forbes.com. Retrieved from http://www.forbes.com/2009/07/20/world-games-taiwan-
business-billionaires-kaohsiung.html
101. World Games bring spotlight to southern Taiwan (2009, April 3). Reuters (U.S.).
Retrieved from http://blogs.reuters.com/sport/2009/04/03/world-games-bring-
spotlight-to-southern-taiwan/
Taiwan‘s Mega-event
44
Annex
Appendix I