restricted access "Brand China" on the World Stage: Jingju, the Olympics, and Globalization
Abstract

Leading up to the 2008 Beijing Olympics, multinational corporations such as McDonald's exploited jingju (Beijing opera) as an internationally legible marker of "Chinese-ness." Though jingju received muddled exposure in the Olympics opening ceremony, post-Olympic deployments prove it persists as a central component of an emerging "Brand China" that emphasizes the synthesis of traditional and 21st-century elements.


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