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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Additional Information

ISSN
1531-4715
Print ISSN
1054-2043
Pages
pp. 113-130
Launched on MUSE
2012-05-17
Open Access
No
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