Representing the opening ceremony: Comparative content analysis from USA, Brazil, UK and China

This study provides a comparative analysis of the international broadcasts of the opening ceremony and the multiple interpretations of it in terms of the adaptation of the host broadcaster and the comments of domestic broadcasters on the Beijing Olympics. Analysis of the production and interpretation of the Olympic ceremony is of interest to communication studies and provides an insight into the role of mega-events in globalization processes and opportunities for intercultural exchange and understanding. These contents will be determined through a process of negotiation between stakeholders at local and international levels with different political, economic, social and cultural aims. Through this content analysis the Olympic ceremonies are identified as constructed communication spaces that combine universal humanistic messages, Olympic protocol and discourse, displays of nationhood, and global and local cultural contents. Reflections are made by way of conclusion to identify the challenges facing the ceremonies’ organizers for Beijing 2008 and how threats to intercultural understanding could be tackled.