It's hard to love a machine

Seems I have the Olympic Blues.

Since as far back as I can remember, the Olympics were a magical event...and they were really the only "world event" I knew growing up in America (when you grow up in America, you're basically focused on America).

But the Olympics were different.

As my momma would tell me "The Olympics are so very special because once every four years the whole world comes together--in a different place in the world each time--and even though all those countries, cultures and people may be different, and may believe in different things, for a few weeks they are united by the same dream."

Yup, magical.

And my family and I would watch the newscasts of each host city fervently preparing their Olympic Plazas and grand plans. That torch always amazed me as I would incessantly ask, "Are you sure, I mean are you totally-100%-absolutely-positively sure that flame does NOT go out between games? Does someone sit and watch that flame all day and night? How are we sure that flame has never, ever gone out?"

(Bless my parents for putting up with me)

Then on opening night we would gasp and cry watching all those countries, all those flags and all those athletes walking into the games together. Because just as momma said, humanity was united, if even for a few weeks every few years.

But the Beijing Olympics aren't a dream. Read any of the reports and it's just a nightmare.

When we talk these Olympics, we don't talk the world coming together. We talk China. And the talks naturally give way to the cruelty in Tibet, the videos of pollution that, if anything, should make L.A. feel great about it's "light fog", the shutting down of factories so that the smog can clear (which just makes me wonder how many people will be losing wages) and the deep censorship imposed on journalists.

It doesn't feel like the games. Because the build-up doesn't reflect any of the humanity that make the games so moving.

It sure doesn't feel magical. It feels like a machine.

And it's hard to love a machine.

Seems there have been many wasted opportunities on the road to the Beijing Olympics--which is too bad since China has invested greatly for those opportunities. A terrific assessment of this from a PR perspective is right here (I highly encourage the read).

Alas I will hopefully be very happy once the games begin. But I sure miss that feeling of anticipation--and that feeling of humanity. No doubt I'll be watching. And yes, a little part of me will still be that kid wondering if that flame has ever gone out.

The one thing that has gotten it right are these terrific Visa commercials. Listen to the words, they're what the Olympics are really about. (RSS and email subscribers please click through to view)

Comments

[Paul Soldera]

Hey CK,

I think there are some distorted perspectives on all sides here. The Chinese government desperately wants to use the Olympics as a sort of 'coming out' party and a strong reference point on it's way to a modern global power. As such, it's efforts have been to try and make it look as if everything is clean, modern, comfortable, not-in-strife, etc. This stems deeply from the Chinese need to save-face.

But in doing so, they have made themselves an easy target. Western media jumps on all the 'face-saving' measures and calls them shallow, simplistic, useless, totalitarian, etc. etc. And they have a point. But it's an easy story. The harder story is to try and explain how China got to this position. That's a 100 year tale of strife, unbelievable hardship, overcoming amazing odds, hard work, destruction, torment, triumph. The magic you seek is in that story. And the government that rules over these people at the beginning of the 21st century is only one chapter of it.

The Chinese PR machine will never tell that story because it's an admission of less than perfection. The Western media will never tell it because it can't be squeezed into 30secs and all anyone seems interested in is pollution.

It's sad. It's an amazing country, and an amazing people.

[CK]

@Paul: "The harder story is to try and explain how China got to this position. That's a 100 year tale of strife, unbelievable hardship, overcoming amazing odds, hard work, destruction, torment, triumph. The magic you seek is in that story. And the government that rules over these people at the beginning of the 21st century is only one chapter of it."

Beautiful comment, thank you.

Yes, this is the story I seek, and the one that would better educate the world. And yes, it's a hard story to tell due to the reasons you state of it not being easily packaged into 30-seconds and it's not always pretty (to your point of making China vulnerable). But the great story is how China is working to become a world player—and that’s the reason behind all they’re doing, including hosting the Olympics. And these things are to be commended.

The fact is, the world needs China to be a world player (though not everyone understands this). And it’s a tough path—but it’s one that China sees as so very much worth it. I wish THAT story were more front and center; it's more human (less machine). It seems to be what they were going after since their Olympic slogan is “One World One Dream”.

PS: Btw, I think you'd love that book I've been raving about ("The Post-American World"). The author does a great job of telling some of China's recent story, as well as other rising markets. I'd love your take being you have the perspective of having lived in several countries.
http://www.ck-blog.com/cks_blog/2008/06/this-marketer-r.html

[Paul Soldera]

Just ordered it from Amazon. Will post a review when done.

[Stephen Denny]

ck:

Two thoughts --

One: the Olympics aren't games anymore. Try running a promotion or an ad that even looks like people are sweating during the Olympiad and you'll get sued by the thugs from the US Olympic Committee. Crime families are easier to deal with.

Two: China is a real power in the world, economically and politically, not to mention athletically. It makes sense to host the Olympics in a country like China. Their lack of a clean human rights, intellectual propoerty, or social justice record puts them in stark contrast with much of the developed world -- but much, if not most, of the planet is run this way. In a time when much of the world looks so askance at the US, resetting our collective frame of reference provides an interstingly fresh perspective.

Three (a bonus! for better or worse): the politics and economics of sports-as-entertainment makes the Olympics a showcase of world marketing, so let's pay attention! If your brand wants to penetrate the China market -- a vibrant, upscale nation of about 200 million people (don't worry about the other 1.4 billion) -- you spent the seven plus figure budget to be there.

So let's enjoy the games, hold our noses when we need to, and hopefully see non-doped athletes break records.

[Philippe]

I'm watching the opening ceremony. When the ceremony started, the first word that came to my mind was "Nuremberg". I know it's totally incorrect to compare both events. it was just a spontaneous association.

[S. Neil Vineberg]

CK,

As you know I have written on my blog to raise awareness of China related to their horrible record of human rights in Tibet and their poor food processing industry oversight especially related to Apple Juice concentrate.

When I was a kid growing up (and this will age me), I was told to be afraid of the Russians because they were the "enemy." After Gorbachev opened things up (and I met him personally as you know), I became friends with many Russians. And they're the greatest people in the world. Kind, fun, and intelligent.

I think it is the same with the Chinese people, and I know several folks from the mainland. China has made incredible progress from the days of Chairman Mao. Heck, they manufacture just about everything in my home, including the computer I'm typing on. Politically, they're quite heavy handed. But they're a robust, developing economy and a world player.

Still, I am not really anticipating the Games. And I think world citizens should have penalized at least one of the Olympics sponsors for the Tibet human rights abuses.