PARİS 2024 OLİMPİYAT OYUNLARI AÇILIŞ TÖRENİ: ULUS MARKALAMA VE KAMU DİPLOMASİSİNİN MEDYA YANSIMALARI

Öz

Mega spor etkinlikleri, ülkelerin uluslararası kamuoyunda olumlu imaj yaratmaları ve iyi diplomatik ilişkiler geliştirmelerinde önemli bir potansiyele sahiptir. Araştırma, Paris 2024 Olimpiyat Oyunları açılış töreninin Türk medyasındaki yansımalarını, ulus markalama ve kamu diplomasisi perspektifinden incelemeyi amaçlamaktadır. Analiz iki bölümden oluşmaktadır: medyada en sık yer verilen bölümlerin incelendiği ‘medya ilgisi’ ve haberlerde yansıtılan hangi tutumun incelendiği ‘medya tutumu’. Haber içeriklerinde, ‘nötr’, ‘olumlu’ ve ‘olumsuz’ olarak 3 temaya ayrılan, toplamda 20 örüntü kodu ve 185 betimsel kod, 2004 kez kullanılmıştır. Bulgulara göre, Fransa’nın bu törenle, hem kültürel mirasını hem de modern kimliğini ön plana çıkarmaya çalıştığı görülmektedir. Ülke, tarihi ve kültürel zenginliğini etkili bir şekilde sergilerken, özellikle sanatsal programda kullanılan dini semboller üzerinden sıkça tartışma konusu olmuştur. Sonuç olarak, açılış töreni, Fransa’nın ulus markalama ve kamu diplomasisi bağlamında kendini yeniden tanıtma çabalarının bir parçası olarak görülmektedir. Ancak, Türk medyasındaki yansımalar ve uluslararası basındaki eleştiriler, bu stratejilerin her zaman olumlu sonuçlar vermediğini göstermektedir. Spor, kamu diplomasisi ve ulus markalama süreçlerinde güçlü bir araç olmasına rağmen, stratejik hatalar, ev sahibi ülkenin imajına zarar verebilir.

Anahtar Kelimeler

• Paris 2024
• Olimpiyat oyunları
• açılış töreni
• ulus markalama
• kamu diplomasisi

PARIS 2024 OLYMPICS OPENING CEREMONY: MEDIA REFLECTIONS ON NATION BRANDING AND PUBLIC DIPLOMACY

Abstract

Mega sporting events hold significant potential for nations to create a positive international image and foster strong diplomatic relations. This research aims to examine the reflections of the Paris 2024 Olympic Games opening ceremony in Turkish media from the perspectives of nation branding and public diplomacy. The analysis is divided into two parts: 'media interest,' which examines the most frequently covered segments, and 'media stance,' which assesses the attitudes reflected in the news. The content was coded into three themes—'neutral,' 'positive,' and 'negative'—with a total of 20 pattern codes and 185 descriptive codes used 2004 times. Findings indicate that, through this ceremony, France sought to highlight both its cultural heritage and modern identity. While the country effectively showcased its historical and cultural richness, the use of religious symbols in the artistic program sparked controversy. Ultimately, the opening ceremony is seen as part of France’s broader efforts to rebrand itself through nation branding and public diplomacy. However, Turkish media reflections and international press critiques reveal that these strategies did not always yield the desired outcomes. Despite the power of sport as a tool in public diplomacy and nation branding, strategic errors can damage the host country's image.

Keywords

• Paris 2024
• Olympics
• opening ceremony
• nation branding
• public diplomacy
• culture

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