Public diplomacy, international news media and London 2012: cosmopolitanismTM

This article investigates the nature of cosmopolitanism in the production and reception of public diplomacy discourse surrounding London 2012. It focuses on three actors: the UK Government, the International Olympic Committee and the international news media. It finds that UK public diplomacy actors and their partners were focused more on the promotion of a competitive identity, albeit a cosmopolitan one, than engagement. It argues that the cosmopolitanism evident in the discourse was a form of branded cosmopolitanism, and, ultimately, this limited the success of UK public diplomacy in achieving its aims. This style of communication – that was evident across the discourse surrounding London 2012 – was exclusionary of key actors to UK public diplomacy objectives. Applying a form of critical discourse analysis, the ideology surrounding the Olympic ideal is revealed as significant to maintaining uncritical acceptance of exclusions and conspicuous contradictions.