The Olympic stage as an arena to display soft power

The Olympic Games, conceived as a celebration of human athleticism, epitomize the original Olympic motto: Citius, Altius, Fortius — Faster, Higher, Stronger.  These three words were first expressed by Dominican priest Henri Didon at a school sports event in 1881 and later adopted by Pierre de Coubertin in 1894 with the launch of the Olympic Movement. They encapsulate the spirit of the Games, symbolising the pursuit of excellence and the relentless drive to surpass human limits.  

On July 20, 2021, the International Olympic Committee approved a meaningful change to the motto - the word “together” after an en dash. The new motto is now Latin “Citius, Altius, Fortius – Communiter” and in English “Faster, Higher, Stronger – Together.” This change acknowledges the unifying power of sport and the importance of solidarity.  

Yet, beyond the triumphs and heartbreaks of sporting competition, the Olympics have become a powerful tool of soft power, where nations leverage the global stage to project influence, advocate for ideologies, and engage in diplomatic dialogue. 

The Rise of Olympic Soft Power 

From its inception, the Olympics has carried a vision of global unity and peaceful competition. However, this ideal has often been interwoven with the political aspirations of host nations and participating countries. The games have evolved into a platform where the soft power of sports intersects with the hard realities of global politics. 

Historical Context and Political Influence 

The 1936 Berlin Olympics serve as a prime example of how the games can be co-opted for political purposes. Hosted by Nazi Germany, these Games were used by Adolf Hitler as a propaganda tool to promote Aryan supremacy. Despite the success of the event from the host nation's perspective, it also sparked international condemnation and increased awareness of Nazi atrocities. This manipulation of the Olympic stage underscored the potential of the Games to influence global perceptions. 

The 1968 Mexico City Olympics highlighted the power of individual athletes to make political statements. The iconic Black Power salute by Tommie Smith and John Carlos during the medal ceremony became a potent symbol of the civil rights movement. Their silent protest against racial inequality in the United States turned the Olympic podium into a platform for social change, demonstrating the games' role in amplifying voices for justice and equality. 

Cold War Era and Ideological Battles 

The Cold War era saw the Olympics becoming a battleground for ideological supremacy. The 1980 Moscow Olympics were marked by a mass boycott led by the United States in protest against the Soviet invasion of Afghanistan. This boycott not only highlighted the intense ideological conflicts of the time but also displayed how the Olympics could be used as a tool of soft power to make political statements on the global stage. 

In retaliation, the Soviet bloc nations led a boycott of the 1984 Los Angeles Olympics. This tit-for-tat manoeuvre further amplified the Cold War divide and demonstrated the use of the Olympics to project ideological stances. The Games, meant to encourage international cooperation, instead mirrored the geopolitical rifts that defined the era. 

Modern Controversies and Advocacy 

In more recent times, the Olympics have continued to be a focal point for political activism and soft power displays. The 2008 Beijing Olympics were marred by controversies over China's human rights record, with protests and calls for boycotts emerging from various quarters. The Games, intended to display China's rising global stature, also highlighted the international community's concerns about its domestic policies. 

The 2014 Sochi Olympics brought issues of human rights and LGBTQ+ rights to the fore, with significant international criticism directed at Russia. These controversies underscored the ongoing global struggles for equality and human rights, using the Olympic stage to draw attention to these critical issues and pushing the world to engage in dialogues for change. 

The Challenges of Diversity and Inclusion 

The Olympics have faced criticism regarding diversity and inclusion, reflecting broader societal challenges. Issues such as the underrepresentation of athletes from certain regions and backgrounds, gender equality, and the sexualization of women's sports attire have been subjects of ongoing debate. The Olympic movement has made efforts to address these challenges, but the journey towards full inclusivity and equality remains long. 

The Olympics are a microcosm of the world we live in. The political, social, and cultural forces that shape our societies are inevitably reflected in the global gathering of athletes. As such, the Games will always be more than just a sporting spectacle. They are a platform for dialogue, a catalyst for change, and a mirror reflecting the aspirations and challenges of our time. 

The future of the Olympics will undoubtedly be shaped by the evolving global landscape. As the world becomes increasingly interconnected and polarized, the Games will continue to be a stage for both celebration and contestation. It is imperative that the Olympic movement strives to uphold the ideals of fair play, respect, and unity while remaining attuned to the realities of the world beyond the stadium. In doing so, the spirit of Citius, Altius, Fortius — Communiter - Faster, Higher, Stronger — Together will continue to inspire not only athletes but also societies to reach their fullest potential. The Olympics, as a powerful tool of soft power, will remain a significant force in shaping global discourse and fostering international cooperation.