What does this research mean for the field?

The Paris 2024 Opening Ceremonies utilized distinct symbolic strategies for diversity messaging that sparked both admiration and ideological polarization, highlighting the complexities of using mega-events for soft power and cohesive national identity projection in a fragmented world. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

This research investigates how France's Olympic and Paralympic Opening Ceremonies communicated diversity and inclusion in a polarized context.

June 6, 2026Place Branding and Public DiplomacyOpen Access

Dancing on the Seine: Soft Power, Diversity, Inclusion, and the "Woke" Controversy at the Paris 2024 Opening Ceremony

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Authors

PGPablo Gómez-Iniesta APAthanasios Pappous

Discussion

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Overview

Comparative analysis reveals how diversity and inclusion messages shape perceptions in mega-events, highlighting challenges in a polarized society.

Key Points

This research investigates how France's Olympic and Paralympic Opening Ceremonies communicated diversity and inclusion in a polarized context.
Conducted a comparative analysis of Olympic and Paralympic Opening Ceremonies
Employed multimodal and semiotic analysis of visual-cultural texts
Utilized critical discourse analysis to explore public reception through media and social networks
Diversity messaging in both ceremonies revealed distinct symbolic strategies and public reactions.
The portrayal of 'woke ideology' sparked mixed audience responses, reflecting ideological divisions.
The analysis provides insights into the complexities of national identity presentation during mega-events.

Cite This Study

Gómez-Iniesta et al. (2026) studied this question.

synapsesocial.com/papers/6a23bb2071a5da9775e76bd7 https://doi.org/10.1057/s41254-026-00440-w

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June 6, 2026Place Branding and Public DiplomacyOpen Access

Dancing on the Seine: Soft Power, Diversity, Inclusion, and the "Woke" Controversy at the Paris 2024 Opening Ceremony

View Full Paper

Ask AI

Bookmark

Authors

PGPablo Gómez-Iniesta APAthanasios Pappous

Discussion

Member takes

Overview

Comparative analysis reveals how diversity and inclusion messages shape perceptions in mega-events, highlighting challenges in a polarized society.

Key Points

This research investigates how France's Olympic and Paralympic Opening Ceremonies communicated diversity and inclusion in a polarized context.
Conducted a comparative analysis of Olympic and Paralympic Opening Ceremonies
Employed multimodal and semiotic analysis of visual-cultural texts
Utilized critical discourse analysis to explore public reception through media and social networks
Diversity messaging in both ceremonies revealed distinct symbolic strategies and public reactions.
The portrayal of 'woke ideology' sparked mixed audience responses, reflecting ideological divisions.
The analysis provides insights into the complexities of national identity presentation during mega-events.

Cite This Study

Gómez-Iniesta et al. (2026) studied this question.

synapsesocial.com/papers/6a23bb2071a5da9775e76bd7 https://doi.org/10.1057/s41254-026-00440-w

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