Watching The Olympics Through The Eyes Of Chinese Youth
Posted by anastasia on 08-07-2008
Lisa from China Youthology (a company that works on consumer insights for marketing, communication, and product design targeting the youth in China market) emailed to let me know about a series of blog posts they are planning that will focus on "the views of Chinese youth on the Olympic games, nation, and sports, their media behavior of watching the games, and their reaction to the great deal of Olympic related marketing and PR activities." They kicked off the series with an interesting background post focusing on fundamental changes in the beliefs and values of Chinese youth including: higher national pride and growing awareness of social responsibility. I found the dramatic role of the recent devastating earthquake in her background post particularly interesting as it related to higher national pride:
A new impression about government: since of time of Mao, perhaps China first time sees the affection of youth in their government leaders during the earthquake. 'Take good care of yourself, dear Grandpa Wen (Wen Jiabao, Premier)' gained extrodinary popularity on the online forums, facebook walls, etc.
And growing awareness of social responsibility:
Gaining awareness of the social responsibility of corporate: the success of the earthquake PR of Wang Laoji (a local ready-to-drink beverage, donated RMB 100 millions), youth's dissatisfaction with some giant international brands in their indifference in the China's big disaster…
Should be an interesting series of posts…
(Olympic volunteers; photo from Xinhua net)
Sorta related: ReadWriteWeb is examining the role of web tech/social media in the Olympics.
August 7th, 2008 at 10:39 am
Hey Anastasia!
It's Davina in Atlanta. I met you 3 years ago in Atlanta. (I was going through my cards and came accross yours…I can't believe its been three years!) But since its been that long, I figured may not be at Current any more. That's when I found you here.
This is a great site. I love your work.