Abstract
London 2012 was a contradiction of Kipling's meretricious couplet about East and West. What was the response of the East, specifically the South Korean media, to London's selection as the host city of the 2012 Olympics? Furthermore, what were the various viewpoints of the South Korean media regarding the significance of London hosting the Olympic Games hard on the heels of the Beijing Olympics? Answers to these questions can provide insights into the geopolitics and politics of modern South Korea, which has very different relationships with China and Britain. An analysis, macroscopic and microscopic, in terms of politics, economics and culture, of media reactions in South Korea to the Olympics of the two nations can provide illuminating insights into a sports mega-event as an instrument of soft power.
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