Lukewarm Nationalism: The 2020 Tokyo Olympics, Social Media and Affective Communities

Abstract

This article considers the way in which a new nationalism is being created in the age of the Internet and social media by looking at the 2020 Tokyo Olympic Games and other Games in the past. The development of media technology from film, radio, and television to the Internet and social media has changed the character of the Olympic Games as media event. It has been argued that these developments have created a shared consciousness, a sense of belonging and enthusiastic nationalism in the age of modern nation‐state. While the spread of the Internet and social media was originally expected to contribute to globalization or to the emergence of global citizens in a global village, as McLuhan once predicted, it seems that the world is more divided, fragmented, and fluid than ever. At the same time, the digital media organize various layers of community not only by ideology but also by affect: affective communities. This often leads to the rise of chauvinistic nationalism in developed countries. With reference to McLuhan's famous argument on hot and cool media, the article tries to examine the character of contemporary lukewarm nationalism in the age of digital media.