Yesterday was a mix of feelings in China. I am sure you have been reading the news, reading about how China's biggest star limped off the track, stepping on the hearts of over a billion people on the way to the locker room. What happened is too interesting to not blog about. Not because a star athlete decided to call it quits in the name of a legitimate injury, but because of the meaning and implication of it all. Some people forget that people make mistakes and aren't God. This is especially true for Liu Xiang, China's numero uno Olympic athlete. Bar none. This 25 year-old hurdler has been elevated to a status of super-super star, thrust into the hearts and hopes of most Chinese, thanks to a combination of brand sponsorship and national pride.
It is difficult for a westerner to understand the importance of the Olympics to the Chinese. Someone asked me, 'how do you justify spending 100 million on an opening ceremony while the majority of rural poor live off less than 2 dollars a day?' to which I wanted to answer, 'well, the poor bloke in the countryside is most likely not thinking about this, but catching the China-US basketball game as we speak.' Although probably not the answer sought, I believe this is true. The Olympics are more than an expensive international event for China. They are a symbol that the country has arrived. It is a chance for the people to show what they are made of. Many of us forget that China has been open to the West through diplomatic relations and economic reforms for only 30 years. Chinese a generation above me will recall Nixon's historic visit, while my generation wears stilletos, listens to hip hop and speaks at least two languages.
Back to Liu Xiang and what this all means for communications. Imagine with me for a moment, taking the spirit and hopes of nearly 1 billion people (there must a few million Chinese that don't have T.V.) and condensing them into a liquid and anointing one man - the hope of a nation. And, then, that man walks off the stage. And, remember, there is another 23 year-old man from another nation that is basking in the victory of 8 consecutive gold medals.
Immediately after Liu Xiang left the match, his coach and another held a press conference, filled with tears, explaining the runner was suffering injuries, but hoped it wouldn't affect today's run. Interestingly, Liu Xiang was nowhere to be found. How did the Chinese public feel about listening to the two coaches' explanation? Some comments I heard include 'such a coward. He should study Michael Phelps.' 'This press conference was planned. look at how quickly he left the track, and how quickly they set up the conference.' 'Why didn't he run? Even if he fell over the hurdles in pain, who cares? That is honorable!' Also, 'His fame is built from sponsorship. Too hungry for fame and money. You see? Not fit for the real challenge.'
These were just from people I know. Comments online were even fiercer, ranging from sarcastic to fiercely bitter. Yet, running searches in official online Chinese media revealed nothing negative. Mostly sympathy. Foreign media, for the most part, was also sympathetic, taking an observor's stance, recognizing he had an injury. Yet, the disappointment of many people - both who I knew and heard on the street and in online forums - was undeniable. This led me to two interesting reflections regarding current communications in China. Whenever I want strong opinion, I search one of the several online forums or blogs. Online forums are a huge way of getting to how people really feel about a timely issue, especially younger people.
Secondly, some PR principles hold true no matter which country or culture you are in. For example, one of the things we maintain is the need to show a public face immediately when a crisis strikes. This was certainly true in this case. One thread of opinion was 'why didn't he show his face? I don't want to hear some statement by his coach.!' Indeed, where was Liu Xiang? Was he too ashamed? I certainly understand. If I were him with all that pressure, I may have taken all that sponsorship money and moved to the Bahamas.
How people regard Liu Xiang's departure in the long run may turn positive. When asked if she would give him another chance, one person mentioned, 'It depends on how he responds. What he will say.' Another person today says, 'the Chinese people understand. It is disappointing, but what can you do when you are injured?'
Today's China is complex. It's not quite what it seems. Opinion is masked, often hidden. But, it is there. These people are brimming over with emotions and opinions. Just give them the right opportunity and it comes out, raw and unpolished. And, refreshing. This is something the Olympics is also showing China's leadership. You can put on the world's greatest show. But, you can't expect everyone to be well-behaved.