摘要
ABSTRACT
1. INTRODUCTION
2. LITERATURE REVIEW
2.1 Theoretical Chapter
2.1.1 Branding
2.1.2 Media Framing
2.1.3 Western Perceptions of China
2.2 Beijing 2008
2.3 Shanghai 2010
3. CONCEPTUAL FRAMEWORK, RESEARCH QUESTIONS AND OBJECTIVES
4.RESEARCH DESIGN AND METHODOLOGY
4.1 Why Interviews?
4.2 Designing a Sample
4.3 The Topic Guide
4.4 Conducting Interviews
4.5 Follow Up Interviews
4.6 Analyzing the Results
5. ANALYSIS AND INTERPRETATION
5.1 The Olympics vs. The World Expo
5.2 The Importance of Television
5.3 The Olympics and Expo in China
5.4 City or Nation?
5.5 Successful Events, Less Successful Branding
5.6 Western Perceptions, Eastern Realities
5.7 Limitations of Research
5.8 Suggestions for Future Research
6.CONCLUSION
BIBLIOGRAPHY
APPENDICES
A: Consent Form
B: Interview Topic Guide
C: Tables and GraPhs
