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endent Chinese region with their own economic and political systems, resulting in a ‘new’ China – ‘new political and social formations, new identities and subjectivities, and new forms of citizenship and ethics.’ (Yu, 2009:1)

Culture changes over time. Changes often occur in response to external factors, such as ‘population growth, technological innovation, environmental crisis, the intrusion of outsiders, or modification of behavior and values within the culture.’ (Haviland, Prins, Walrath, & McBride, 2008:37) Chinese culture has also moved away from the prioritisation of prescriptive learning, to favour creativity. Haiqing Yudq observes that ‘creativity’ is the buzzword used by Chinese professionals and entrepreneurs to describe the new Chinese culture. Creativity emphasises ‘a new niche in China’s innovation and national development, a vantage point to celebrate consumer freedom and artistic expression, and a new way to understand China’s transition to a high-end cultural content and service provider in the global trade.’ (Yu, 2009:3) Compared to the West, creativity is a new word as Chinese people believe that the primary objective is learning, creativity is an ability you born with, it cannot be developed. Yet, in the West, even for primary school kids, the main objective is to be creative. Although there was a delay for the Chinese to recognise the importance of creativity, it is now perceived as a valuable concept, particularly in the context of this new culture. When China was a less developed country, their income mainly relied on its low cost manufacturing, but now, China has changed its economic direction from manufacturing to the development of its cultural industries. One of the successful companies in the cultural industry is Crystal CG, who participated in both Beijing and London Olympics in the production of 3-D images and digital imaging services. Creativity is the leading way to solidify China’s global position and to improve economic growth as well as its image. Creativity being a new culture is, as Keane said, the reason for China’s ‘great new leap forward’. (Yu, 2009:4)

Although China has reformed, people are still imagining China in the time of Mao. So how can China present their new image to the world? Andrew Morris points out, ‘Without the international context there would be no need to create a modern Chinese nation, and without the nation and its need to impress itself on the minds of all modern citizens, no one ever would have thought to organize, participate in, or pay to view institutions like the Olympics or the Far Eastern Games.’ (Xu, 2008:36) For many Chinese, the development of Western sports seemed to provide a viable way to promote China to a global power, equating it with the most developed of Western countries. The logic is as follows: ‘countries where physical education was widespread were progressive and strong, while physical education was less widespread in weak and poor countries.’ (Xu, 2008:61) The Olympics become a path for China to share their success and to prove that they have overcome the painful history with the world.

Before China won the bid for the Summer Olympics 2008, they failed the bid for the Summer Olympics 2000. One of th本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。