Re-evaluating the beijing olympic fuwa mascots in the circuit of culture

This paper applies a modified circuit of culture perspective as a methodological and theoretical framework to re-evaluate the Beijing Olympic Fuwa mascots. It provides an account of the intended messages, interpretations and identifications associated with the production, representation and consumption of the Fuwa mascots. Through in-depth analyses of Fuwa at each stage, it reveals a broad contextual understanding of the legacy, tradition, complexities and uniqueness in a secluded circuit of culture within Chinese society. By reconstructing Fuwa in the circuit of culture, this paper further attempts to address the question of whether hosting the modern Olympics was able to bring change to China.