Marketing Malaysia as a model modern Muslim state: The significance of the 16th Commonwealth Games

Apart from illustrating the way in which the Malaysian government appropriated the Commonwealth Games as a global media spectacle, both to gain international publicity and as an opportunity to celebrate its multicultural national identity and thus 'market' Malaysia as a model modern Muslim society, this article highlights two issues in particular. First, through strategic organisation, Malaysia succeeded in making the Commonwealth Games a much more attractive event, infusing the Games with the kind of prestige usually reserved for major, first order events. Second, Malaysia's underlying political crisis, triggered by the Asian crisis, became more salient precisely because of the media interest generated by the Games. That these events prompted a return to authoritarianism brings into question the expectation that major games create spaces for political liberalisation and reform.