The Global Impact Of Olympic Media At London 2012

This book explores the biggest sporting event in the world through the lens in which most people witness it: the media. Traversing nations and media formats, contributors offer insights into the manner in which the Olympics is conveyed to the masses and the impact arising from the mass consumption of Olympic media in its plethora of dimensions. The book gleans insight from past Olympic media analyses, but focuses on the role media played within the 2012 London Summer Olympics. Using a variety of methodologies, the book underscores how the Olympic Games are more than just a sporting event but should be understood a vast mosaic of images and events that shape public understandings of nations, society, and the values that undergird such renderings. This book was published as a special section in Mass Communication & Society.

Examining how British writers are addressing the urgent matter of how we form and express group belonging in the 21st century, this book brings together a range of international scholars to explore the ongoing crises, developments and possibilities inherent in the task of representing community in the present. Including an extended critical introduction that positions the individual chapters in relation to broader conceptual questions, chapters combine close reading and engagement with the latest theories and concepts to engage with the complex regionalities of the United Kingdom, with representation of writers from all parts of the UK including Northern Ireland. Including specific focus on the most challenging issues for community in the past five years, notably Brexit and the Covid-19 crisis, with a broader understanding of themes of local and national belonging, this book offers detailed discussions of writers including Ali Smith, Niall Griffiths, John McGregor, Max Porter, Amanda Craig, Bernadine Evaristo, Jonathan Coe, Bernie McGill, Jan Carson, Guy Gunaratne, Anthony Cartright, Barney Farmer, Maggie Gee and Sarah Hall. Demonstrating some of the resources that literature can offer for a renewed understanding of community, this book is essential reading for anyone interested in how British Literature contributes to our understanding of society in both the past and present, and how such understanding can potentially help us to shape the future.

As the Olympic spectacle grows, broadcast coverage becomes bigger, more complex, and more sophisticated. Part sporting event, part reality show, and part global festival, the Olympics can be seen as both intensely nationalistic and a celebration of a shared sense of international community. This book sheds new light on how the Olympic experience has been shaped by television and expanded across multiple platforms and formats. Combining a multitude of approaches ranging from interviews to content analyses to audience surveys, the book explores the production, influence, and significance of Olympic media in contemporary society. Built on a central case study of NBC’s coverage of the Rio Games in 2016, which is then placed within 20 years of content analyses, the book focuses on the entire Olympic television process from production to content to effects. Touching on key themes such as race, gender, history, consumerism, identity, nationalism, and storytelling, Olympic Television: Broadcasting the Biggest Show on Earth is fascinating reading for any student or scholar with an interest in sport, media, and the global impact of mega-events.

The Olympic Games is unquestionably the greatest sporting event in the world, with billions of viewers across the globe. How did the Olympics evolve into this multi-national phenomenon? How can the Olympics help us to understand the relationship between sport and society? What will be the impact and legacy of the 2016 Olympics in Rio? Now in a fully revised and updated new edition that places Rio 2016 in the foreground, Understanding the Olympics answers all these questions by exploring the social, cultural, political, historical and economic context of the Games. This book presents the latest research on the Olympics, including new material on legacy, sustainability and corruption, and introduces the reader to all of the key themes of contemporary Olympic Studies including: the history of the Olympics Olympic politics access and equity the Olympics and the media festival and spectacle the Olympic economy urban development Olympic futures. The most up-to-date and authoritative introduction to the Olympic Games, this book contains a full Olympic history timeline as well as illustrations, information boxes and ‘Olympic Stories’ in every chapter. Understanding the Olympics is essential reading for anybody with an interest in the Olympics or the wider relationship between sport and society.

Marketing at the Olympics, the attraction and the rewards Essential reading in preparation for the 2012 London Olympics, the newly revised and fully updated second edition of The Olympic Games Effect offers fascinating sports marketing and branding insights into the promotion of the Games themselves, and their unique attraction for corporations in particular. The important lessons of past Olympics will be used to show a hundred year-plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations. Loaded with historical information on the Olympics, the book traces the history of the Olympics back to 776 BC. This legacy is vital to the ongoing success of the Olympics, and is at the heart of why brands care so much Packed with illustrations that illustrate how the Games have become arguably the world's most successful sports event and the marketing opportunities this has led to Includes relevant business strategies and recommendations to help companies understand how to make more effective sports sponsorship decisions This timely new edition of The Olympic Games Effect shows the value contributed by sponsoring the world's premier sporting event, and explains how, by extension, other global sports events have the potential to generate similarly impressive results for their sponsors.

This book analyzes the place and role of sport within public diplomacy, including theoretical conceptualizations of the category of sports diplomacy as a sub-category of public diplomacy and empirical research of selected examples of the use of sport within public diplomacy. The empirical part of the book refers to three approaches to sports diplomacy and concerns the utilization of sport by states in order to shape relations with other states, the role of sport in building the international image of a state and the diplomatic subjectivity of international sports organizations. In reference to the first two approaches, the book uses comparative case study was in order to make observations and generalizations concerning sports diplomacy. Apart from that, the book includes a detailed study of the diplomatic subjectivity of the International Olympic Committee.

This analysis explores the social history and politics of mega-events from the late 19th century to the present. Through case studies of events such as the 1851 Crystal Palace Expo, the 1936 Berlin Olympics and the 1992 Barcelona Olympics, Maurice Roche investigates the impact Expos and Olympics have had on national identities, on the marking of public time and space, and on visions of national citizenship and international society in modern times. Historical chapters deal with the production of Expos by power elites, their impacts on mass culture, and the political uses and abuses of international sport and Olympic events. Chapters also deal with the impact of Olympics on cities, the growth of Olympics as media events and the current crisis of the Olympic movement in world politics and culture.

The London 2012 Olympics and Paralympics were seen as a success and the hosts were praised for the promotion of equality, tolerance and unity as well as inspiring a legacy to continue these values. This volume contains a collection of sociological case studies which critically assess the diverse impacts of London 2012 and its key controversies.