White, L. (2012) Selling the National Story: Destination Marketing and the Olympic Games Opening Ceremony. In CAUTHE 2012 - The New Golden Age of Tourism and Hospitality - Proceedings of the 22nd Annual Conference. Melbourne: La Trobe University, pp 662-664. (original) (raw)

This working paper will undertake a close analysis of eight of the most recent Olympic Games Opening Ceremonies. The ceremonies examined are: Moscow (1980), Los Angeles (1984), Seoul (1988), Barcelona (1992), Atlanta (1996), Sydney (2000), Athens (2004) and Beijing (2008). The paper will also discuss some of the images that might be presented at the forthcoming Olympic Opening Ceremony on July 27, 2012 when the eyes of the world will be firmly focused on London. The Opening Ceremony of an Olympic Games is an incredibly rich text to examine. The focus of this paper is on the selection of particular stories, people and images by ceremony organisers to tell (and sell) the national story of the host country. The images are meticulously chosen and almost always generate significant media coverage, community discussion and occasionally, robust debate. The stories and images can often say much about the nation-state that has won the rights to stage what is arguably the most highly coveted global event – the Olympic Games.

Branding the Games: Commercialism and the Olympic City

2017

This chapter examines the role of branding and sponsorship in the Olympic games - with particular reference to the urban. The chapter identifies tensions between Olympic values, branding activities and a projected legacy. The chapter offers a social-theoretical account of the Olympic brand to analyisis on :London2012. It is a contributiuon to wider analysis in a book drawing upon historical, cultural, economic and socio-demographic perspectives. Olympic Cities examines the role of London hosting the 2012 Olympic and Paralympic Games as a means to promote urban regeneration and social renewal in East London.

The Olympic Games in the Creation of the Image of the Host Country and City

Historia i Polityka, 2016

The aim of the present article is an analysis of the consequences of using the Olympic Games by host cities to build their own image. The article presents the issues related to the image of a territorial unit and an analysis of political and economic results of the sport events organized in Berlin (1936) and Beijng (2008).

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THE OLYMPIC GAZE

Book of Proceedings II International Congress on Interdisciplinarity in Social and Human Sciences.