By Jules Boykoff
ISBN-10: 0415821975
ISBN-13: 9780415821971
ISBN-10: 1138805262
ISBN-13: 9781138805262
The Olympic video games became the world’s maximum media and advertising and marketing event—a worldwide party of outstanding athletics gilded with company money. large agencies vie for organization with the "Olympic picture" within the wish of gaining a world advertising and marketing viewers of billions.
In this provocative severe research of the modern Olympics, Jules Boykoff argues that the video games became a major deliberate financial system designed to guard the wealthy from hazard whereas offering them with a spectacle to treasure. putting political economic system on the middle of the research, and drawing on interdisciplinary study in sociology, politics, geography, background, and economics, Boykoff develops an leading edge idea of "celebration capitalism", the manipulation of nation actors as companions that drives us in the direction of public–private partnerships within which the general public can pay and the non-public gains. He argues that the Athens video games in 2004 marked the complete emergence of party capitalism, with London 2012 representing its indispensable expression, characterised by means of a country of exception, unfettered commercialism, repression of dissent, questionable sustainability claims, and the complicity of the mainstream media.
Controversial, difficult, and forthright, this ebook opens up a desirable new street for figuring out the modern Olympics within the context of worldwide capitalist society. it really is crucial examining for anyone with an curiosity within the Olympic video games, the connection among recreation and society, or worldwide politics and tradition.
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Celebration Capitalism and the Olympic Games (Routledge Critical Studies in Sport) by Jules Boykoff
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