By Jules Boykoff
The Olympic video games became the world’s maximum media and advertising event—a international occasion of remarkable athletics gilded with company money. large enterprises vie for organization with the "Olympic snapshot" within the desire of gaining a global advertising viewers of billions.
In this provocative serious examine of the modern Olympics, Jules Boykoff argues that the video games became a huge deliberate financial system designed to protect the wealthy from possibility whereas delivering them with a spectacle to treasure. putting political economic climate on the middle of the research, and drawing on interdisciplinary learn in sociology, politics, geography, heritage, and economics, Boykoff develops an cutting edge conception of "celebration capitalism", the manipulation of country actors as companions that drives us in the direction of public–private partnerships during which the general public can pay and the non-public earnings. He argues that the Athens video games in 2004 marked the total emergence of occasion capitalism, with London 2012 representing its fundamental expression, characterised via a kingdom of exception, unfettered commercialism, repression of dissent, questionable sustainability claims, and the complicity of the mainstream media.
Controversial, not easy, and forthright, this e-book opens up a desirable new street for figuring out the modern Olympics within the context of world capitalist society. it really is crucial analyzing 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