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Books > Social sciences > Sociology, social studies > Social institutions > Leisure
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Watching the Olympics - Politics, Power and Representation (Hardcover)
Loot Price: R4,503
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Watching the Olympics - Politics, Power and Representation (Hardcover)
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Global sporting events involve the creation, management and
mediation of cultural meanings for consumption by massive media
audiences. The apotheosis of this cultural form is the Olympic
Games. This challenging and provocative new book explores the
Olympic spectacle, from the multi-media bidding process and the
branding and imaging of the Games, to security, surveillance and
control of the Olympic product across all of its levels. The book
argues that the process of commercialization, directed by the IOC
itself, has enabled audiences to interpret its traditional objects
in non-reverential ways and to develop oppositional interpretations
of Olympism. The Olympics have become multi-voiced and many themed,
and the spectacle of the contemporary Games raises important
questions about institutionalization, the doctrine of
individualism, the advance of market capitalism, performance,
consumption and the consolidation of global society. With
particular focus on the London Games in 2012, the book casts a
critical eye over the bidding process, Olympic finance, promises of
legacy and development, and the consequences of hosting the Games
for the civil rights and liberties of those living in their shadow.
Few studies have offered such close scrutiny of the inner workings
of Olympism's political and economic network, and, therefore, this
book is indispensible reading for any student or researcher with an
interest in the Olympics, sport's multiple impacts, or sporting
mega-events.
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