By Jules Boykoff
The Olympic video games became the world’s maximum media and advertising event—a international social gathering of remarkable athletics gilded with company money. large businesses vie for organization with the "Olympic photo" within the wish of gaining a world advertising and marketing viewers of billions.
In this provocative severe examine of the modern Olympics, Jules Boykoff argues that the video games became an important deliberate economic climate designed to guard the wealthy from hazard whereas delivering them with a spectacle to treasure. putting political economic system on the heart of the research, and drawing on interdisciplinary study in sociology, politics, geography, heritage, and economics, Boykoff develops an cutting edge idea of "celebration capitalism", the manipulation of nation actors as companions that drives us in the direction of public–private partnerships during which the general public will pay and the non-public gains. He argues that the Athens video games in 2004 marked the entire emergence of social gathering capitalism, with London 2012 representing its indispensable expression, characterised by means of 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 booklet opens up a desirable new road for figuring out the modern Olympics within the context of worldwide capitalist society. it truly is crucial interpreting for anyone with an curiosity within the Olympic video games, the connection among activity and society, or international politics and tradition.
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Celebration Capitalism and the Olympic Games (Routledge Critical Studies in Sport) by Jules Boykoff