By Jules Boykoff
The Olympic video games became the world’s maximum media and advertising and marketing event—a international occasion of outstanding athletics gilded with company money. large agencies vie for organization with the "Olympic picture" within the wish of gaining a world advertising viewers of billions.
In this provocative serious research of the modern Olympics, Jules Boykoff argues that the video games became a big deliberate economic climate designed to defend the wealthy from threat whereas delivering them with a spectacle to treasure. putting political economic system on the middle of the research, and drawing on interdisciplinary learn in sociology, politics, geography, background, and economics, Boykoff develops an cutting edge thought of "celebration capitalism", the manipulation of country actors as companions that drives us in the direction of public–private partnerships within which the general public can pay and the personal earnings. He argues that the Athens video games in 2004 marked the complete emergence of occasion capitalism, with London 2012 representing its necessary expression, characterised by means of a nation 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 realizing the modern Olympics within the context of worldwide capitalist society. it's 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