By Jules Boykoff
The Olympic video games became the world’s maximum media and advertising event—a worldwide occasion of outstanding athletics gilded with company funds. large organizations vie for organization with the "Olympic snapshot" within the wish of gaining a global advertising and marketing viewers of billions.
In this provocative severe research of the modern Olympics, Jules Boykoff argues that the video games became an important deliberate financial system designed to protect the wealthy from hazard whereas delivering them with a spectacle to treasure. putting political economic climate on the middle of the research, and drawing on interdisciplinary examine 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 during which the general public will 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 integral expression, characterised via a nation of exception, unfettered commercialism, repression of dissent, questionable sustainability claims, and the complicity of the mainstream media.
Controversial, demanding, and forthright, this ebook 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.