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Transcript

The Social Cultural Impact of the Olympic Games

Presented by

Danielle Crowe

Historic change in roles

  • 1921 The board of IOC members was created to centralise the organisation of the games.
  • Made up of 111 international members male and female.
  • All the rights to olympic materials and overall control.
  • As the games have evolved so has the social make-up of the board, now covering more aspects of social society.
  • Prior to this the high class gentry who had the right connections within society took it upon themselves to organise the event.

  • The idea of Olympism, defined by the Olympics Charter has been evolved into the Olympic movement, controlled by the IOC, with all stakeholders involved with similar values, so that all members are striving for the same ideology.

Historical

  • The Ancient Olympics was created on the premise of battling against others over 5 days to gain the title of Olympian. The event and winners was thought to be chosen by the gods.

  • Greek culture and religion was at the centre of the games.

  • Transportation was a major issue in the games, hence why they were held in 4 different locations throughout Greece.

  • Men were the only participates and only single women could watch.

  • Pierre De Coubertin the founder of the modern olympics had the philosophy of Olympism (1894) creating social reform universally. With fundamental values concentrating on international understanding, peaceful co-existence and education.

  • 1906 - De Coubertin changed the format of the olympics by including culture and celebration elements, such as the opening and closing ceremonies and the Cultural Olympiad, it raised awareness of the event to create understanding, inclusive and to make the event more accessible.

Women in Sport

  • "Women have but one task- that of crowning the winners with garlands"

P,D .Coubertin (1896)

  • 1896 - 1 woman athlete.
  • 1900 - Paris, Charlotte Cooper 1st women to win gold.
  • 2012 - 4,847 women athletes. Which has gone up 6% on the Beijing

  • Women are more accepted within the olympic Movement however there is still only 9% of women on the IOC board, showing there is still long way to go.

Social- cultural development

There has been many changes throughout the modern Olympics. Many theorists suggest that the main sectors are:

  • Diversity - Racism, disabilities, female participation.
  • Education - Accessibility, Integration and knowledge.
  • Social - Creating jobs, skills and a new perception of the host nation.
  • Host City - Tourism present and future, economic and political benefits, community spirit, image, quality of life. Bagozzi, R. (1975)

Social Impacts

Change in social attitudes

  • The IOC has acknowledged its responsibility in promoting culture and Olympic education, and regards culture as the second dimension of Olympism, alongside sport.

  • The social attitude changes as mass events approach. From apathy to involvement. Historically many people had concerns about existing infrastructures being able to cope, and the pressures that come with staging a world event. Ie; transport, security and their normal routine.

  • A community identity born of the host country's image, sporting traditions emerged under the weight of the entertainment provided by the event.

Examples of Mass media and the Global Impacts

Aims:

  • The change of historical factors
  • Assessing lasting legacy
  • Reflecting on the global impacts
  • In a media sphere frequently dominated by information about a few powerful nations, it was a strong reminder of both the globalisation of culture and the importance of respect for the diversity of the world's peoples.

  • Mexico -1968 (Black power salute) political statement that highlighted the social inequalities between white and black.

  • Global security has to be considered as terrorism is unfortunately at the forefront of the IOC and other organisers minds.

  • LA games 1984 was heavily sponsored by Coka Cola some of the IOC members suggested that, the sponsorship took away from the ethics and the charter of the games.

  • It is the IOC's target that the host city is environmentally better off than before the games began.

Global Impacts

  • "Global participation, world media coverage,the construction and cost of elaborate facilities, billions of dollars of expenditure, environmental and community disruption, crises, scandal and political intrigue of various sorts, massive popular consumption and the threat of terrorism, the olympic games may well be the most consistently compelling cultural phenomenon of the modern times." Wamsley and Young (2005)

  • The Olympics is a massive opportunity to show case the world what the host nation has to offer this is due to the mass media, this is know as the shop window effect.

  • The media are involved heavily in the funding of the olympics , as broadcasting rites contribute billions of pounds towards the games. This links with sponsorship the IOC have to create a balance between business and the moral of the Olympics.

  • Oxford Economics -" As a results of such effective marketing strategies, the event was essentially transformed into a documentary about event aspect of the Australian life and broadcasted to 3.7 billion view across the world."

Examples

  • London 2012 has started to create a lasting legacy by modifying the park, regenerating the area commercially and for residential purpose.

  • Legacies since have concentrated on improving areas in:
  • Regeneration
  • Volunteering
  • Sports Facilities
  • Youth Participation
  • Overall Sustainability - (BS 8901)
  • Environmental Outcomes
  • Investing in sports from grassroots to professionals

Mass Media effects

  • We are constantly involved in the process of communication. The olympics has many media outlets, the IOC can control to some extent some of the media. Example; TV and adverting rights.

  • "Social representation, perception and attitudes resulting from the media added political pressures to dominant the views of the event."Getz,D( 2007)

  • 1936 Berlin - 162,000 (TV audience)
  • 2004 Sydney - 3.7 billion
  • 2008 Beijing - 4.7 billion
  • 2012 London - 4.8 billion

  • Social media has effect on communication in day to day life. Therefore the olympics in the past decade has allowed a new media platform to extended the accessibility and integration of the games.

Olympic Legacy

  • The term legacy applies to all that is left over from the event as a positive inheritance for future generations, or as problems to deal with for discussions of event legacies. Hall, M (1997).

  • Barcelona 1992 was the first olympics where legacy was planned into the bid, focusing on infrastructure and tourism, as a result Barcelona is know a recognised resort for city breaks because of its good transports and hotel links.

  • Subsequent games have adopted this practice, to maximise the initial investment.

References

Abrams,J. (2012). A “United” Kingdom: The London 2012 Cultural Olympiad. Performance and Art. 35 (1), 19-31.

Bagozzi,R. (1975). Marketing exchange. Journal of Marketing. 39 (1), pp. 32–39.

Hall,M. (1997). Mega-events and their legacies. In: P. Murphy (ed.), Quality management in Urban Tourism,pp. 75-87. Chichester: Wiley.

Girginov,V. (2010). The Olympics- A critical reader. London: Routledge. 9-12.

Olympic Charter (2010). International Olympic Committee. pp. 80. Accessed: 1st January 2013.

Sommer,E.(2008). Olympic legacy to impact future: China Daily.pg 9-10.

Wamsley, K. B., and Young, K. (2005) Coubertin's Olympic Games: The greatest show on earth. In and K. Young and K. B. Wamsley (eds) Global Olympics: Historical and Sociological Studies of the Modern Games. Amsterdam: Elsevier, pp. xiii-xxv.

Cultural Olympiad

1912 - Stockholm was the 1st time the idea was presented as an Olympiad, however the idea has been a current theme in past games under ‘Pentathlon of the Muses.’

As part of the London 2012 bidding process, the board focused in depth on the Cultural Olympiad many thought this is what sealed the bid for London. Allowing the whole of the UK participate in a range of diverse events: performance, film, art, music, etc.

LOCOG organised a programme of 500 cultural events spread over four years across the whole of the UK - London 2012 Festival.

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