Olympism and Consumption : An analysis of advertising in the British media coverage of the 2004 Athens Olympic games

Maguire, Joseph, Butler, Katie, Barnard, Sarah and Golding, Peter (2008) Olympism and Consumption : An analysis of advertising in the British media coverage of the 2004 Athens Olympic games. Sociology of Sport Journal, 25 (2). pp. 1567-186. ISSN 0741-1235

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Abstract

Drawing on work located within critical political economy and process sociology, this article uses content analysis to examine the types, frequency, and content of Olympic related advertising in the British press and television during the 2004 Athens Olympics. We assessed the degree to which The Olympic Partner (TOP) sponsors incorporated themes derived from Olympism and the Celebrate Humanity program, as well as from consumer culture more broadly. Our findings suggest that relatively few advertisers incorporated themes relating to Olympism, and that those that did focused on “excellence,” which is arguably more indicative of the achievement sports ethic and consumerism than of Olympic ideals.

Item Type:	Article
Subjects:	C600 Sports Science P300 Media studies
Department:	Faculties > Arts, Design and Social Sciences > Design
Related URLs:	Publisher
Depositing User:	EPrint Services
Date Deposited:	21 Feb 2011 10:18
Last Modified:	12 Oct 2019 19:41
URI:	http://nrl.northumbria.ac.uk/id/eprint/3091

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