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The 2012 Olympics and Its Legacies: State, Citizen, and Corporate Mobilizations of the Olympic Spirit
Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), Institutionen för geografi, medier och kommunikation (from 2013).ORCID-id: 0000-0001-5128-1007
2014 (engelsk)Inngår i: International Journal of Communication, ISSN 1932-8036, E-ISSN 1932-8036, Vol. 8, s. 2578-2596Artikkel i tidsskrift (Fagfellevurdert) Published
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Abstract [en]

The notion of legacy was intrinsic to London's 2012 bid, drawing upon the Olympic spirit in the form of personal challenges designed to motivate and mobilize individuals and communities in Britain and around the world. However, with the economic crisis and change in government in 2010, a distinct discourse of economic legacy also emerged. This increasingly saw the citizen mobilization associated with the Games in terms of the opportunity to promote the UK as a partner for trade investment. This article explores the state, citizen, and corporate mobilizations motivated by the Olympics. It analyses the structures and discourses supporting a changing conceptualization of legacy, with particular reference to the international communication strategies designed to co-brand national promotion with the Olympic spirit.

sted, utgiver, år, opplag, sider
USC ANNENBERG PRESS , 2014. Vol. 8, s. 2578-2596
Emneord [en]
Olympics, soft power, public diplomacy, nation brands, national promotion
HSV kategori
Forskningsprogram
Medie- och kommunikationsvetenskap
Identifikatorer
URN: urn:nbn:se:kau:diva-41568ISI: 000348920400013OAI: oai:DiVA.org:kau-41568DiVA, id: diva2:922447
Tilgjengelig fra: 2016-04-22 Laget: 2016-04-11 Sist oppdatert: 2019-06-17bibliografisk kontrollert

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