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The 2012 Olympics and Its Legacies: State, Citizen, and Corporate Mobilizations of the Olympic Spirit
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication (from 2013).ORCID iD: 0000-0001-5128-1007
2014 (English)In: International Journal of Communication, E-ISSN 1932-8036, Vol. 8, p. 2578-2596Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
USC ANNENBERG PRESS , 2014. Vol. 8, p. 2578-2596
Keywords [en]
Olympics, soft power, public diplomacy, nation brands, national promotion
National Category
Media and Communications
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:kau:diva-41568ISI: 000348920400013OAI: oai:DiVA.org:kau-41568DiVA, id: diva2:922447
Available from: 2016-04-22 Created: 2016-04-11 Last updated: 2022-05-10Bibliographically approved

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Pamment, James

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  • de-DE
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  • asciidoc
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