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The 2012 Olympics and Its Legacies: State, Citizen, and Corporate Mobilizations of the Olympic Spirit
Karlstad University. Univ Texas Austin, Austin, TX 78712 USA.;Karlstad Univ, Karlstad, Sweden..
2014 (English)In: International Journal of Communication, ISSN 1932-8036, E-ISSN 1932-8036, Vol. 8, 2578-2596 p.Article in journal (Refereed) PublishedText
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, 2578-2596 p.
Keyword [en]
Olympics, soft power, public diplomacy, nation brands, national promotion
National Category
Media and Communications
Research subject
Media and Communication Studies
URN: urn:nbn:se:kau:diva-41568ISI: 000348920400013OAI: diva2:922447
Available from: 2016-04-22 Created: 2016-04-11 Last updated: 2016-05-09Bibliographically approved

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