The 2012 Olympics and its Legacies : State, Citizen and Corporate Mobilizations of the Olympic Spirit
Year: 2014
Type: article
Abstract: 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
Author: James Pamment
Institutions: Karlstad University, The University of Texas at Austin
Language: English
Topic: Sport and Mega-Event Impacts
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W1886612386