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The 2012 Olympics and its Legacies : State, Citizen and Corporate Mobilizations of the Olympic Spirit

Pamment, James LU (2014) In International Journal of Communication 8. p.1-20
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... (More)
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 (Less)
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author
publishing date
type
Contribution to journal
publication status
published
subject
in
International Journal of Communication
volume
8
pages
20 pages
publisher
USC Annenberg Press
ISSN
1932-8036
DOI
1932–8036/20140005
language
English
LU publication?
no
id
39ad2cf7-ace7-4098-85b0-1e111c12b3e1
date added to LUP
2016-05-03 11:16:14
date last changed
2016-06-29 15:40:58
@misc{39ad2cf7-ace7-4098-85b0-1e111c12b3e1,
  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       = {Pamment, James},
  issn         = {1932-8036},
  language     = {eng},
  month        = {06},
  pages        = {1--20},
  publisher    = {ARRAY(0x76e03e8)},
  series       = {International Journal of Communication},
  title        = {The 2012 Olympics and its Legacies : State, Citizen and Corporate Mobilizations of the Olympic Spirit},
  url          = {http://dx.doi.org/1932–8036/20140005},
  volume       = {8},
  year         = {2014},
}