Celebration Capitalism and the Olympic Games
|Series title:||Routledge Critical Studies in Sport Ser.|
|Publication Date:||Aug 2013|
| Book Format:||Hardback|
|List Price:||USD $145.00|
| Book Description: |
The Olympic Games have become the world's greatest media and marketing event--a global celebration of exceptional athletics gildednbsp;with corporate cash. Huge corporations vie for association with the "Olympic Image" in the hope of gaining a worldwide marketing audience of billions.
In this provocative critical study of the contemporary Olympics, Jules Boykoff argues that the Games have become a massive planned economy designed to shield the rich from risk while providing...