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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/15970

Title: Olympism and consumption: an analysis of advertising in the British media coverage of the 2004 Athens Olympic Games
Authors: Maguire, Joseph
Butler, Katie
Barnard, Sarah
Golding, Peter
Issue Date: 2008
Publisher: © Human Kinetics
Citation: MAGUIRE, J. ... et al, 2008. Olympism and consumption: an analysis of advertising in the British media coverage of the 2004 Athens Olympic Games. Sociology of Sport Journal, 25 (2), pp.167-186.
Abstract: Drawing on work located within critical political economy and process sociology, this article uses content analysis to examine the types, frequency, and content of Olympic related advertising in the British press and television during the 2004 Athens Olympics. We assessed the degree to which The Olympic Partner (TOP) sponsors incorporated themes derived from Olympism and the Celebrate Humanity program, as well as from consumer culture more broadly. Our findings suggest that relatively few advertisers incorporated themes relating to Olympism, and that those that did focused on “excellence,” which is arguably more indicative of the achievement sports ethic and consumerism than of Olympic ideals. Empruntant aux écrits en économie politique critique et en sociologie des procédures, cet article est fondé sur une analyse de contenu et porte sur les types, la fréquence et le contenu des publicités apparaissant dans la presse britannique et liées aux Jeux Olympiques de 2004 à Athènes. Nous avons évalué jusqu’à quel point les partenaires olympiques officiels ont incorporé des thèmes dérivés de l’Olympisme et du programme « Célébrons l’humanité », en plus de la culture de consommation. Nos résultats suggèrent que relativement peu de publicitaires ont incorporé des thèmes liés à l’olympisme et que ceux qui l’ont fait se sont centrés sur « l’excellence », ce qui semble lié davantage à l’éthique sportive et au consumérisme qu’aux idéaux olympiques.
Description: This paper is closed access.
Version: Closed access
URI: https://dspace.lboro.ac.uk/2134/15970
Publisher Link: http://journals.humankinetics.com/
ISSN: 0741-1235
Appears in Collections:Closed Access (Sport, Exercise and Health Sciences)

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