£140.69

Routledge Celebration Capitalism and the Olympic Games Book

Name: Routledge Celebration Capitalism and the Olympic Games Book
Brand: Routledge
Price: 140.35 GBP
Availability: InStock

Anthropology & Sociology

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Description

Explore the complex relationship between global sports and corporate interests with Celebration Capitalism and the Olympic Games. Part of the Routledge Critical Studies in Sport series, this book examines how the Olympic Games have transformed into the world's largest media and marketing event. Jules Boykoff provides a deep analysis of how the Olympic Image is used by huge corporations to reach a global audience of billions. This provocative study looks at the contemporary Olympics through the lens of political economy. Boykoff argues that the Games function as a massive planned economy that protects the wealthy from risk while offering a grand spectacle for the public. By using an interdisciplinary approach, this text offers a critical perspective on the intersection of exceptional athletics and corporate cash. It is an essential read for those interested in the sociology of sport and the economic structures that drive modern global events.

Key Features

Critical analysis of the Olympic Games as a major global media and marketing event driven by corporate interests.

Explores how huge corporations use the Olympic Image to target a worldwide marketing audience of billions.

Examines the political economy of the Games to understand how they function as a massive planned economy.

Provides a provocative study of how the contemporary Olympics shield the rich from risk through spectacle.

Part of the reputable Routledge Critical Studies in Sport series for academic and professional readers.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 0415821975
Category: Books > Subjects > Biography > Medical, Legal & Social Sciences > Anthropology & Sociology
Domain: Amazon UK
Release Date: 12 July 2013
Listed Since: 08 October 2012

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Routledge Celebration Capitalism and the Olympic Games Book

This is the most expensive it has ever been. Walk away.

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