Book description
The Olympic Games have become the world's greatest media and marketing event-a global celebration of exceptional athletics gilded 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,…
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Why read it?
1 author picked Celebration Capitalism and the Olympic Games as one of their favorite books. Why do they recommend it?
Jules Boykoff has been writing about the Olympics for a very long time.
His work is smart, readable, well researched, and grounded in reality. He also happens to have been an Olympic soccer player. So he’s got credibility as a guy who values sports, yet still thinks the Olympics have a lot to answer for.
Celebration Capitalism is the book where Jules lays out his theory of how the Olympics, and other mega-sporting events, capitalize on sports celebrations to further enrich the rich, and impoverish the poor.
He builds on Naomi Klein’s concept of ‘disaster capitalism’ to make this argument,…
From Jacqueline's list on the Olympics that the IOC doesn’t want you to know.
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