Media Events Essay

2335 Words Oct 17th, 2012 10 Pages
The Olympics, occurring every four years, is a sporting event in which countries who have qualified are able to compete against each other in a range of events. This paper concerns the opening ceremony of the London 2012 Olympics, a theatrical and musical show to celebrate the initiation of the competition. The purpose of this essay is to explore the global significance of this event using ‘media events’ theory. In order to do this it is first necessary to define the nature of a ‘media event’ and discuss in what way the London 2012 Olympic Games Opening Ceremony fits into this classification. It will be shown that, although this event is intended to be as such, the changing nature of technology and global communications has heavily …show more content…
However part of the significance of the Opening Ceremony lies in the games’ tradition to move from city to city- it never having a permanent location. Similar to other such events like the Football World Cup, the host country, in the particular case of this essay London, falls under the scrutiny of the global media and public. Thus the Opening Ceremony of the games is the first opportunity that the hosts have to create and impression that will hopefully be, firstly positive as well last throughout the remainder of the contest. This impression is scripted and created by them as well as the IOC whose mission, in addition to upholding the “Olympic values”, is also to “To promote a positive legacy from the Olympic Games to the host cities and host countries” (International Olympic Committee | About the Institution |, n.d). From Olympics to Olympics an almost competitive nature can be observed as the hosting city’s performance is almost inescapably compared to hosts in the past- particularly when it comes to such events as the Opening Ceremony. For this reason such an event like the Olympic opening Ceremony is often described as a “propaganda weapon in world affairs" (Natan, 1981, as cited by Raimo Väyrynen, 1982:123)
Furthermore the opening ceremony of the games also could be argued to be a tactic to garner interest from

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