Celebration Capitalism and the Olympic Games

by Jules Boykoff

Book Overview

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, Jules Boykoff argues that the Games have become a massive planned economy designed to shield the...

• Format: Paperback
• Language: English
• ISBN: 1138805262
• ISBN13: 9781138805262
• Release Date: June 2014
• Publisher: Routledge
• Length: 174 Pages
• Weight: 0.65 lbs.
• Dimensions: 0.5" x 6.0" x 9.0"