Olympically Excessive

My reaction
(9gag 2012a)

This week we discussed the move from empires based on geography and conquest (i.e. the Roman or British Empire) to a more subtle form of empire. That of Transnational Corporations such as Disney, Sony and Time Warner (Steven 2003:43); We were warned about the subversive effect these Corporations can have on our culture and beliefs, particularly if either of these are non-western (consider China’s move to a less centrally planned economy).

A Corporation that seems to be largely ignored, but with a massive influence, is the International Olympic Committee (IOC), the body that oversees the Olympic Games. The IOC’s Olympic charter lists the seven principles of Olympism, the first being:

Olympism is a philosophy of life, exalting and combining in a balanced whole the qualities 

of body, will and mind. Blending sport with culture and education, Olympism seeks to create 

a way of life based on the joy of effort, the educational value of good example, social 

responsibility and respect for universal fundamental ethical principles 

(International Olympic Committee 2012:10)

Porn or Sports?
(Buzzfeed 2012)

This suggests that the Olympic games are about peace, bringing countries and people together, and to promote a healthy lifestyle. This, however, seems at odds with the advertising shown on, in, during and around the Olympics, even with the food provided. McDonalds is the official restaurant of the Olympics (McDonald’s UK 2012). Why? Certainly not because of their healthy, nutritious and balanced meals. It hardly seems either socially responsible or fundamentally ethical to link athletics and fitness with McDonalds. I’d suggest that having a sixpack and having a Big Mac are two mutually exclusive events.

The Imperialistic Gaze
(9gag 2012)

Reference List

9gag (2012), All of Them!, accessed 29 July 2012 <http://9gag.com/gag/4878457>

9gag (2012a), I'm so excited..., accessed 29 July 2012 < http://9gag.com/gag/4878542 >

Buzzfeed (2012), Olympics or Gay Porn?, accesseed 14 August 2012 <http://www.buzzfeed.com/stacylambe/olympics-or-gay-porn>

International Olympic Committee (2012), Olympic Charter, accessed 30 July 2012 <http://www.olympic.org/Documents/olympic_charter_en.pdf>

McDonald’s UK (2012), McDonalds, accessed 30 July 2012 <http://www.mcdonalds.co.uk/ukhome.html>

Steven, P. (2003), ‘Political economy: the howling, brawling, global market place’, The no-nonsense guide to the global media, New Internationalist, Oxford, pp. 37–59