Download or read book Watching the Olympics written by John Peter Sugden and published by Routledge. This book was released on 2012 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Explores the Olympic spectacle, from the multi-media bidding process and the branding and imaging of the Games, to security, surveillance and control of the Olympic product across all of its levels. Contributors argue that the process of commercialization, directed by the IOC itself, has enabled audiences to interpret its traditional objects in non-reverential ways and to develop oppositional interpretations of Olympism. The Olympics have become multi-voiced and many themed, and the spectacle of the contemporary Games raises important questions about institutionalization, the doctrine of individualism, the advance of market capitalism, performance, consumption and the consolidation of global society. With particular focus on the London Games in 2012, the book casts a critical eye over the bidding process, Olympic finance, promises of legacy and development, and the consequences of hosting the Games for the civil rights and liberties of those living in their shadow. --From publisher description.