How to ‘Use Your Olympian’: The Paradox of Athletic Authenticity and Commercialization in the Contemporary Olympic Games
How to ‘Use Your Olympian’: The Paradox of Athletic Authenticity and Commercialization in the Contemporary Olympic Games
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如何“利用你的奥运选手”：当代奥运会运动真实性与商业化的悖论
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
Sean Lockwood
中科院分区：
文献类型：
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作者：
Momin Rahman;Sean Lockwood
商业化与奥运会的真实性之间的矛盾在已有的文献中已经被确认。我们加入了这个讨论，但特别强调了这个悖论是如何体现在运动员身上的。我们认为，在当代媒体和企业背景下，奥运会的商业化是不可避免的，因此，从两者获得的资金是举办和推广赛事所必需的。在这种背景下，我们认为奥运选手成为推广奥运品牌的商品也是不可避免的。他们的英雄主义表现和他们对成就文化的建模为奥运会提供了真实的可信度。此外，奥运会对古老的业余遗产的吸引力为这种当代真实性增添了独特的维度。然而，我们证明，业余主义是现代奥林匹克运动的产物，并被部署到一般体育真实性的另一个维度，目前被用来管理商业化的悖论。
A paradox between commercialization and the authenticity of the Olympic Games has been identified in the established literature. We add to this discussion but with a specific emphasis on how this paradox is embodied by the athletes involved. We argue that the commercialization of the Games is inevitable in the contemporary media and corporate contexts, whereby the finances available from both are necessary to stage and promote the event. Within these contexts, we suggest it is also inevitable that Olympians become commodities that promote the brand of the Olympics. Representations of their heroism and their modelling of achievement culture provide an authentic credibility for the Games. Moreover, the Olympics add a distinctive dimension to this contemporary authenticity in their appeal to an ancient amateur heritage. We demonstrate, however, that amateurism is a creation of the modern Olympic Movement and is deployed to add another dimension to the general sporting authenticity that is currently invoked to manage the paradox of commercialization.