The olympic games in London 2012 from a Swedish media perspective

Hedenborg, Susanna (author): Malmö högskola,Institutionen Idrottsvetenskap (IDV)

(creator_code:org_t)

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Abstract Subject headings

Important missions for the Olympic movement is sport for all; development and education through sport, women and sport (increasing participation), peace through sport and environment and sport (http://www.olympic.org/olympism-in-action 2012-06-05). The missions are pointing to the Olympic movement being socially responsible and can be interpreted in terms of the Olympic movement being concerned with issues of internationalism (an important goal since the beginning), gender equity and sustainability (a late comer). A legacy based on these missions is of course welcome. As media is a significant actor when it comes to the experience for a majority of the audience the legacy is, however, likely to be influenced by media representations. The purpose of this presentation is therefore to analyse whether the mission of the Olympic movement can be seen in the Swedish media representations of the London Games 2012, focusing three aspects: internationalism/nationalism; gender; and sustainability.

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