Overview

Encoding the Olympics, with a uniquely representative international team of media experts, comprehensively reviews issues of media and cultural communication associated with the Beijing 2008 Olympics' international impact. Commissioned by the IOC, this pioneering comparative study -- the largest in Olympic Games research -- provides a ground-breaking panoramic cross-cultural perspective on media responses to all three stages of the foremost sports event of the modern world. This representative team includes media commentators, sport and media journalists, political analysts, sinologists and general commentators on China, observers of the Asian Pacific Rim as well as academics in Olympic Studies media and communication studies, cultural and sociology studies of sport and administrators of festival and events management. It is thus a unique encyclopaedic study. Encoding the Olympics therefore is a versatile resource at several levels -- as a textbook or source reference for academic institutions, for media public relations agencies that facilitate the work of inter-cultural exchange organisations and international communication departments of multinational enterprises and international NGOs. This book is a study of global media responses to a mega-sport event never attempted on this scale before. This is its global attraction. This book was previously published as a special issue of the International Journal of the History of Sport.

Full Product Details

Author:   Luo Qing (Communication University of China) ,  Giuseppe Richeri (Univeristy of Lugano, Switzerland)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   1.090kg
ISBN:  

9780415674997

ISBN 10:   0415674999
Pages:   502
Publication Date:   14 May 2012
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Preface IOC Foreword Introduction 1. Prologue: When West Met East through the Beijing Olympics 2. Attitudes Towards China Before and After the Beijing Olympics Part One: Another Long March of the Symbolic Holy Flame – Comparative Analysis on the Media Coverage of the Torch Relay 2008 3. Greece: The Olympic Torch Relay in Ancient Olympia – An Ideal Showcase for International Political Protest 4. France: A Conflict of Values? The Olympic Torch Relay in Paris – The Mass Media Were on Cue 5. The Run-up to the Beijing Olympics in Switzerland and Italy 6. Authoritarianism, Opacity and Proxies: The 2008 Olympic Torch Relay in the Italian Media 7. Germany: A German Approach to Balance and Complexity 8. Spain: Media Focus on the Geopolitical Issues of a Major Sporting Event 9. Australia: Mediated Representation of Global Politics 10. Brazil: Cultural Enchantment – The Beijing Olympic Games Torch Lighting Ceremony and Torch Relay: Brazil’s Warm-up Coverage 11. Japan: What Did the Torch Illuminate? A Narrative Analysis of Japanese Newspapers’ Reporting of the Nagano Torch Relay 12. The Construction of a Media Reality in Reporting the Beijing Olympic Torch Relay: The Case of the Beijing Evening News Part Two: Representing the Opening Ceremony 13. Representing the Opening Ceremony: Comparative Content Analysis from USA, Brazil, UK and China Part Three: Understanding the Multi-Dimensions of Mediated Olympics 14. Spain: The Power of a Mega Event which Eclipses Criticism 15. France: The Beijing Olympics 2008, Revisiting History to Build a New Future? 16. Beijing Olympics between Media, Sport and Politics: Perspectives from the Swiss and Italian Media 17. The Good, the Fake and the Cyborg: The Broadcast and Coverage of Beijing 2008 Olympics in Italy 18. A Very Olympian Year! The Observation from Australia 19. Brazil – Beijing Changes the Way Mega-media Events are Presented: Perspectives on the 2008 Beijing Olympic Games 20. A Quantitative and Qualitative Analysis of Japanese Television News Coverage of the Beijing Olympics Opening Ceremony 21. Mirroring the Olympic Games – The Beijing 2008 Olympic Games in the American Media 22. A Case Study of NBC Nightly News 23. A Case Study of CCTV News 30 (China) Part Four: Perspectives 24. Encoding the Olympics – Visual Hegemony? Discussion and Interpretation on Intercultural Communication in the Beijing Olympic Games 25. Epilogue: Give Me Please, a Pair of Eyes with Buddha’s Insight

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Author Information

Luo Qing is Associate Professor, the International Communication Studies Centre in Communication University of China and Visiting Professor, Universita della Svizzera Italiana, and COMUNDUS-Erasmus Programme of European Union. Giuseppe Richeri is Professor at the Faculty of Communication Sciences, University of Lugano, Switzerland.

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