Leap for London and the Olympic Legacy

Ideology and the Olympic sport spectacle

London 2012 Legacy Pledges - Is the legacy achievable?

The Volunteers Story

1

2

3

Why do politicians want to attract the Olympic Games to their cities?

What is the ideological role of the Olympics and Paralympics?

Are the Olympics an Opiate for the People?

Jean-Marie BrohmThe competitive sportsman is a new type of worker who sells his labour power that is to say his ability to produce a spectacle that draws the crowds to an employer. The exchange value of his labour power, governed by the law of supply and demand on the market, is determined by the labour time socially necessary for its production. Amateurism ceased to exist a long time ago. All top level sportsmen are professional performers in the muscle show. They are very often advertising sandwich-board men.

Sport: A Prison of Measured Time (1978)

The Olympic OpiateBrohm (1978, p. 114)

Affect, investment & ideologyAffect identifies the strength of the investment which anchors people in particular experiences, practices, identities, meanings and pleasures,

Mattering mapslike investment portfolios

Affect is the missing term in an adequate understanding of ideology. (Grossberg, 1992: 81-2)

London 2012 Olympic Games LegacyThe most ambitious intentions in history of Olympic GamesScope of change to include behaviour and structural change

The Legacy PledgesWorld-leading sporting nationInspirational elite success increase participation

2. Transform heart of East London

The Legacy PledgesInspire a generation of young peopleExpanding horizons, intro new opportunities/experiences, engaging children in learning and sport

4. SustainabilityOlympic Park to become model of sustainable living blueprint for energy efficiency 5. Global ImageDemonstrate that the UK is a creative, inclusive and welcoming place to live

What Legacy?

Bidding cities operate under an unquestioned assumption that the Games will bring economic and social benefits to those who host them (Burstyn, 2000)

Legacy Generation from Mega-events?Optimistic OutlookRegeneration/rapid city developmentbut?Tourism/sports tourismbut?Spirit of optimism or national/local pridebut?Pessimistic OutlookHuge cost overrunsFacility useNegative public opinionFailure to target the intended audience

West Ham v Tottenham Hotspur v Leyton Orient

UK Sports Participation

Why do so few people regularly participate in sport?Think about: gender/class/race habitus resources and constraints

What would you plan to get more people doing sport and exercise?

How could the Olympics address these issues to affect participation?

No previous Olympic Games or other major tournament has ever led directly to an increase in people taking part in sport. If anything, the opposite seems to happen: Sport England research has shown that ordinary mortals watching, from their sofas, "models of perfection" performing on the elite stage can actually be put off trying to do more exercise.

Conn, D. (2008). Games promise to generate only ripples when Britain needs to splash out. The Guardian (23/7/2008).

The Volunteers Story70,000 Games makers in London 201225,000 volunteers in Sochi 2014What was it like to take part in the London Olympics as a volunteer?What has happened since? Is there a legacy for the volunteers?

1

2

3

Explored some of the reasons and assumptions behind hosting a mega event

Considered the legacy pledges for London 2012

Reflected on the personal impact of volunteering for the games

Aims of today

**World-leading sporting nationInspirational impact particularly young peopleAchieving substantial increase in participation in sport and physical activityElite success. Transform heart of East LondonTransforming place, communities and prospects

*Inspire a generation of young peopleExpanding horizons, intro new opportunities/experiences, engaging children in learning and sport Sustainability Olympic Park to become model of sustainable living blueprint for energy efficiencyGlobal Image - Demonstrate that the UK is a creative, inclusive and welcoming place to live

**You have learnt

*