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- Report
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Olympics 2012 Opening Ceremony: is this for everyone?
- 16/08/2012
A progressive national identity is becoming increasingly important
Shimelle Laine, Creative Commons, 2012 ©Scope
Britain chose ‘collaboration’ as its theme for the 2012 Olympics. While the message jarred with London's brand exclusion zones, it demonstrates the increasing importance of a progressive national identity in an age of globalisation.
The Summer Olympic Games is the world’s largest sporting event. For its host countries, however, the real competition takes place at the opening ceremony. Here, they must justify their selection by the Olympic Committee and the many millions spent by their tax payers, inspire the enthusiasm of cynics at home and viewers abroad and, of course, pointedly outdo the previous host’s attempt. For Britain, in the midst of a double-dip recession and ongoing crises of post-colonial identity, pressure was arguably higher than for most. How did director Danny Boyle respond? And what can brands learn from him about modern Britain? -
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