Olympic Games: Reassertion Of Power And Prominence

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set up strategy aiming at leaving “a lasting tourist legacy”, as a result of the appeal for the host nation.

Hence, due to the commercial success of such events, host nation organizers have adapted the Olympic ceremonies to the economic prospects, adjusting “the timing and structure of events to maximize global viewership. In this way, the economics of a globalized mass media continue to Olympic stagings of the Nation.”

1.2.2.2. Reassertion of Power and Prominence

Olympic opening ceremonies play a significant role in the assertion of power and prominence of the host country, and can therefore serve as healing internal wounds related to a lost glorious past. Such celebrations of the nation can induce a deep feeling of nostalgia and be considered a “symbolic reaffirmation of national greatness” and “a requiem for the country as a great power.”
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It aims at impressing and arousing admiration towards the host nation. The online Oxford Dictionaries define soft power as follows: “A persuasive approach to international relations, typically involving the use of economic or cultural influence.”…show more content…
The projection of cultural assets is therefore a coveted manner to promote values generally embodied by other nations, and consequently attract sympathy and admiration. The 1936 Olympic Games hosted by Nazi Germany can easily illustrate the notion of soft power, as already discussed

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