Sunday 15 April 2012

tribute or bread and circuses

I think that the Olympic Games have officially become more commercialized than Christmas or guilt. Since the Australian games of 2000, as the Guardian reports, the International Olympic Committee has been making exponentially greater demands of its host cities for enforcing the market capitalization of official sponsors.
For the upcoming event, authorities have been given an onerous charge of making sure no opportunist, ambusher (I suspect that such draconian measures created ambush-marketing in the first place) or bystander have the potential for profit by association with a date, place or Zeitgeist of what is supposed to be a celebration of culture, sportsmanship and human achievement. Not only are pubs not permitted to invite customers to watch the broadcasts on their premises or even dare suggest that they are in fact physically located near a venue (or cohabitate in the same dimension), players and spectators are not allowed to share footage or photographs over social networks under threat of criminal punishment. Given also the marked increase in surveillance, security theatre and hassle (a rise for a place already one nation under CC-TV) and the mysterious prohibition against athletes shaking-hands, a prophylactic for some unnamed social disease, being picked as the setting for this and other large-scale, officially sanctioned happenings does not seem such a great trade-off.