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Sport 2.0Transforming Sports for a Digital World$
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Andy Miah

Print publication date: 2017

Print ISBN-13: 9780262035477

Published to MIT Press Scholarship Online: September 2017

DOI: 10.7551/mitpress/9780262035477.001.0001

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Social Media and the Olympics

Social Media and the Olympics

(p.171) 8 Social Media and the Olympics
Sport 2.0

Andy Miah

The MIT Press

This chapter focuses on how the rise of social media has transformed media events. First, it considers the characteristics of the Web 2.0 era before considerin how the Olympic industry has organized its response to this new communication architecture. Next, it explores the risks of social media to the financial base of the Games, considering how to monetize Olympic social-media content. Subsequent sections in this chapter consider the risks of open media, the expansion of the user experience by digital technology, and the parallels between open-source volunteers and the Olympic volunteer ethos. In so doing, the chapter articulates a vision for digital culture that is born out of the values of social media, as an ideological force that coheres with the Olympic vision and with a broad perspective on the potential contribution of sports in society.

Keywords:   Web 2.0, Social media, Vancouver, Facebook, Prosumer, Olympic Games, Blogging, Journalism, monetization, London, volunteer

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