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THE OLYMPIC GAMES AS GLOBAL MEDIA EVENTS: A GREAT POWER TO PROMOTE SUSTAINABLE DEVELOPMENT
Radosław SAJNA-KUNOWSKY1
Język publikacji: angielski
artykuł naukowy
#Brak
Transformacje Nr 2(125)2025, Data publikacji: 30 czerwca 2025r.
Słowa kluczowe: environment, global media event, media, Olympic Games, sustainable development.
Streszczenie The modern Olympic Games have become the most global media event. Its popularity is growing in terms of the number of participating athletes and countries, sports, and above all the media that broadcast the event to a global audience. For the countries and cities where the Games are held, this is a great opportunity to promote their brands, not only during the opening ceremony, watched by many millions of people around the world. It is also a great opportunity to promote political ideas, such as during the opening ceremony of the Rio 2016 Summer Olympic Games, full of “green” images and words supporting the idea of sustainable development. The last Summer Olympics in Tokyo (planned for 2020, held in 2021) turned out to be the most mediatized and “green” in history. Tokyo showed, however, that it is a modern and open-to-the-world metropolis, while Japan has shown that it has a rich culture and is one of the world leaders in the field of technological development, including eco-friendly inventions. The hosts of the next Summer Olympic Games (Paris 2024, Los Angeles 2028, Brisbane 2032) are already planning and promoting ecological solutions, in accordance with the requirements of the International Olym-pic Committee regarding the sustainability of the Olympics, whose future will be even cleaner and greener, contributing to the promotion of sustainable development on a global scale. The aim of this article is to demonstrate the promotional power of the Olympic Games as global media events and the involvement of the organizers of the Olympic Games in the field of sustainable development, taking into account mainly environmental issues and promotional goals.
PhD / dr. hab., associate professor at Kazimierz Wielki University in Bydgoszcz, Poland
ORCID: 0000-0003-4279-450X
E-mail: r.sajna@ukw.edu.pl