Race, Multiculturalism and the 'Progressive' Politics of London 2012

Passing the 'Boyle Test

Bibliographic Data

ID2642848
AuthorsAaron Winter (0000-0002-5209-0146, Abertay University, corresponding author)
Year2013
Volume18
Issue2
Pages137-143
Publication date2013-05-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSociological Research Online (JOURNAL)
Journal identifiersISSN: 1360-7804 • E-ISSN: 1360-7804
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.5153/sro.3069
OpenAlexW1969793404
LanguageEN
Citations received11
References cited4

This paper will examine the ways in which race, multiculturalism and nation have been constructed, used and evoked in the London 2012 Olympics bid, branding and promotion. The paper will focus on the two-pronged strategy promoting modern, diverse, multicultural Britain and the more conservative traditional, historic Britain, and the tensions and contradictions between these. These are tensions and contradictions which have been exposed and exacerbated by 7/7, recession and riots, as well as the shift in government from New Labour to the Tory-led coalition. The paper will examine the ways in which race and nation have played a role historically and politically in the Olympics, and then examine the place and use of race in three aspects of the 2012 Games: the bid and branding, the opening ceremony and the representation of the athletes themselves. The paper will argue that far from being progressive and inclusive as has been promoted and claimed, what has occurred around London 2012 has been a conservative hegemonic re-articulation of a 'Britishness' that is 'progressive' and includes immigrants and black and minority ethnic individuals based on a logic of integration and performance that does not threaten, criticise or make demands of more traditional visions of Britishness. Moreover, athletes such as Mo Farah have been positioned in such a way as to challenge racism and xenophobia and re-brand Britain as inclusive in narrow terms and at the same time serve as aspirational individual role models through which to set expectations for and make demands of immigrant, black and minority ethnic youth and wider communities

Aesthetics · Britishness · Immigration · Media studies · Multiculturalism · Political economy · Political science · Politics · Racism · Sociology · Vision · Educator Training and Historical Pedagogy · Gender Studies · Law · Sport and Mega-Event Impacts · Sports, Gender, and Society

Tools

Open DOISci-HubOpen Access