TY - JOUR
T1 - The republic of consumption at the Olympic Games
T2 - Globalization, Americanization, and Californization
AU - Dyreson, Mark
PY - 2013/7
Y1 - 2013/7
N2 - Action sports such as beach volleyball and snowboarding have recently become popular commodities at the Olympics. While some observers view these new sports as global phenomena with transnational origins, they were incubated in California and are linked to the promotion of American visions of affluence. The encroachment of these sports onto global stages at the Olympics signals the continuing historical power of Californization, a particular brand of Americanization. The efforts to Californize the world through Olympic sports is considerably older than the debut of action sports, dating to the 1920s and 1930s when a coalition of US government agents, sports promoters, and corporate entrepreneurs began to articulate a strategy to mask Americanization campaigns in the world's leading sporting event under the veneer of California style. In the process they 'dis'-invented historical traditions, in particular Olympic sports, in order to amplify their prospects in global markets.
AB - Action sports such as beach volleyball and snowboarding have recently become popular commodities at the Olympics. While some observers view these new sports as global phenomena with transnational origins, they were incubated in California and are linked to the promotion of American visions of affluence. The encroachment of these sports onto global stages at the Olympics signals the continuing historical power of Californization, a particular brand of Americanization. The efforts to Californize the world through Olympic sports is considerably older than the debut of action sports, dating to the 1920s and 1930s when a coalition of US government agents, sports promoters, and corporate entrepreneurs began to articulate a strategy to mask Americanization campaigns in the world's leading sporting event under the veneer of California style. In the process they 'dis'-invented historical traditions, in particular Olympic sports, in order to amplify their prospects in global markets.
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U2 - 10.1017/S1740022813000211
DO - 10.1017/S1740022813000211
M3 - Article
AN - SCOPUS:84879045775
SN - 1740-0228
VL - 8
SP - 256
EP - 278
JO - Journal of Global History
JF - Journal of Global History
IS - 2
ER -