263240 22Nd INTERNATIONAL SEMINAR for POSTGRADUATE
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OOlympiclympic SStudiestudies 22nd INTERNATIONAL SEMINAR ON OLYMPIC STUDIES FOR POSTGRADUATE STUDENTS Published by the International Olympic Academy and the International Olympic Committee Athens, 2016 International Olympic Academy 52, Dimitrios Vikelas Avenue 152 33 Halandri – Athens GREECE Tel.: +30 210 6878809–13, +30 210 6878888 Fax: +30 210 6878840 E-mail: [email protected] Website: www.ioa.org.gr Editorial coordination: Roula Vathi Production: SAITI Publications S.A. ISBN: 978-960-9454-38-4 IINTERNATIONALNTERNATIONAL OOLYMPICLYMPIC AACADEMYCADEMY OOlympiclympic SStudiestudies HHistorical,istorical, PPhilosophicalhilosophical aandnd SSocialocial AAspectsspects ooff tthehe OOlympiclympic GGamesames aandnd thethe OOlympiclympic MovementMovement 222nd2nd IINTERNATIONALNTERNATIONAL SSEMINAREMINAR OONN OOLYMPICLYMPIC SSTUDIESTUDIES FFOROR PPOSTGRADUATEOSTGRADUATE SSTUDENTSTUDENTS 11–– 3300 SSEPTEMBEREPTEMBER 22015015 EEditorditor KOONSTANTINOSNSTANTINOS GEEORGIADISORGIADIS PProfessor,rofessor, UUniversityniversity ooff PPeloponneseeloponnese HHonoraryonorary DDeanean ooff tthehe IIOAOA AANCIENTNCIENT OOLYMPIALYMPIA EEPHORIAPHORIA OOFF TTHEHE IINTERNATIONALNTERNATIONAL OOLYMPICLYMPIC AACADEMYCADEMY ((2015)2015) PPresidentresident Isidoros KOUVELOS (HOC Member) VVice-Presidentice-President Michael FISSETZIDIS (HOC Member) MMembersembers Lambis V. NIKOLAOU (IOC Member – ex officio Member) Spyros CAPRALOS (HOC President – ex officio Member) Emmanuel KATSIADAKIS (HOC General Secretary – ex officio Member) Efthimios KOTZAS (Mayor of Ancient Olympia) Christina KOULOURI Dora PALLIS HHonoraryonorary PresidentPresident Jacques ROGGE (IOC Honorary President) HHonoraryonorary MMembersembers Pere MIRÓ (Director, IOC Olympic Solidarity) Makis MATSAS HHonoraryonorary DDeanean Konstantinos GEORGIADIS DDirectorirector Dionyssis GANGAS CCONTENTSONTENTS Foreword by the Honorary Dean of the International Olympic Academy, Prof. Konstantinos GEORGIADIS .......................................................................... 15 STTUDENTS’UDENTS’ PAAPERSPERS 60 seconds: Staging sponsors in the TV production of FIS Ski Jumping World Cup Men and its chances to develop in the usage of second screens Jasmin SIMONEIT (GER) .................................................................................... 21 Social change to promote gender equality in sport Rafe KAREN (USA) ........................................................................................... 30 The Olympic Games as theatre – the athlete as performer Maressa CALTHORPE-CROFT (AUS) .................................................................... 40 High performance sports development in Latvia 2004–2014 Aiga DOMBROVSKA (LAT) .................................................................................. 53 The Asian Games in the changing geopolitics: History, reality and the future Runbin WANG (CHN) ....................................................................................... 65 Perception of the Youth Olympic Games: Awareness and attitude among German sport students Lisa te BOEKHORST (GER) ................................................................................. 78 Olympic Games’ and Olympic Winter Games’ legacy development Alexander I. MOROZOV (RUS) ............................................................................94 9 22nd INTERNATIONAL SEMINAR ON OLYMPIC STUDIES FOR POSTGRADUATE STUDENTS Olympic Studies Centers as part of the structure of the Spanish Olympic Academy: An initiative and alternative for renewal and updating Olympism by Spanish universities Carla Belén GUTIÉRREZ SÁNCHEZ (ESP) and Eugenia MARTÍNEZ GORROÑO ........... 100 The engagement on Facebook during the Youth Olympic Games of Singapore 2010, Innsbruck 2012 and Nanjing 2014: A comparative analysis of users’ participation from a language and gender perspective Jose P. GILA (ESP) ......................................................................................... 116 The Olympic Movement in Thailand: How the Olympics show that everyone can shine Nuanla-ong BELL (THA) ................................................................................. 128 Ambush Marketing in the Olympic Games Jakub HOLICKY (CZE) .....................................................................................136 A potential solution to the problem of under-representation of aboriginal Canadians in the Olympics João (Manny) PEREIRA (POR) .......................................................................... 143 The 1936 Olympic Games in Berlin: Two different Brazilian delegations in conflict Alice Beatriz ASSMANN (BRA) .......................................................................... 155 The need for greater support for African female athletes in the Modern Olympic Movement: An exploratory study of Ethiopia, Kenya, Nigeria and South Africa Nana ADOM-ABOAGYE (RSA) .......................................................................... 168 Educating consumers on social responsibility via leveraging the Olympic Games Anna Mei HABITZREUTER (BRA) ...................................................................... 182 Presence or absence of Olympic Movement values in the Physical Education of Spanish secondary schools: A study of two cases María Teresa CALLE MOLINA (ESP) and Eugenia MARTÍNEZ GORROÑO .................. 191 The impact of recent policy revisions addressing doping and gender rules on women track and field student athletes in China Dongwan (Avril) HE (CHN) .............................................................................. 204 Innovation strategy for volunteer qualification in the 2016 Olympic Games in perspective of 2020 Olympic Agenda Bianca GAMA PENA (BRA) ............................................................................... 213 10 CONTENTS Musical aspects as part of eurhythmy concerning a holistic Olympic education on the basis of Coubertin’s writings Eva BERESWILL (GER) ..................................................................................... 225 Social vision and strategies of Olympic education development in Iran Mohamad Hasan PEYMANFAR (IRI) ................................................................... 238 Olympism in French schools: The chance for equality Orlane MESSEY (FRA) ..................................................................................... 243 Measuring the benefits of Olympic Games sponsorship: A theoretical approach to the brand equity model Charitomeni TSORDIA (GRE) ........................................................................... 252 Viral marketing communication channels and their applicability in the area of Olympism . Gintare KAUZAITE (LTU) ................................................................................. 258 A social and cultural perspective of Olympic tourism Ewa MALCHROWICZ-MOSKO´ (POL) ................................................................... 272 A sociological perspective on the metamorphosis of Olympic cities: The case of Athens Adam OMORCZYK (POL) ................................................................................. 296 Anti-doping education in training sportsmen and professionals in Physical Education and sports Yuriy OLIYNYK (UKR) ..................................................................................... 306 Sport conflicts between Taiwan and China in mega-sport events Botu KWESI (TPE) .......................................................................................... 316 Conflicting ideals of excellence in the contexts of Olympism and modern elite level sport Catherine GARNER (GBR) ............................................................................... 329 Fair is fair: An ethical consideration of how doping in sport violates fair play and negatively impacts the Olympic Movement Janelle BRYAN (BAR) ...................................................................................... 344 Deconstructing Olympism: Applying the mindset of Jacques Derrida on the notion of Olympism Johan EKBERG (SWE) .................................................................................... 354 11 22nd INTERNATIONAL SEMINAR ON OLYMPIC STUDIES FOR POSTGRADUATE STUDENTS The ideology underpinning the Olympic Games and the Olympic Movement Hector MACKIE (GBR) .................................................................................... 367 The Olympic spirit of “Marathon Man” (1976) Paulina KORZENIEWSKA (POL) ......................................................................... 377 The understanding of Olympic values by Brazilian Olympic athletes Carlos Rey PEREZ (BRA) ................................................................................. 383 Talking doping: A frame analysis of young cyclists’ views on doping as a topic of conversation and moral dilemma Morten RENSLO SANDVIK (NOR) ...................................................................... 395 National pride level and the staging of the Olympic Games Anastasia NISENBAUM (SWE) ........................................................................... 406 COONCLUSIONSNCLUSIONS The ancient Olympic Games and their philosophy ............................................. 415 The Olympic Movement, the revival of the Olympic Games and the history of the modern Olympic Games ....................................................................... 418 Olympic education and socio-political aspects of the modern Olympics Games (media and communication, management, organization and marketing) .............. 422 The ethical and philosophical issues of