Mega sport events as universal cultural signifiers

Ryutaro Yamakita, Wenbo Guo and Milena M. Parent

Chapter 12 in Handbook on Sport and Culture, 2025, pp 171-188 from Edward Elgar Publishing

Abstract: Although mega sport events like the Olympic Games result in various impacts for the host countries, these events provide organizers with an opportunity to communicate cultural ideals on a global scale. In these events, unique signs are created for each case, but previous research has found that mega sport events become universal signifiers when viewed at a higher level of abstraction. Building on this knowledge, this chapter aims to understand how mega sport events can serve as universal signifiers of cultural messages and norms. To achieve this purpose, we see mega sport events as signifiers and conduct a semiotic analysis of the opening ceremonies of the Tokyo 2020 Olympic Games and the 2022 Beijing Olympic Winter Games. As a result, we find (1) a desired national image, (2) sustainable development, and (3) peace being universally signified as the cultural messages and norms of these events. The findings suggest these signifieds were created to light the way for the host country domestically, to change the stereotypes the international community might have, and to highlight the values of the event owner and its key stakeholders.

Keywords: Culture; Olympic Games; Ceremony; Semiotic analysis; Image; Sustainable development and peace (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035339976
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