Local dependencies for global festivals

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  • Resulting tensions (pictures): Passion vs Oppression lives here Activism vs fan culture (Using the city as platform for expression) Window dressing vs branding control (Pics: only sponsors, but local commerce wants to celebrate their way) Inclusion (accreditation ) vs exclusion (barriers)
  • Local dependencies for global festivals

    1. 1. Local Dependencies for Global Festivals Cultural Policy Tensions in the Olympic Games Dr Beatriz Garcia University of Liverpool Editor | Culture @ the Olympics : Issues, Trends and Perspectives Member | IOC Postgraduate Selection Grant Committee Learning from Barcelona: Art, real state and the pre-Olympic city Birkbeck, University of London | London, 26-27 January 2011
    2. 2. The multiple dimensions of the Olympic Games… centenary movement (symbolic experience) global event (mediated experience) localised festival (lived experience)
    3. 3. <ul><li>Global media (ted) event (Dayan & Katz, Moragas, Roche) </li></ul><ul><ul><li>Owned by an global network (Olympic Family) led by the IOC in 205+ nation states </li></ul></ul><ul><li>Embedded within a 100 yr structure that defines itself as a ‘ Movement ’ </li></ul><ul><ul><li>‘ Olympism’, Olympic Charter, Olympic values, Olympic protocol, symbols (McAloon) </li></ul></ul><ul><li>Hosted within a city by a locally appointed ‘organising committee’ </li></ul><ul><ul><li>Must achieve local ownership to retain ‘meaning’ and claim ‘legacy’ </li></ul></ul><ul><ul><li>But local (live) festival experience has not been treated as a ‘global media asset’ </li></ul></ul>The multiple dimensions of the Olympic Games… <ul><ul><li>Constructed ritual - 1884, Coubertin </li></ul></ul><ul><ul><li>Global brand – 1980s, Samaranch </li></ul></ul><ul><ul><li>Local hosting – city ‘reinvention’ 1992, Maragall </li></ul></ul>
    4. 4. Olympic Games | global + local tensions
    5. 5. Olympic Games | global + local tensions <ul><li>Owning the street [what is public space during Games time?] </li></ul>
    6. 6. Olympic Games | global + local tensions <ul><li>Owning the symbols [the brand] </li></ul>
    7. 7. <ul><li>Owning the narrative [media rights] </li></ul>Olympic Games | global + local tensions
    8. 8. Inventing the Olympic festival city… From Barcelona to 1992 to London 2012
    9. 9. Producing a locally owned Olympic Festival <ul><li>Barcelona 1992 </li></ul><ul><ul><li>Venues spread throughout the city: accessing them requires ‘living’ the city </li></ul></ul><ul><ul><li>Venues connected to city’s fabric </li></ul></ul><ul><ul><li>Room for non-regulated street activity </li></ul></ul><ul><ul><li>The city dresses in its own terms | locally rooted design </li></ul></ul>
    10. 10. Producing a locally owned Olympic Festival <ul><li>Beijing 2008 </li></ul><ul><ul><li>Olympic park concentration </li></ul></ul><ul><ul><li>New venues, global iconic architecture </li></ul></ul><ul><ul><li>Crowd management, progressive disappearance of ‘public’ space in Olympic city </li></ul></ul><ul><ul><li>Standard branding – Look of the Games / Look of the City </li></ul></ul><ul><ul><li>Official vs Fringe arts festival </li></ul></ul>
    11. 11. <ul><li>Towards London 2012 </li></ul>Producing a locally owned Olympic Festival
    12. 12. Discussion | Global event vs local festival <ul><li>Who owns the Olympic City? </li></ul><ul><ul><li>Taken over by the Olympic Family – accredited guests with access to all areas </li></ul></ul><ul><ul><li>What are the opportunities for local ownership – beyond official accreditation </li></ul></ul><ul><li>Where does the actual ‘festival’ take place </li></ul><ul><ul><li>Official vs fringe environments </li></ul></ul><ul><ul><li>Are there any ‘unregulated’ Olympic spaces left? </li></ul></ul><ul><ul><li>What constitutes public space in the Olympic city </li></ul></ul><ul><li>Can the festival be ‘globalised’? (a global public sphere?) </li></ul><ul><ul><li>Live sites | opportunity to bring the Olympic festival atmosphere beyond the host city </li></ul></ul><ul><ul><li>Online platforms | opportunity to expand interest communities and sustain friendships </li></ul></ul><ul><li>Can the ‘Olympic’ festival atmosphere be packaged and replicated? </li></ul><ul><ul><li>Can you have at the heart of a ‘festival’ the celebration of ‘universal values’ that are defined and controlled by a global network? </li></ul></ul>
    13. 13. <ul><li>Thank you </li></ul><ul><li>Dr Beatriz Garcia </li></ul><ul><li>[email_address] </li></ul><ul><li>@beatriz_garcia www.culturalolympics.co.uk </li></ul>
    14. 14. Ring-fenced / accredited space Community-created space Commercial / branded space Youth owned/ fringe arts space What place for Olympic festival celebration? Individual space

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