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harnessing the twitter olympics:
from #van2010 to #london2012
                                   jennifer m. jones
www.jennifermjones.net   #media2012 #van2010 #ldn2012
So why the Olympics?
Sport
The Olympics is not a sporting event...
olympism, symbols &
                       governed by the IOC
            ideology
sacred symbols   brand identity
ritual & spectacle
disruptive, locally interpreted but
globally understood.
sponsorship: the corporatisation of an institutionalised ideology
transformative infrastructures - the invasion and the privatisation of
public space
cultural programming   CODE (cultural olympiad 2010)
media visibility - one of the most watched events in the world
the games do not exist in a vacuum
everything is political
security & surveillance
budget cuts
...and funds that will not renew
once the games are over.
destruction of
existing communities
• displacement and gentrification
  of areas- artificially inflating
  housing prices to price out
  existing residents.
local resistance   DTES Olympic Tent Village
olympic resistance
                     photo credit: @kk
          network
protest, resistance and the games go hand in hand since the first
games in athens, 1896.
The olympic games is not a sporting event...
...it is a stand-alone, complex (and often
conflicting) multi-narrative phenomena...
...that produces globally shared histories and
memories of a nation’s collective identity...
...that we share together through the media.
athens 1896   the first modern games
how do we remember?
the first olympic
media was a citizen
journalist
the IOC shaped their recent
history on the images and
archives provided by audience
members
but now...
accredited media
media corporations that have
paid the most for the exclusive
rights and access to the games

one representative from each
country

full rights to the sport and
olympic brand
access to sport
non-accredited
media	
visiting journalists who may or
may not have accreditation for
the ‘official’ media centres.

facilities provided from the host
city government to support
media production
media access to people   people get access to media
but what about everybody else?
access to technology:
faster, smaller, cheaper
samsung athens 2004   leading the way in innovation
this presentation is breaking copyright law!
IOC congress, oct 2009   Martin Sorrell
‘audience as co-conspirators’
launched half-way
                          flickr.com/olympics
through vancouver 2010
the olympic review   acknowledged after the games
but what about the rest of us?
amplifying alternative narratives
self-accredited media   truenorthmediahouse.com
what does it mean to be media?
w2 arts and media
house
www.creativetechnology.org
media space for
independent journalists
workspace & facilities
produced their own
    media content
TNMH had no physical space, social
            media only.

W2 was a community space, transforming
           when required.
how can this change the games experience
towards london 2012?
london as a ‘national
                        13 regions of the UK
             games’
social media already part of games experience
resistance to the games
national unease
#media2012 - national citizen media network for
london 2012
reclaiming the olympic games
from media event to media festival
http://www.media2012.org.uk
http://www.jennifermjones.net
#media2012

see you in london!

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Harnessing the "twitter" olympics: From #van2010 to #london2012: International Olympic Academy