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Exploring the growth of the television audience for the Olympic Winter Games in "non-traditional" markets

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Exploring the growth of the television audience for the Olympic Winter Games in "non-traditional" markets

Majid, Kashef (2005) Exploring the growth of the television audience for the Olympic Winter Games in "non-traditional" markets. Masters thesis, Concordia University.

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Abstract

The spectator audience for the Olympic Winter Games has been increasing in countries such as Mexico, Brazil, Argentina, New Zealand, and South Africa. This phenomenon is noteworthy because, although these countries (termed 'non-traditional' markets) rarely participate in the Winter Games, they choose to watch them. A preliminary analysis of the phenomenon revealed two frequently recurring themes: the Olympic Brand and the Experiential Aspect of viewing the spectacle. In-depth interviews with key producers of the Olympic Spectacle revealed two additional themes: Heroes and Myths and Identification. A hermeneutic analysis of the data identified the relationships between these four key themes. The Olympic Brand and the Experiential Aspect were the two primary themes but they were strengthened by the secondary themes of Heroes and Myths and Identification. When all of the relationships between the themes had been identified, a model was created to find a single abstract theme that captured the entire model. This abstract theme was Hope (a function of yearning and probability)

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Majid, Kashef
Pagination:vii, 147 leaves : ill. ; 29 cm.
Institution:Concordia University
Degree Name:M. Sc. Admin.
Program:John Molson School of Business
Date:2005
Thesis Supervisor(s):Chandra, Ramdas
ID Code:8221
Deposited By:Concordia University Libraries
Deposited On:18 Aug 2011 14:18
Last Modified:18 Aug 2011 15:41
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