Mega sport events as universal cultural signifiers

国際観光学研究センター（CTR） 専任研究員の山北 隆太郎助教らによる共著論文が、Edward Elgar Publishingから出版される編書「Handbook on Sport and Culture」に収録されます。

 

 

 

論文タイトル

12. Mega sport events as universal cultural signifiers

(PART Ⅳ, pp.167-184)

 

著者

Ryutaro Yamakita, Center for Tourism Research, Wakayama University, Wakayama, Japan

Wenbo Guo, School of Human Kinetics, University of Ottawa, Canada

Milena M. Parent, Telfer School of Management and School of Human Kinetics, University of Ottawa, Canada

 

書誌事項

Handbook on Sport and Culture

Editors: Vassil Girginov and Katerina Girginova

Publisher: Edward Elgar Publishing

Publication Date: October 2025

ISBN: 9781035339976

https://www.e-elgar.com/shop/gbp/handbook-on-sport-and-culture-9781035339976.html

 

抄録

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 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.

 

キーワード

Culture, Olympic Games, Ceremony, Semiotic analysis, Image, Sustainable development, Peace