Mega sport events as universal cultural signifiers
公開日 2025.08.08
The book chapter co-authored by CTR researcher, Dr Ryutaro Yamakita will publish in the “Handbook on Sport and Culture”.
Title
12. Mega sport events as universal cultural signifiers
(PART Ⅳ, pp.167-184)
Authors
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
Source
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
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 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, Peace
