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Appears in Collections:Communications, Media and Culture Journal Articles
Peer Review Status: Refereed
Title: The Regeneration Games: Commodities, Gifts and the Economics of London 2012*
Author(s): Macrury, Iain
Poynter, Gavin
Issue Date: 2008
Date Deposited: 22-Sep-2021
Citation: Macrury I & Poynter G (2008) The Regeneration Games: Commodities, Gifts and the Economics of London 2012*. International Journal of the History of Sport, 25 (14), pp. 2072-2090.
Abstract: This paper considers contradictions between two concurrent and tacit conceptions of the Olympic ‘legacy’, setting out one conception that understands the games and their legacies as gifts alongside and as counterpoint to the prevailing discourse, which conceives Olympic assets as commodities. The paper critically examines press and governmental discussion of legacy, in order to locate these in the context of a wider perspective contrasting ‘gift’ and ‘commodity’ Olympics – setting anthropological conceptions of gift-based sociality as a necessary supplement to contractual and dis-embedded socio-economic organizational assumptions underpinning the commodity Olympics. Cost-benefit planning is central to modern city building and mega-event delivery. The paper considers the insufficiency of this approach as the exclusive paradigm within which to frame and manage a dynamic socio-economic and cultural legacy arising from the 2012 games.
DOI Link: 10.1080/09523360802439254
Rights: This is an Accepted Manuscript version of the following article, accepted for publication in International Journal of the History of Sport. Iain Macrury & Gavin Poynter (2008) The Regeneration Games: Commodities, Gifts and the Economics of London 2012, The International Journal of the History of Sport, 25:14, 2072-2090, DOI: 10.1080/09523360802439254. It is deposited under the terms of the Creative Commons Attribution-NonCommercial License (, which permits noncommercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
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