So, here's the blog-distprted version of my final paper

Contents

Preface: Why Athens 2004 Online?..................................................................................1

Introduction……………………………………………………………………………... 2

1. Olympic Games culture………………………………………………………… 3

1.1.Olympic Dilemma: the conflict between the public and the commercial…...…… 4

1.2.Olympic Games marketing traditions……………………………………………. 5

1.3.Broadcasting policy……………………………………………………………… 6

2. Internet and the Olympic Message……………………………………………. 8

2.1.New media and Olympic philosophy…………………………………………….. 8

2.2.The beginning of Internet era…………………………………………………….. 9

2.3.  The XXI century Olympics……………………………………………………...10

2.3.1.      The internet shut out: Sydney 2000..................................................................10

2.3.2.      Further steps to “digitalization”: Salt Lake 2002…………………………..11

2.3.3.      Political interference.......................................................................................12

3. Athens 2004: Olympics online? ……………………………………………….13

3.1. The Official Web Site: www.Athens2004.com....................................................14

3.2. www.NBCOlympics.com: multimedia from the main broadcaster……………..18

3.3. www.BBC.co.uk/sports : public cyber-Olympics.................................................20 3.4. Sponsors…………………………………………………………………………22

4. Concluding remarks…………………………………………………………….23

References………………………………………………………………………….25

Bibliography