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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
The End of an Era? The Olympic Idea at the Turn of the Millennium, and the Path to the Postmodern Olympic Games
 Vojáček, Tomáš ; Kovář, Martin (advisor) ; Koura, Jan (referee)
This thesis is an analysis of the extensive transformation of the Olympic movement, which occurred at the end of the 20th century. The main focus is on the importance of the XXIII Olympiad in Los Angeles, regarded as a major milestone in the history of the modern Olympic movement. The introductory chapter deals with the 1970s' crisis of the Olympic movement. The second chapter describes the complications related to the allocation of the Olympic Games to Los Angeles. Based on the XXIII Olympiad, the third and the fourth chapter analyse the revolution in Olympic marketing. The objective of the fifth chapter is to demonstrate the need for the financial independence of the Olympic movement in the context of the Cold War, the Soviet boycott in particular. The last two chapters deal with the commercialization of the Olympic movement, the reform of the IOC and the discussion regarding the timeliness of the Olympic values.
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