Contesting the brand : a media analysis of the image of Rio de Janeiro as host of the 2016 Summer Olympics in Dutch language newspapers / Sarah Van den Broucke, Luana Gama Gato

Van den Broucke, Sarah | Gato, Luana Gama

Cities worldwide consider the hosting of sport mega-events such as the Olympics as a strategy to improve their global image through strengthening the local ‘brand’. To gain insight into how mega-event imaginaries and their associated ‘image value’ travel through written media, the authors present a critical thematic analysis of the portrayal of Rio as the host city of the 2016 Summer Olympics in the Dutch language press. This analysis shows that besides financial, environmental, infrastructural, and safety aspects, media coverage abroad also includes a focus on the social context and effects of the mega-event on the local population.

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