Esta tese analisa o website do Comitê Olímpico do Brasil (COB), tendo como base a discussão em torno do jornalismo esportivo, desde a perspectiva teórico-conceitual à produção e a usabilidade diante das mediações tecnológicas. A página do COB apresenta um potencial diferenciado para a produção de notícias, ao abrigar características com pouca recorrência nos noticiários brasileiros, focados nos esportes de alto rendimento, na competição e na popularidade das modalidades e de atletas. Surge um desafio nessa cobertura: ampliar a visibilidade das modalidades na mídia e a necessidade de priorizar os valores esportivos como a excelência, o respeito e a amizade. Esse potencial vai além da cobertura das principais competições, como os campeonatos mundiais e os Jogos, ocorridos no Rio de Janeiro, em 2016. Assim, esta pesquisa tem como principal objetivo responder à seguinte pergunta: o site do COB, ao proporcionar que usuários-interatores acessem as informações dos principais acontecimentos das modalidades olímpicas, teria sido utilizado como fonte para a criação de pautas a serem desenvolvidas pelos jornalistas especializados em esportes? Com a finalidade de abordar a discussão do modo de uso / funcionalidade do conteúdo eletrônico jornalístico do Comitê Olímpico do Brasil, este trabalho se debruça sobre a coleta e a análise de entrevistas com pesquisadores, jornalistas e profissionais da mídia. / This thesis has the purpose to analyse the website of the Brazilian Olympic Committee (COB), based at the discussion around sports journalism, from the theoretical concept from varying mediations to production and usability. The COB web page brings a different potential for news production, hosting features with little recurrence in Brazilian newscasts, focused on high-performance sports, competition and the popularity of modalities and athletes. Thus, a challenge arises in this coverage, which is to increase the visibility of Olympic sports in the media and the need to prioritize sports and Olympic values such as excellence, respect and friendship. This potential goes beyond the main competitions coverage, such as the world championships and the Olympic Games, which took place at Rio de Janeiro in 2016. Thus, this research has as main objective to answer the following question: The COB website, by providing that user-interactors access information on the main events of the Olympic modalities would have been used as a source on the development of guidelines to be developed by journalists specialized in sports? With the purpose of discussing the use / functionality of the journalistic web contents from the Brazilian Olympic Committee, this thesis also focuses on the collection and analysis of interviews with researchers, journalists and media professionals.

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The unique potential of sport as a site for the delivery of Corporate Social Responsibility (CSR) has received increasing academic attention in recent years (e.g. Smith & Westerbeek, 2007). However, this literature has been said to have held 'relatively static conceptualisations of CSR through sport' (Dowling, Robinson & Washington, 2013, p. 270), and it could similarly be argued that insufficient attention has been given to the broader social contexts in which it has been delivered. This study therefore aimed to understand more about sport - and the Olympic Games - as a site for the delivery of CSR, using the specific context of private sector sponsor-led CSR schemes based upon the sport and physical activity participation legacy of London 2012. Three separate stages of qualitative data collection were conducted. The first comprised a thematic analysis of macro level policy discourse produced by official Olympic 'legacy actors' in relation to the proclaimed sport and activity legacy of the Games. The second stage also used thematic analysis in order to establish how 20 sponsors rationalised their CSR activity around the Games and how six who organised programmes involving either sport or activity participation justified these. The third stage comprised a series of semi-structured interviews with representatives of three Olympic sponsors and three charity delivery partners who co-operated in the delivery of specific CSR schemes. Once data was organised into themes, data analysis was informed by a governmentality perspective in order to help understand the respective roles of public and private sector organisations in not just the delivery of CSR, but also in 'governing' society in the broadest sense of the term.

Impacts of the Olympic Games on the biosphere and on the communities that host them are significant. Increasing size, scope and costs, rising security concerns, cultural and environmental impacts are some of the key issues facing host cities and those cities bidding or considering bidding for the Olympic Games. One of the ideals of the Olympic Charter is to place sport at the service of the harmonious development of mankind and the three pillars of the Olympic movement are sport, culture and environment. This paper examines the IOC’s options for sustainability in its primary question: In what way could the International Olympic Committee (IOC) contribute to a global movement towards socio-ecological sustainability? The hypothesis that the IOC is an agent for social/cultural and environmental change is explored. The paper uses a principled definition of success for socio-ecological sustainability and presents a vision of a sustainable IOC and Olympic Movement within a sustainable society. From that vision specific IOC strategies along with past, present and short-term future actions are analysed to determine the obstacles and deficiencies in moving the IOC toward complying with scientifically relevant principles for socio-ecological sustainability. Systems thinking is used to identify obstacles and opportunities within the Olympic Movement. These obstacles and opportunities to strategically move the IOC toward sustainability are identified, analysed and discussed. The paper concludes with examples of possible actions the IOC could take to strategically move towards sustainability.

The aim of the thesis is to evaluate the economic impact of the Olympic Park Lipno. First of all, it describes the so-called mega sport events and their impacts, especially the economic ones. Furthermore, the ex-ante and ex-post studies and crowding out effect are characterised in the research. In addition, two analyzes which are described in detail in the thesis were prepared by KPMG. The research method is a questionnaire survey with all information gained at the Olympic Park Lipno. The questionnaires and the collection of secondary data allowed us to proceed to comparison of the researched studies and, in particular, to the calculation of the economic impact.

This thesis deals with the historical development of the concept of the sport at the Olympics. Compares the pros and cons of the professionalization of the sport at the Olympics and analyzes the reasons, why the rules changed. It describes a long way in the development of Olympic sport and focuses on the historical events leading up to the actual professionalization of the sport at the Olympics. Furthermore, the work deals with attitudes that held the leadership of the International and Czech Olympic Committee in relation to professionalization of sport. The last point of my thesis is to think about the consequences of the professionalization of the sport at the Olympics and its commercialization. KEYWORDS Professionalism, amateurism, Olympic Games, the Olympic Charter, P. Coubertin, J. A. Samaranch, Avery Brundage

The master thesis is focusing on media image of Emil Zátopek using the method of qualitative content analysis. Five periods of time, each of them six months long and sixteen years apart, are examined. These periods of time are represented by the years 1952, 1968, 1984, 2000, 2016 in which the Summer Olympic Games were held. As a representative sample of the printed media during the time of communist hegemony in Czechoslovakia Rudé právo, Mladá fronta and Československý sport that has been thematically involved (there has been no analysis for this one during the year 1952 since the first print was published in 1953) were chosen. The printed media after the revolution time are represented by Právo, Mladá fronta Dnes and Sport. The thesis brings the answers to the main research question how the media image of the most successful Czechoslovak runner was developed in the context of political and that time contemporary situation and it also explains the other questions that are focused on the causes of this possible change and the difference between the presentation of mass media during the communist and later also democratic regime. The features and concepts of media image construct as well as social situation in the country, history of the chosen media and media function in the given periods of time...

This thesis principally compares the Olympic broadcasting on the Czech Television covering Winter Olympic Games 2010 in Vancouver and 2014 in Sochi. The first part of the text defines the concept of Olympism, the history of the Olympic Games and the Czechoslovak Olympic Committee, and the current form of the Games and their future. The further analysed Winter Olympics 2010 and 2014 are being briefly described in this section as well. Moreover, the relationship between sport and media, and the media event of the Olympic Games are being defined. Considerable attention is being given to the Olympic Television Broadcasting. Consequently, the history of broadcasting, broadcasting rights, commercialization of the Olympics, their funding, and the function of Olympic Broadcasting Services is being discussed too. The latter part is devoted to the Czech Television, its history and current form as a public service broadcaster. The chapters that deal with an analysis of Olympic broadcasting covering Vancouver and Sochi describe the Olympic teams of the Czech Television in Prague and in the Olympic venue, program schedules, and web specials. The number of broadcasted hours from the Olympics, the costs of broadcasting production, and the viewership are being compared. The Olympic broadcasting from Vancouver was...

Title: Corporate Identity of the Czech Olympic Committee Objectives: The thesis contains an analysis of recent image of corporate identity (CI) of the Czech Olympic Committee. The main objective of the thesis is an evaluation of the CI of the organization and a comparison with the arranged theoretical knowledge of contemporary literature. The outcome of the analysis is the suggestions and references to improve the area of CI. All of these suggestions will help to create new projects and more effective CI of the following organization. Methods: The thesis could be divided into two parts. The first part - theoretical - is dealing with the problems of theoretical knowledge which is available in the contemporary literature. The second part of the thesis contains the analysis, the comparison, the critical evaluation and suitable (realistic) recommendations for the creation of the optimal CI. The relevant data were obtained from the available documents and from the interviews with the members of the organisation. The rest of the data was obtained from author's personal expierence from the organisation where participated in an internship. Results: The analysis of CI shows the current status and quality of work of the Czech Olympic Committee, full of quality work with a purpose and the effort of the change...

The aim of this dissertation is to provide a new perspective to the analysis of megaevent / host city relationship. The significance of the research subject depends on the interest in hosting mega-events such as the Olympic Games and the World Fairs, which generate a competition among cities. Turkish cities are recently being involved in this competition. In addition to that, mega-events have large-scale and long-term impacts on the built environment, which has not been thoroughly discussed in urban studies. The methodology which is based on a qualitative analysis comprises three steps: a historical analysis made on the Olympic host cities, and two case studies. The first case is Athens as the 2004 Olympic city, the second case is Istanbul as an Olympic bid city since 1990. This study recognizes but qualifies the concept of megaevent hosting. It is shown that mega-event hosting is a capacity-building process, whilst it has a potential to generate overdose investments problem in the built environment. The most significant conclusion of the study is that the ability of coping with this problem is correlated with the ability of absorbing the investments made.