Thesis (MA)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: Mega-events such as the Olympic Games have emerged as one of the most significant
features of the global era. Not only has the number of participants increased, but also
the hosting of these events has been seen as an opportunity for countries to externally
market themselves, in an attempt to raise their international profile, and to develop
national identity. As such, many nations continue to enthusiastically compete to host
these events. Despite the prestige of hosting events, South Africa has in the past been
excluded from participating, let alone being considered to bid to host events of such
magnitude. This was as a result of the Apartheid policy that extended into sport. After
being admitted into the world of sport, it has joined the list of nations that regularly
compete to bid.
There are two questions that this study sets out to explore. Firstly, how did hosting of
the Games market South Africa internationally? Secondly, did hosting the Games help
celebrate South Africa's national identity? In trying to answer these questions, the
marketing power concept has been used. Part of the proposition is that marketing
power is more sought after by state elites who lack national identity. In light of this,
South Africa has been used as a case study. Bidding to host the Olympic Games was
no easy road for South Africa, and in the aftermath of the Bid, this study identifies the
reasons why the Bid was unsuccessful.
The findings suggest that South Africa's attempt to host the Games did indeed market
the country internationally. However, the findings indicate that bidding to host the
Games did not bolster national identity, instead it revealed that there was lack of unity.
In addition there are some important lessons that can be drawn from this study. / AFRIKAANSE OPSOMMING: Hoë-profiel gebeure soos die Olimpiese Spele is een van die mees opmerklike
gevolge van die globale era. Buiten dat die aantal deelnemers aan sulke gebeurtenisse
dramaties togeneem het, het die eise en die kompetisie om sodanige gebeurtenisse aan
te bied, toegeneem omdat state hierdeur hulself ekstern kan bemark en intern skep
sulke gebeurtenisse 'n geleentheid om nasionale identiteit te bevorder. Ten spyte van
die prestige wat die gasheer-staat in sulke gevalle te beurt val, is apartheid Suid-
Afrika histories uitgesluit van deelname aan veral hoë profiel sport, en was die
aanbieding van sulke gebeurtenisse in Suid-Afrika buite die kwessie. Namate Suid-
Afrika weer 'n aanvaarde lid van die gemeenskap van nasies geword het, het Pretoria
ook toenemend begin bie om hoë-profiel sportgebeurtenisse aan te bied.
Hierdie studie verken twee sentrale vraagstukke. Eerstens, hoe bemark die aanbied
van die Olimpiese Spele Suid-Afrika op 'n internasionale grondslag? Tweedens, help
die aanbieding van sulke sportgebeure werklik om 'n gevoel van 'n nasionale
identiteit onder Suid-Afrikaners aan te wakker? Ten einde die vrae te beantwoord,
word in 'n hoë mate van die konsep, 'bemarkingsmag' ('marketing power') gebruik
gemaak. Daar word deel geargumenteer dat bemarkingmag juis deur staatselites
nagejaag word in samelewings waar nasionale identiteit gebrekkig ontwikkel is. Die
Suid-Afrikaanse geval is dus by uitstek 'n toonaangewende voorbeeld van die tendens.
In die studie word daar aangedui hoekom die bie proses ten einde die Olimpiese Spele
aan te bied so 'n besondere komplekse uitdaging is, hoe dit deurgevoer is en waarom
Suid-Afrika misluk het.
Die bevindings suggereer dat motivering om die Spele aan te bied inderdaad gedryf is
deur die behoefte om Suid-Afrika se bemarkingsmag uit te brei. Ten spyte hiervan,
het die bie-proses ook 'n baie brose sin van nasionale identiteit ontbloot het en 'n
duidelike rasse-skeidslyn in terme van populere steun vir die bie-proses. Die studie
onttrek ook 'n aantal gevolgtrekkings wat vir ander bod-prosesse van waarde kan
wees.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/50098 |
| Date | 12 1900 |
| Creators | Masuku, Philile |
| Contributors | Van der Westhuizen, J., Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Political Science. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | iv, 71 p. |
| Rights | Stellenbosch University |
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