Seoul 1988 and London 2012 | A Cross Cultural Comparison
Written By: James Walton
Every four years, the Olympic games are the highlight of the summer for people all over the world. Host cities are selected to organize a celebration of the Olympic Games, an event that dates back to Ancient Greece. The International Olympic Committee serves to see that the games are celebrated, to see that sport is a benefit to humanity and determines the winning bid that cities submit to host the games. The modern Olympic games are held over a period of many days where athletes representing their country compete in different sport disciplines. Many cities place bids to host the games and is quite a big opportunity for a host city and country to showcase it’s historical, cultural, athletic, and economical significance to the rest of the world. The cities of London, England and Seoul, South Korea served as hosts to the summer Olympic Games in 2012 and 1988, respectively. Analyzing the differences and similarities between the two host cities staging of the Olympic games will allow for there to be examples of how the Olympic Games highlight culture and serve to develop local economies.
Geography & Politics
Seoul, a mega city, is South Korea’s capital city and plays an important geographical and political role in the nation and world. The city is settled upon the shores of the Han River which divides the city into northern and southern parts. The Han River was used as a trade route from the inland regions to the Asian continent and Japan via the Yellow Sea in ancient times. Located in the northwest corner of South Korea, the city experiences a humid climate in the summer months and dry, cold winters. Many mountains surround the city, providing a natural backdrop to a densely populated city. 23.6 million Seoulites live in the metro area of Seoul, with 9.7 million residents living in the special city district. About twenty-five percent of South Korea’s population lives in Seoul and the city is one of the world’s largest metropolitan areas in terms of population. The country itself isn’t geographically large. Seoul’s designation as a special city means that it carries equal status with provinces in South Korea. The city has no provincial government and is controlled by the federal government of South Korea. The city is further divided into gu’s, a word for district, and has offices that handle many of the activities and functions that Western city government’s control. An article by Chalmers Johnson of the LA times considered the legacy and importance of the ’88 games in spreading democracy through Asia.
In 1987, student demonstrations fought for a constitutional government against dictator General Chun Doo Hwan. South Korea's increasingly affluent middle class backed the students. After his police tortured to death one protesting student, Chun was forced out of office. Elections on April 26, 1988, ended the authoritarian regime in South Korea and inaugurated parliamentary democracy. This was the most important case in East Asia of democracy being established from below by the people. The September '88 Seoul Olympics were a glorious success.
The president of South Korea is elected every five years for a single term and the national assembly and local governments are elected every four years. Citizens earn universal suffrage at the age of 19. The city of Seoul has many years of history written. Over time, it has developed into a major economic city of the modern world. The city on the Han River’s development has a unique story and the Olympic Games of 1988 served as the nation’s coming out party.
The City of London is situated on the River Thames and is the capital city of England and the United Kingdom. Originally founded by the Romans, the city has been a major influence in the world for 2,000 years. Situated in the southeast corner of Great Britain, the River Thames is the main geographical feature in London. The city is susceptible to flooding as this region’s land is curved downward from glacial activity thousands of years ago. London winters are chilly and wet while the summers are warm. The weather in London is not extreme, though the city does experience the heat island effect, that urban structures absorb and reflect more heat. London has been divided into 32 different districts and each area is distinct in its economic, historical and cultural condition. The city is a mega city with 13.7 million people residing in the metro area including an estimated 8.1 million Londoners in the urban zone. Great Britain is run under a constitutional monarchy and its government is based on the Westminster parliamentary system. The parliament holds supreme power over political parties in the U.K. and is a bicameral system. The U.K. has opted out of Euro area participation but remains in the European Union. London is the first city to host the Olympics on three different occasions and largely won the bid on planned efforts that will advance many Olympic values.
London and Seoul both share geographical characteristics but have different political systems. In ancient times, cities developed around waterways for their provision of water and made transportation easy. The rivers in both London and Seoul are integrated into the city and are the prominent geographical feature citizens and tourists of these great cities enjoy. The modern era has seen the rise of mega cities, those with populations greater than 10 million inhabitants. Seoul is a massive city and about a quarter of the total South Korean population lives in the metro area. London too is a mega city. London is considered to be the city that defined the modern city and has the history to prove it. However, the two cities and their nations feature different political systems. London is stepped in history and tradition through the Westminster system, a parliamentary-based government emulated in many countries throughout the world. South Korea’s political orientation is a testament to the power of the Olympic games to transform society in a powerful way. Student led protests against a dictator brought democracy to a nation that needed it. While the two cities do operate in separate political spheres, it is without a doubt that they both have political legacies that should not be ignored.
People, Culture & Traditions
Seoulites, and South Korean’s, have unique cultural customs that respect the sanctity of family and harmony in their society. South Korea’s flag pays homage to the Asian philosophy of yin and yang, and symbolizes progress, balance, harmony with the natural world. A 2005 South Korean census found that about half of the population in South Korea is religious. The three main religions in South Korea are Buddhism, Christianity and Catholicism. A widely held societal value recognizes the importance of the family unit and is the most important part of Korean life. High levels of mutual respect are displayed in South Korean society. As explained by the Ministry of Culture, Sport and Tourism, “all Koreans speak the same language. All Koreans speak and write the same language, which has been a decisive factor in forging their strong national identity. The words and accent spoken by the people of the Seoul area are regarded as standard.” While the Korean peninsula is attached to the Asian continent, the people of South Korea are almost on an island with North Korea sharing the only border. The combination of their geographical situation, accommodation of world religions and strong national language has fostered a loving, vibrant and balanced culture. The various art forms celebrate the heritage and symbols of ancient settlers, reflect its ecological circumstances, and tell the story of the many empires and periods of history South Korea has been through. Koreans celebrate unique holidays. The holiday of Seollal is celebrated on the first day of the lunar New Year and families gather wearing their best clothes to observe their ancestry. Seoul is home to a lantern parade on Buddha’s birthday. Christmas and unique agricultural-related holidays and traditions are celebrated to pray for a bountiful harvest. Families also celebrate babies’ 100th day and the 60th birthday. These celebrations have lost significance however, as the country has developed into a modern industrial society where infant mortality rates are low and life expectancy is high.
English culture has developed over many centuries and London is claimed to be the cultural capital of the world and is in a modern state. England’s flag is known as the Red Cross of Saint George, a simple red cross centered over a white background. The flag of Great Britain, known as Union Jack, is recognizable by people all over the world. The flag features the Red Cross, imposed over the flag of Ireland and the predominant red lines are both layered over the Saltire of Saint Andrew, Scotland’s flag. The predominant religion of London and England is Christianity but there is no denying the presence of minority religious and cultural groups, especially within London city limits. The history of the English language is broken up into three distinct periods of Old English, Middle English and Modern English, according to Merriam Webster. The website also argues that English is a member of the family of languages that have evolved from Germanic languages spoken on the European continent before written records were kept. The English identity is found through the history that the nation once controlled the largest empire the world has ever seen. England is responsible for sparking the industrial revolution that has transformed our world. Citizens take pride in an iconic, significant and multicultural national culture. These three examples make up the English identity England’s popular culture starts with the literary works of Shakespeare. These works are studied all over the world. The 1800s saw the development of the novel as a literary work. Charles Dickens’ book “A Tale of Two Cities” is a masterpiece of fictional literature. The story gives an account of survival juxtaposed between the cities of London and Paris. More significant fictional literature focuses on the identity and condition of living in empirical England. Flash-forward to the 1990s and the Spice Girls, a girl pop group formed in London, who took the teens and music charts of the world by storm. They signed record deals with Virgin Records, owned by English billionaire entrepreneur Richard Branson. Posh Spice, a member of the Spice Girls, is married to the English football super star David Beckham. Beckham is a legendary English football player for the national team and the play for the nations most successful team, Manchester United. England boasts tremendous pride in developing the international sport of football. Referred to as ‘the beautiful game’, Londoners love supporting the National team and English Premier League teams. The city is home to six Premier League teams as well. As a largely Christian nation, Londoners and Englanders celebrate the religious holidays of Christmas and Easter. The city of London plays host to many traditions, celebrating art, sport and city history. In late June, the famed tennis ground in London known as Wimbledon, hosts an annual tournament between the world top male and female players. The grounds first hosted a men’s tournament is 1877. Wimbledon, one of four annual tennis tournaments named majors and is the only one played on grass. Damian Harper, author of Discover London explained annual summer traditions in London like “The Royal Academy Summer Exhibition showcases works submitted by artists from all over Britain. The Notting Hill Carnival, Europe’s largest, is a celebration of Caribbean London, featuring music, dance and costumes” (p. 40). London’s history dates back to the Roman settlement of a river in Southeast area of an island north of the European continent.
Seoul and London differ through art forms, history and philosophy but are related due to their strong presence in the world economy and popular religions. The cultures of the two nations characterize the ideological split between the East and the West. Seoul’s society, the capital city of South Korea, is largely based on Asian values of harmony and mutual respect. These values are reflected in the story of the South Korean flag. London is a bustling Western city that represents progress. Its citizens live their lives seeking to accomplish goals or to find happiness. The design of Great Britain’s flag and its use in countries flags that were once under control of the British Empire, reflect the Western value of achieving goals and getting what one wants in life all. The art forms of each city and respective nation stress different disciplines. London is renowned for it’s West End Theatre district. It’s pop culture is followed all over the world. London has a rich collection of fictional literature that was adapted from the experience of its people. But in Seoul and South Korea, there is a respect and appreciation for ancestry and the environment that has served the past. Paintings depict natural scenery and animals. Art is also made with artifacts that utilize natural materials. The history and cultural norms represent different ideologies but the two cities appreciate sports and find themselves as big players in the world economy. Art is also expressed through sport as football and has become known as the beautiful game. England developed the game into the world’s most popular sport. Seoul and South Korea respect martial arts as both a sport discipline and an art form. Thus, there is a mutual appreciation for the beauty of activity in both sport disciplines. It is also likely that Great Britain and South Korea are trading partners. Although the ways their economies have developed are unlike, the world relies on the products and services the two economies produce. London and South Korea are both their nations capital and are the biggest economic resource each country enjoys. Further, both of the cities are welcoming of different religions. Christianity and Catholicism are common in both cities. However, Seoulites may slowly be losing touch with their traditional holidays and values as their businesses compete in Western markets. The cities of Seoul and London are representative of true East and West values but celebrate their unique histories through the hosting of mega sporting events. Seoul has hosted a summer Olympics and a world cup while London is the third city to host the Olympic on three different occasions.
Olympic Highlights and Facts
Seoul hosted the 1988 summer Olympics and this is one of the proudest moments in South Korea’s history. New President Roh Tae-woo officially opened the opening ceremony on September 17th, 1988. According to the official website of the Olympic movement, the Seoul games got off to an emotional beginning when the Olympic flame was lit by “Sohn Kee-chung, the winner of the 1936 marathon. In 1936 Sohn had been forced to enter using a Japanese name because Korea was occupied by Japan.” 8,391 athletes competing in 27 different sport disciplines represented 160 nations. Table Tennis made its debut as an Olympic sport and tennis was returned as a medal sport. Given the host nation of these games, there was a possibility that the nations in the Eastern Block would boycott the Olympic games. This was the first boycott free games, the Korean Ministry of Culture, Tourism and Sport pointed out. However, the Soviet Union and Eastern Germany finished first and second in the medal count, while the USA finished third. The 24th Olympiad in South Korea was successful and the citizens of Seoul now enjoy world class sporting facilities as a result of hosting the Olympic games.
The thirtieth Olympiad will kick off on July 27th, 2012 in London, England. The opening ceremony is titled “Isle of Wonder” and will celebrate the English natural environment and the originality of its people. The Olympic stadium will be transformed into a depiction of the British countryside, complete with farm animals. Also, it is widely rumored to feature an appearance by the fictional character James Bond. Over 10,000 athletes from over 200 nations will compete for medals in 39 sport disciplines. There was concern over Saudi Arabia not sending women athletes to the games but, in the end, two Saudi Arabian women will compete. Women’s boxing will be included in the competition. The IOC has dropped baseball and softball from the roster of competitions, though both were included in the original bid. The action will take place over 19 days and is without a doubt the largest sporting event the U.K. has ever hosted.
The juxtaposition of the celebration of the Seoul and London Olympic games reflect the circumstances regarding the country’s economic and historical significance. Seoul’s official motto was harmony and progress. The nation experienced a tremendous level of industrial success in the fifty years between the end of World War II and the hosting of the Olympics. The Seoul games was a coming out party for the nation, officially opening it’s borders and culture for the world to enjoy. The city even co-hosted the ’92 World Cup with Japan. The Olympic games served as a way for large-scale sport development to occur. London’s official motto is inspire a generation. The winning factor of the London bid was its desire to use the games as a means to improve the physical condition of East London. Sustainability is a major focus of the London organizing committee. The important difference between the hosting and key message of the ’88 and ’12 Olympic games is that Seoul celebrated the tremendous progress it’s country has made whereas London wants to celebrate the progress the world can make to create a clean and just future for all.
Revenue, Sponsorships & Media
Seoul’s operation of the Olympic games was detailed in a 1,500 page official report and released information regarding revenue, sponsors and the media. Revenue was gained from TV Rights, marketing, tickets, souvenirs, advertising, lotteries, accommodation fees, interest and donation streams. Information contained below was released through the Seoul Local Olympic Organizing Committee’s (SLOOC) final report.
As of April 20, 1989, the total revenues amounted to 909.8 billion won as against expenditures of 568.4 billion won, registering a surplus of 341.4 billion won. Sponsors were required to pay over 2 US million dollars in rights fees for the rights to use official images in marketing campaigns, promotions and advertising. Twenty-three corporations provided revenue in the sponsorship category. Fifty-Seven corporations partnered with the Seoul Olympics to provide the goods and services needed to run the sporting events and operations of the Olympics. Official Partners value in kind was not to exceed 2 million dollars. The most expensive ticket sold was for a first class seat at the Opening Ceremonies. The majority of revenue was secured from the selling of TV broadcasting rights. The US was targeted for the amount of money American networks are willing to pay for broadcasting rights, NBC’s buy was over 70% of the total TV rights revenue stream.
The Seoul Olympic games followed the 1984 Olympic Games, considered to be one of the most successful host cities of all time. The city benefited tremendously from high levels of spending to improve the infrastructure of the city in preparations for the Olympic Games. The 24th Olympiad in Seoul did not leave a legacy of economic dependence on the city of Seoul.
The staging of the Olympic games in London relies on receiving support from partners in securing goods and services to facilitate the operations of the Olympic Games. At the time this paper was being written, official revenue figures for the London Games have yet to be determined. NBC paid 2 billion for the broadcasting rights for both the 2010 Winter and 2012 Summer Olympic Games. Progress has been made towards securing the needed revenue for the 2012 games. The information below is used from the press release sent out by the London Organizing Committee of the Olympic Games (LOCOG) on September 10, 2010.
The operating budget for the London 2012 Games is circa £2 billion. LOCOG secured new domestic sponsorship deals with one Tier One partner, as well as three in Tier Two and eight in Tier Three. As at 31st March 2010, the Company had 27 domestic partners, and has since signed another seven domestic sponsors. As at 31st March 2010, LOCOG had raised £612 million, representing nearly 90 percent of the total domestic sponsorship budget target. In total £1.4 billion of the circa £2 billion operating budget had been secured at the end of the financial year.
Ticket sales for the games have reached predicted levels and will provide a significant source of revenue for the games. England’s great stadiums that are being used to host the football matches provided high levels of ticket inventory for those games and may not be able to sell out. Tickets were distributed to different countries organizing committee’s and may be returned to LOCOG if inventory was unable to be sold. The acceptance of Dow Chemical and British Petroleum as sponsors has caused controversy in the international news cycle. Dow owns Union Carbide, a Bhopal India chemical plant that exploded in 1984 and killed 20,000 people. Critics have blasted LOCOG and the IOC for allowing Dow Chemical and BP to sponsor the London Olympics, the most sustainable Olympics yet. LOCOG has brought up the important fact that Dow acquired the Union Carbide a full 17 years after the devastating explosion. Dow Chemical has received more public outrage, as it is a partner in the worldwide TOP sponsorship program. British Petroleum owned the lease on an offshore drilling platform named Deepwater Horizon. On April 20, 2010, the drill exploded and anywhere from 30,000 to 60,000 barrels per day gushed into the Gulf of Mexico for three months. The U.S. government declared that BP is the responsible party for the largest accidental oceanic oil spill in history. BP is an official partner of the London games and other national Olympic committee’s but suffered the larger credential ruining PR nightmare. These two companies are using the sponsorship strategy of the sports business field within marketing. The Olympic brand is one of the most powerful and socially positive brands in the world. The two companies are using sponsorship strategies to affect positive feelings about their brand through marketing partnership with the Olympics. Both brands stand to benefit from simple awareness and affect transfer. The brains cognitive process starts with recognizing a brand, when exposed to either BP or Dow’s brand with the Olympic rings, “that exposure to an object has been found to lead positive affect toward the brand” (Pracejus, 22). Further, the length of the Olympics will allow for enormously high levels of affect transfer as “positive feelings toward an event transfer the sponsoring brand through the sponsorship association” (Pracejus, 22). The sheer amount of televised coverage in markets all over the world provide high levels of return for these sponsorship ships, given contractual assets include stadium or court signage. Controversy aside, London stands to benefit tremendously from increased levels of tourism spending, infrastructure development and the smooth operation and profitability LOCOG aims to achieve in hosting the 2012 summer games.
Both the Seoul and London games are similar in the sense that they have used the IOC TOP sponsorship model but are separated by twenty-eight years of business innovation. Seoul had the honor of getting the Olympic torched passed from the Los Angeles games. LA based a revolutionary sponsorship model on the concept of product category exclusivity and tiered rights. Seoul was the first games to implement a sponsorship business at both the international and national levels. Seoul was a fiscally successful game as well, thanks to sponsorship dollars and the high market value Olympic content draws. Public money was used to improve and put a shiny new upgrade on the infrastructure of both cities. The profitability of the London games has yet to be fully determined though all signs point to profitability holding the activities of the games. London benefits from the high value associated with being a TOP partner and from best practices established before. There is a strong trend that the games, especially the Summer Games, have two different financial sections. They are to organize places and develop venues for competition to occur and to support improvements to public transportation for the influx of tourists. The latter is often critiqued, noting that it’s a large expense.
Technology & Communication
In 1988, the world was becoming more technologically advanced and this was reflected in Seoul’s operations. The communication and technology operations at the Seoul games prioritized telecommunications, computer, electronics facilities, and broadcasting. Each category had responsible parties who oversaw the resources available for implementation, support and execution of each area’s operational plan. Sports venues needed high quality timing devices to score the timing of events. The following highlights are taken from the SLOOC final report. The telecommunications highlight was the use of a video teleconference system that allowed administrators to have efficient operational control meetings throughout the games “and there was no shortage in the supply of wired telecommunications, wireless telecommunications and exclusive wireless telecommunication devices,” thanks to the help of sponsors (749). Computers were used to score the times in many events and its system was able to simultaneously relay the results to all broadcasters, and ultimately the world. Seoul was one of the first games that needed complete technological and communication systems to execute firms broadcasting operations to allow the world to see how South Korea was fully capable of excelling in the modern world.
The London Olympics will benefit from the advanced technological and communication industries within England. The British Broadcasting Company, BBC, is the official host of the Olympic Games. Panasonic, a sponsor, will be the official sponsor for digital services for the games as well. The changing viewing mediums available to sports content consumers will provide media company’s opportunities to understand the demand for device streaming during these games. In the U.S., YouTube is partnering with NBC to provide live streaming of the games online. The way sports fans watch their content is extending to multiple streams. The rights holders to Olympic content in the U.S. and abroad will provide diverse mediums for broadcasting. They will undoubtedly see trends and behavior patterns when it comes to viewing the action during peaks events. Members of the LOCOG have also seen the importance of protecting sponsors and partners in the realm of social media. The popularity of Twitter has increased since the 2008 & 2010 Olympic games and offers savvy advertisers opportunities to ambush official sponsors. London organizers have set up the systems, received the products and have provided a world class International Broadcasting Center for rights holders to provide amazing Olympic content to people all over the world.
Both Seoul and London have broadcasted the games in the modern, binary driven computer age. Seoul was widely praised for seamless coverage of the games. The Olympic Games were a platform for Seoul to show-off the nations technological capabilities. World-class innovation was used at the Seoul games and allowed for extremely precise measurements that could then be simultaneously transmitted over the airwaves. London has a world class broadcasting center available for companies to use. The technology, especially in the quality of images on today’s screens, is what has distinguished the difference between the technological and communication patterns between the two host cities.
Doping, Ethics & Scandals
Doping and political controversies were an aspect of the Seoul games. In all, ten athletes were found guilty of having used performance-enhancing drugs. According to the Olympic movement website, Ben Johnson, a Canadian track and field athlete, set a world record in the 100m dash, but tested positive for steroids. He was the first well-known athlete to have been caught cheating. Seoul drug controllers had the right systems and regulations in place to detect cheaters. As mentioned earlier, the hosting of the Olympic games catalyzed South Korean’s desire for having democracy. This is a tremendous legacy associated with the hosting of the Seoul Games. But the late 80’s were a time of a polarized international political climate. South Korea was at war with its neighbor, North Korea. Though peace was upheld during the games, it reflected the ideological conflict between democracy and communism of the time. East Germany and the USSR competed in the games but would soon see the collapse of their political structures. Both countries were not around by the time Barcelona hosted the 1992 games.
London’s bid was won in a period of economic growth but executed during the worst economic conditions since the 1930s. The use of public money to support development of the Games has drawn high levels of public dissent and criticism. It is uncertain how many doping scandals will reveal themselves during the London games. Athletes should know not to cheat, examples have been made of the ramifications athletes face when they cheat. However, the LOCOG has committed high levels of attention to implementing sustainable practices at almost every level of its planning of the games. This high level of environmental stewardship is outstanding and reflects the values associated with Olympism. Going forward, considering the best environmental practices in hosting the Olympics will be especially important. London’s organizers deserve credit for displaying environmental ethics and leadership ever since submitting their bid.
In the modern age, technological advances have been made in almost aspect of human life. Drugs have been produced to make the human body capable of even greater accomplishments, but detection systems have also been produced to detect when illegal substances are in an athletes body. The Seoul Games were held before the IOC adopted the environment as the third pillar of the Olympic Games in 1994. The political climate of the ’88 games was polarized, but the power of the Olympic games and values brought the world together for 3 weeks to celebrate our athletes, culture and friendship. The 2012 games in London will be conducted when global credit markets are facing enormous pressure. But by coming together to celebrate sports, culture and friendship will be what this world needs, as was the case in 1988.
The Olympic Games serve to bring the world together. By hosting the Games, host cities celebrate their culture; use the natural environment to promote the healthy benefits to sports and use technology and communication to show the world competition that aims to increase friendship and good sportsmanship. Seoul hosted the Games in ’88 and reflects the power of sports to bring about positive change in society. The London Games will celebrate the progress that humans all over the world can make to create a world for the next generation. Though these two nations are in separate spheres of thought, there is no denying that both of these Games highlight culture and have served to develop local economies.
References
Harper, Damian. Discover London. 2nd ed. Footscray, Vic.: Lonely Planet, 2012. Print.
Johnson, C. (July 18, 2001). When the Olympics Fostered Democratic Progress in Asia. Los Angeles Times.
Ministry of Culture, Sport and Tourism. (2012). Facts About Korea. Department Global Communication and Contents Division.
Pracejus, John. Seven Psychological Mechanisms Through Which Sponsorship Can Influence Consumers. Course Packet. SBUS 452 Sports Sponsorship.
Written By: James Walton
Every four years, the Olympic games are the highlight of the summer for people all over the world. Host cities are selected to organize a celebration of the Olympic Games, an event that dates back to Ancient Greece. The International Olympic Committee serves to see that the games are celebrated, to see that sport is a benefit to humanity and determines the winning bid that cities submit to host the games. The modern Olympic games are held over a period of many days where athletes representing their country compete in different sport disciplines. Many cities place bids to host the games and is quite a big opportunity for a host city and country to showcase it’s historical, cultural, athletic, and economical significance to the rest of the world. The cities of London, England and Seoul, South Korea served as hosts to the summer Olympic Games in 2012 and 1988, respectively. Analyzing the differences and similarities between the two host cities staging of the Olympic games will allow for there to be examples of how the Olympic Games highlight culture and serve to develop local economies.
Geography & Politics
Seoul, a mega city, is South Korea’s capital city and plays an important geographical and political role in the nation and world. The city is settled upon the shores of the Han River which divides the city into northern and southern parts. The Han River was used as a trade route from the inland regions to the Asian continent and Japan via the Yellow Sea in ancient times. Located in the northwest corner of South Korea, the city experiences a humid climate in the summer months and dry, cold winters. Many mountains surround the city, providing a natural backdrop to a densely populated city. 23.6 million Seoulites live in the metro area of Seoul, with 9.7 million residents living in the special city district. About twenty-five percent of South Korea’s population lives in Seoul and the city is one of the world’s largest metropolitan areas in terms of population. The country itself isn’t geographically large. Seoul’s designation as a special city means that it carries equal status with provinces in South Korea. The city has no provincial government and is controlled by the federal government of South Korea. The city is further divided into gu’s, a word for district, and has offices that handle many of the activities and functions that Western city government’s control. An article by Chalmers Johnson of the LA times considered the legacy and importance of the ’88 games in spreading democracy through Asia.
In 1987, student demonstrations fought for a constitutional government against dictator General Chun Doo Hwan. South Korea's increasingly affluent middle class backed the students. After his police tortured to death one protesting student, Chun was forced out of office. Elections on April 26, 1988, ended the authoritarian regime in South Korea and inaugurated parliamentary democracy. This was the most important case in East Asia of democracy being established from below by the people. The September '88 Seoul Olympics were a glorious success.
The president of South Korea is elected every five years for a single term and the national assembly and local governments are elected every four years. Citizens earn universal suffrage at the age of 19. The city of Seoul has many years of history written. Over time, it has developed into a major economic city of the modern world. The city on the Han River’s development has a unique story and the Olympic Games of 1988 served as the nation’s coming out party.
The City of London is situated on the River Thames and is the capital city of England and the United Kingdom. Originally founded by the Romans, the city has been a major influence in the world for 2,000 years. Situated in the southeast corner of Great Britain, the River Thames is the main geographical feature in London. The city is susceptible to flooding as this region’s land is curved downward from glacial activity thousands of years ago. London winters are chilly and wet while the summers are warm. The weather in London is not extreme, though the city does experience the heat island effect, that urban structures absorb and reflect more heat. London has been divided into 32 different districts and each area is distinct in its economic, historical and cultural condition. The city is a mega city with 13.7 million people residing in the metro area including an estimated 8.1 million Londoners in the urban zone. Great Britain is run under a constitutional monarchy and its government is based on the Westminster parliamentary system. The parliament holds supreme power over political parties in the U.K. and is a bicameral system. The U.K. has opted out of Euro area participation but remains in the European Union. London is the first city to host the Olympics on three different occasions and largely won the bid on planned efforts that will advance many Olympic values.
London and Seoul both share geographical characteristics but have different political systems. In ancient times, cities developed around waterways for their provision of water and made transportation easy. The rivers in both London and Seoul are integrated into the city and are the prominent geographical feature citizens and tourists of these great cities enjoy. The modern era has seen the rise of mega cities, those with populations greater than 10 million inhabitants. Seoul is a massive city and about a quarter of the total South Korean population lives in the metro area. London too is a mega city. London is considered to be the city that defined the modern city and has the history to prove it. However, the two cities and their nations feature different political systems. London is stepped in history and tradition through the Westminster system, a parliamentary-based government emulated in many countries throughout the world. South Korea’s political orientation is a testament to the power of the Olympic games to transform society in a powerful way. Student led protests against a dictator brought democracy to a nation that needed it. While the two cities do operate in separate political spheres, it is without a doubt that they both have political legacies that should not be ignored.
People, Culture & Traditions
Seoulites, and South Korean’s, have unique cultural customs that respect the sanctity of family and harmony in their society. South Korea’s flag pays homage to the Asian philosophy of yin and yang, and symbolizes progress, balance, harmony with the natural world. A 2005 South Korean census found that about half of the population in South Korea is religious. The three main religions in South Korea are Buddhism, Christianity and Catholicism. A widely held societal value recognizes the importance of the family unit and is the most important part of Korean life. High levels of mutual respect are displayed in South Korean society. As explained by the Ministry of Culture, Sport and Tourism, “all Koreans speak the same language. All Koreans speak and write the same language, which has been a decisive factor in forging their strong national identity. The words and accent spoken by the people of the Seoul area are regarded as standard.” While the Korean peninsula is attached to the Asian continent, the people of South Korea are almost on an island with North Korea sharing the only border. The combination of their geographical situation, accommodation of world religions and strong national language has fostered a loving, vibrant and balanced culture. The various art forms celebrate the heritage and symbols of ancient settlers, reflect its ecological circumstances, and tell the story of the many empires and periods of history South Korea has been through. Koreans celebrate unique holidays. The holiday of Seollal is celebrated on the first day of the lunar New Year and families gather wearing their best clothes to observe their ancestry. Seoul is home to a lantern parade on Buddha’s birthday. Christmas and unique agricultural-related holidays and traditions are celebrated to pray for a bountiful harvest. Families also celebrate babies’ 100th day and the 60th birthday. These celebrations have lost significance however, as the country has developed into a modern industrial society where infant mortality rates are low and life expectancy is high.
English culture has developed over many centuries and London is claimed to be the cultural capital of the world and is in a modern state. England’s flag is known as the Red Cross of Saint George, a simple red cross centered over a white background. The flag of Great Britain, known as Union Jack, is recognizable by people all over the world. The flag features the Red Cross, imposed over the flag of Ireland and the predominant red lines are both layered over the Saltire of Saint Andrew, Scotland’s flag. The predominant religion of London and England is Christianity but there is no denying the presence of minority religious and cultural groups, especially within London city limits. The history of the English language is broken up into three distinct periods of Old English, Middle English and Modern English, according to Merriam Webster. The website also argues that English is a member of the family of languages that have evolved from Germanic languages spoken on the European continent before written records were kept. The English identity is found through the history that the nation once controlled the largest empire the world has ever seen. England is responsible for sparking the industrial revolution that has transformed our world. Citizens take pride in an iconic, significant and multicultural national culture. These three examples make up the English identity England’s popular culture starts with the literary works of Shakespeare. These works are studied all over the world. The 1800s saw the development of the novel as a literary work. Charles Dickens’ book “A Tale of Two Cities” is a masterpiece of fictional literature. The story gives an account of survival juxtaposed between the cities of London and Paris. More significant fictional literature focuses on the identity and condition of living in empirical England. Flash-forward to the 1990s and the Spice Girls, a girl pop group formed in London, who took the teens and music charts of the world by storm. They signed record deals with Virgin Records, owned by English billionaire entrepreneur Richard Branson. Posh Spice, a member of the Spice Girls, is married to the English football super star David Beckham. Beckham is a legendary English football player for the national team and the play for the nations most successful team, Manchester United. England boasts tremendous pride in developing the international sport of football. Referred to as ‘the beautiful game’, Londoners love supporting the National team and English Premier League teams. The city is home to six Premier League teams as well. As a largely Christian nation, Londoners and Englanders celebrate the religious holidays of Christmas and Easter. The city of London plays host to many traditions, celebrating art, sport and city history. In late June, the famed tennis ground in London known as Wimbledon, hosts an annual tournament between the world top male and female players. The grounds first hosted a men’s tournament is 1877. Wimbledon, one of four annual tennis tournaments named majors and is the only one played on grass. Damian Harper, author of Discover London explained annual summer traditions in London like “The Royal Academy Summer Exhibition showcases works submitted by artists from all over Britain. The Notting Hill Carnival, Europe’s largest, is a celebration of Caribbean London, featuring music, dance and costumes” (p. 40). London’s history dates back to the Roman settlement of a river in Southeast area of an island north of the European continent.
Seoul and London differ through art forms, history and philosophy but are related due to their strong presence in the world economy and popular religions. The cultures of the two nations characterize the ideological split between the East and the West. Seoul’s society, the capital city of South Korea, is largely based on Asian values of harmony and mutual respect. These values are reflected in the story of the South Korean flag. London is a bustling Western city that represents progress. Its citizens live their lives seeking to accomplish goals or to find happiness. The design of Great Britain’s flag and its use in countries flags that were once under control of the British Empire, reflect the Western value of achieving goals and getting what one wants in life all. The art forms of each city and respective nation stress different disciplines. London is renowned for it’s West End Theatre district. It’s pop culture is followed all over the world. London has a rich collection of fictional literature that was adapted from the experience of its people. But in Seoul and South Korea, there is a respect and appreciation for ancestry and the environment that has served the past. Paintings depict natural scenery and animals. Art is also made with artifacts that utilize natural materials. The history and cultural norms represent different ideologies but the two cities appreciate sports and find themselves as big players in the world economy. Art is also expressed through sport as football and has become known as the beautiful game. England developed the game into the world’s most popular sport. Seoul and South Korea respect martial arts as both a sport discipline and an art form. Thus, there is a mutual appreciation for the beauty of activity in both sport disciplines. It is also likely that Great Britain and South Korea are trading partners. Although the ways their economies have developed are unlike, the world relies on the products and services the two economies produce. London and South Korea are both their nations capital and are the biggest economic resource each country enjoys. Further, both of the cities are welcoming of different religions. Christianity and Catholicism are common in both cities. However, Seoulites may slowly be losing touch with their traditional holidays and values as their businesses compete in Western markets. The cities of Seoul and London are representative of true East and West values but celebrate their unique histories through the hosting of mega sporting events. Seoul has hosted a summer Olympics and a world cup while London is the third city to host the Olympic on three different occasions.
Olympic Highlights and Facts
Seoul hosted the 1988 summer Olympics and this is one of the proudest moments in South Korea’s history. New President Roh Tae-woo officially opened the opening ceremony on September 17th, 1988. According to the official website of the Olympic movement, the Seoul games got off to an emotional beginning when the Olympic flame was lit by “Sohn Kee-chung, the winner of the 1936 marathon. In 1936 Sohn had been forced to enter using a Japanese name because Korea was occupied by Japan.” 8,391 athletes competing in 27 different sport disciplines represented 160 nations. Table Tennis made its debut as an Olympic sport and tennis was returned as a medal sport. Given the host nation of these games, there was a possibility that the nations in the Eastern Block would boycott the Olympic games. This was the first boycott free games, the Korean Ministry of Culture, Tourism and Sport pointed out. However, the Soviet Union and Eastern Germany finished first and second in the medal count, while the USA finished third. The 24th Olympiad in South Korea was successful and the citizens of Seoul now enjoy world class sporting facilities as a result of hosting the Olympic games.
The thirtieth Olympiad will kick off on July 27th, 2012 in London, England. The opening ceremony is titled “Isle of Wonder” and will celebrate the English natural environment and the originality of its people. The Olympic stadium will be transformed into a depiction of the British countryside, complete with farm animals. Also, it is widely rumored to feature an appearance by the fictional character James Bond. Over 10,000 athletes from over 200 nations will compete for medals in 39 sport disciplines. There was concern over Saudi Arabia not sending women athletes to the games but, in the end, two Saudi Arabian women will compete. Women’s boxing will be included in the competition. The IOC has dropped baseball and softball from the roster of competitions, though both were included in the original bid. The action will take place over 19 days and is without a doubt the largest sporting event the U.K. has ever hosted.
The juxtaposition of the celebration of the Seoul and London Olympic games reflect the circumstances regarding the country’s economic and historical significance. Seoul’s official motto was harmony and progress. The nation experienced a tremendous level of industrial success in the fifty years between the end of World War II and the hosting of the Olympics. The Seoul games was a coming out party for the nation, officially opening it’s borders and culture for the world to enjoy. The city even co-hosted the ’92 World Cup with Japan. The Olympic games served as a way for large-scale sport development to occur. London’s official motto is inspire a generation. The winning factor of the London bid was its desire to use the games as a means to improve the physical condition of East London. Sustainability is a major focus of the London organizing committee. The important difference between the hosting and key message of the ’88 and ’12 Olympic games is that Seoul celebrated the tremendous progress it’s country has made whereas London wants to celebrate the progress the world can make to create a clean and just future for all.
Revenue, Sponsorships & Media
Seoul’s operation of the Olympic games was detailed in a 1,500 page official report and released information regarding revenue, sponsors and the media. Revenue was gained from TV Rights, marketing, tickets, souvenirs, advertising, lotteries, accommodation fees, interest and donation streams. Information contained below was released through the Seoul Local Olympic Organizing Committee’s (SLOOC) final report.
As of April 20, 1989, the total revenues amounted to 909.8 billion won as against expenditures of 568.4 billion won, registering a surplus of 341.4 billion won. Sponsors were required to pay over 2 US million dollars in rights fees for the rights to use official images in marketing campaigns, promotions and advertising. Twenty-three corporations provided revenue in the sponsorship category. Fifty-Seven corporations partnered with the Seoul Olympics to provide the goods and services needed to run the sporting events and operations of the Olympics. Official Partners value in kind was not to exceed 2 million dollars. The most expensive ticket sold was for a first class seat at the Opening Ceremonies. The majority of revenue was secured from the selling of TV broadcasting rights. The US was targeted for the amount of money American networks are willing to pay for broadcasting rights, NBC’s buy was over 70% of the total TV rights revenue stream.
The Seoul Olympic games followed the 1984 Olympic Games, considered to be one of the most successful host cities of all time. The city benefited tremendously from high levels of spending to improve the infrastructure of the city in preparations for the Olympic Games. The 24th Olympiad in Seoul did not leave a legacy of economic dependence on the city of Seoul.
The staging of the Olympic games in London relies on receiving support from partners in securing goods and services to facilitate the operations of the Olympic Games. At the time this paper was being written, official revenue figures for the London Games have yet to be determined. NBC paid 2 billion for the broadcasting rights for both the 2010 Winter and 2012 Summer Olympic Games. Progress has been made towards securing the needed revenue for the 2012 games. The information below is used from the press release sent out by the London Organizing Committee of the Olympic Games (LOCOG) on September 10, 2010.
The operating budget for the London 2012 Games is circa £2 billion. LOCOG secured new domestic sponsorship deals with one Tier One partner, as well as three in Tier Two and eight in Tier Three. As at 31st March 2010, the Company had 27 domestic partners, and has since signed another seven domestic sponsors. As at 31st March 2010, LOCOG had raised £612 million, representing nearly 90 percent of the total domestic sponsorship budget target. In total £1.4 billion of the circa £2 billion operating budget had been secured at the end of the financial year.
Ticket sales for the games have reached predicted levels and will provide a significant source of revenue for the games. England’s great stadiums that are being used to host the football matches provided high levels of ticket inventory for those games and may not be able to sell out. Tickets were distributed to different countries organizing committee’s and may be returned to LOCOG if inventory was unable to be sold. The acceptance of Dow Chemical and British Petroleum as sponsors has caused controversy in the international news cycle. Dow owns Union Carbide, a Bhopal India chemical plant that exploded in 1984 and killed 20,000 people. Critics have blasted LOCOG and the IOC for allowing Dow Chemical and BP to sponsor the London Olympics, the most sustainable Olympics yet. LOCOG has brought up the important fact that Dow acquired the Union Carbide a full 17 years after the devastating explosion. Dow Chemical has received more public outrage, as it is a partner in the worldwide TOP sponsorship program. British Petroleum owned the lease on an offshore drilling platform named Deepwater Horizon. On April 20, 2010, the drill exploded and anywhere from 30,000 to 60,000 barrels per day gushed into the Gulf of Mexico for three months. The U.S. government declared that BP is the responsible party for the largest accidental oceanic oil spill in history. BP is an official partner of the London games and other national Olympic committee’s but suffered the larger credential ruining PR nightmare. These two companies are using the sponsorship strategy of the sports business field within marketing. The Olympic brand is one of the most powerful and socially positive brands in the world. The two companies are using sponsorship strategies to affect positive feelings about their brand through marketing partnership with the Olympics. Both brands stand to benefit from simple awareness and affect transfer. The brains cognitive process starts with recognizing a brand, when exposed to either BP or Dow’s brand with the Olympic rings, “that exposure to an object has been found to lead positive affect toward the brand” (Pracejus, 22). Further, the length of the Olympics will allow for enormously high levels of affect transfer as “positive feelings toward an event transfer the sponsoring brand through the sponsorship association” (Pracejus, 22). The sheer amount of televised coverage in markets all over the world provide high levels of return for these sponsorship ships, given contractual assets include stadium or court signage. Controversy aside, London stands to benefit tremendously from increased levels of tourism spending, infrastructure development and the smooth operation and profitability LOCOG aims to achieve in hosting the 2012 summer games.
Both the Seoul and London games are similar in the sense that they have used the IOC TOP sponsorship model but are separated by twenty-eight years of business innovation. Seoul had the honor of getting the Olympic torched passed from the Los Angeles games. LA based a revolutionary sponsorship model on the concept of product category exclusivity and tiered rights. Seoul was the first games to implement a sponsorship business at both the international and national levels. Seoul was a fiscally successful game as well, thanks to sponsorship dollars and the high market value Olympic content draws. Public money was used to improve and put a shiny new upgrade on the infrastructure of both cities. The profitability of the London games has yet to be fully determined though all signs point to profitability holding the activities of the games. London benefits from the high value associated with being a TOP partner and from best practices established before. There is a strong trend that the games, especially the Summer Games, have two different financial sections. They are to organize places and develop venues for competition to occur and to support improvements to public transportation for the influx of tourists. The latter is often critiqued, noting that it’s a large expense.
Technology & Communication
In 1988, the world was becoming more technologically advanced and this was reflected in Seoul’s operations. The communication and technology operations at the Seoul games prioritized telecommunications, computer, electronics facilities, and broadcasting. Each category had responsible parties who oversaw the resources available for implementation, support and execution of each area’s operational plan. Sports venues needed high quality timing devices to score the timing of events. The following highlights are taken from the SLOOC final report. The telecommunications highlight was the use of a video teleconference system that allowed administrators to have efficient operational control meetings throughout the games “and there was no shortage in the supply of wired telecommunications, wireless telecommunications and exclusive wireless telecommunication devices,” thanks to the help of sponsors (749). Computers were used to score the times in many events and its system was able to simultaneously relay the results to all broadcasters, and ultimately the world. Seoul was one of the first games that needed complete technological and communication systems to execute firms broadcasting operations to allow the world to see how South Korea was fully capable of excelling in the modern world.
The London Olympics will benefit from the advanced technological and communication industries within England. The British Broadcasting Company, BBC, is the official host of the Olympic Games. Panasonic, a sponsor, will be the official sponsor for digital services for the games as well. The changing viewing mediums available to sports content consumers will provide media company’s opportunities to understand the demand for device streaming during these games. In the U.S., YouTube is partnering with NBC to provide live streaming of the games online. The way sports fans watch their content is extending to multiple streams. The rights holders to Olympic content in the U.S. and abroad will provide diverse mediums for broadcasting. They will undoubtedly see trends and behavior patterns when it comes to viewing the action during peaks events. Members of the LOCOG have also seen the importance of protecting sponsors and partners in the realm of social media. The popularity of Twitter has increased since the 2008 & 2010 Olympic games and offers savvy advertisers opportunities to ambush official sponsors. London organizers have set up the systems, received the products and have provided a world class International Broadcasting Center for rights holders to provide amazing Olympic content to people all over the world.
Both Seoul and London have broadcasted the games in the modern, binary driven computer age. Seoul was widely praised for seamless coverage of the games. The Olympic Games were a platform for Seoul to show-off the nations technological capabilities. World-class innovation was used at the Seoul games and allowed for extremely precise measurements that could then be simultaneously transmitted over the airwaves. London has a world class broadcasting center available for companies to use. The technology, especially in the quality of images on today’s screens, is what has distinguished the difference between the technological and communication patterns between the two host cities.
Doping, Ethics & Scandals
Doping and political controversies were an aspect of the Seoul games. In all, ten athletes were found guilty of having used performance-enhancing drugs. According to the Olympic movement website, Ben Johnson, a Canadian track and field athlete, set a world record in the 100m dash, but tested positive for steroids. He was the first well-known athlete to have been caught cheating. Seoul drug controllers had the right systems and regulations in place to detect cheaters. As mentioned earlier, the hosting of the Olympic games catalyzed South Korean’s desire for having democracy. This is a tremendous legacy associated with the hosting of the Seoul Games. But the late 80’s were a time of a polarized international political climate. South Korea was at war with its neighbor, North Korea. Though peace was upheld during the games, it reflected the ideological conflict between democracy and communism of the time. East Germany and the USSR competed in the games but would soon see the collapse of their political structures. Both countries were not around by the time Barcelona hosted the 1992 games.
London’s bid was won in a period of economic growth but executed during the worst economic conditions since the 1930s. The use of public money to support development of the Games has drawn high levels of public dissent and criticism. It is uncertain how many doping scandals will reveal themselves during the London games. Athletes should know not to cheat, examples have been made of the ramifications athletes face when they cheat. However, the LOCOG has committed high levels of attention to implementing sustainable practices at almost every level of its planning of the games. This high level of environmental stewardship is outstanding and reflects the values associated with Olympism. Going forward, considering the best environmental practices in hosting the Olympics will be especially important. London’s organizers deserve credit for displaying environmental ethics and leadership ever since submitting their bid.
In the modern age, technological advances have been made in almost aspect of human life. Drugs have been produced to make the human body capable of even greater accomplishments, but detection systems have also been produced to detect when illegal substances are in an athletes body. The Seoul Games were held before the IOC adopted the environment as the third pillar of the Olympic Games in 1994. The political climate of the ’88 games was polarized, but the power of the Olympic games and values brought the world together for 3 weeks to celebrate our athletes, culture and friendship. The 2012 games in London will be conducted when global credit markets are facing enormous pressure. But by coming together to celebrate sports, culture and friendship will be what this world needs, as was the case in 1988.
The Olympic Games serve to bring the world together. By hosting the Games, host cities celebrate their culture; use the natural environment to promote the healthy benefits to sports and use technology and communication to show the world competition that aims to increase friendship and good sportsmanship. Seoul hosted the Games in ’88 and reflects the power of sports to bring about positive change in society. The London Games will celebrate the progress that humans all over the world can make to create a world for the next generation. Though these two nations are in separate spheres of thought, there is no denying that both of these Games highlight culture and have served to develop local economies.
References
Harper, Damian. Discover London. 2nd ed. Footscray, Vic.: Lonely Planet, 2012. Print.
Johnson, C. (July 18, 2001). When the Olympics Fostered Democratic Progress in Asia. Los Angeles Times.
Ministry of Culture, Sport and Tourism. (2012). Facts About Korea. Department Global Communication and Contents Division.
Pracejus, John. Seven Psychological Mechanisms Through Which Sponsorship Can Influence Consumers. Course Packet. SBUS 452 Sports Sponsorship.