One Great Symbol, Many Conflicting Values
by Andy Miah (2000)
The Olympic Games—an enduring symbol of athletic achievement and international unity—embody a complex and often paradoxical blend of values. From their ancient origins in Greece to their modern manifestation, the Games have transformed dramatically, raising questions about their underlying philosophy and purpose. A close look at both the Ancient and Modern Olympics reveals shared values, yet also significant differences that complicate their relationship.
At first glance, the ancient and modern iterations of the Olympics appear closely linked, with similar structures and ceremonies. However, the continuity is not as straightforward. The Modern Games, launched in 1896, have evolved through extensive organizational and ideological shifts, making it difficult to apply a single, consistent model to them over time. Yet despite these changes, there remains a thread connecting both versions of the Games: a set of social values that have withstood centuries.
Today, the Olympics are embroiled in an ideological crisis, with increasing focus on commercialism, professionalism, and the spectacle of winning—an environment that diverges from its value-driven origins. This emphasis on economic viability often clashes with the Games' symbolic ideals. As a result, public trust in the Olympics as a value-centered institution has eroded, raising questions about the future direction of the Olympic Movement.
The tension is evident: the Games operate as both a commercial brand and a social movement. While marketing strategies highlight values like multiculturalism and global unity, these ideals seem at odds with the commercial imperatives that dominate modern sports. This paradox is most visible in the way the Games must rely on these values to attract spectators and sponsors, while simultaneously drifting away from them in favor of elite performance and financial gain.
The Ancient Olympic Games were centered on ritual rather than record-keeping, their significance derived from symbolic victories rather than measurable achievements. The myth of Pelops—a tale of competition, betrayal, and victory—illustrates the ritualistic nature of the early Games, where contests symbolized broader social and cultural narratives. In this way, the Ancient Games prioritized the social value of competition over mere performance, a sentiment that seems to have been diluted in the modern era.
In contrast, the Modern Games are more explicit in their values, yet these ideals are frequently obscured by the commercial ambitions of organizers. Founded by Pierre de Coubertin, the Modern Olympics were envisioned as a platform for peace, cultural exchange, and moral development. But as the Games have grown, their ideals have often felt secondary to commercial goals. Now, values such as "friendship" and "global harmony" are upheld in rhetoric but lack clarity in practice, creating a wide gap between ideology and reality.
Even as the Games promote friendship and inclusivity, they struggle to reconcile these ideals with the drive for excellence and performance. An Olympic-sponsored survey highlighted multiculturalism and global unity as key audience values, yet failed to address the importance of athletic excellence and record-breaking achievements. This oversight raises questions about the Games’ core purpose, as well as whether audiences truly resonate with the philosophical values the Olympics claim to uphold.
This duality presents a challenge: if the Olympics are to be seen as a meaningful social movement, they must act on their values rather than merely championing them in words. Although the International Olympic Committee (IOC) is highly visible and exercises leadership, the Olympic Movement's role as a value-centered institution is unclear.
In an era where commercial considerations often overshadow the Olympics' ideals, a reevaluation is necessary. Rather than resisting the commercial elements that now define the Games, the Olympic Movement might benefit from embracing them, while also striving to foster a more inclusive array of values. This redefinition could expand the Games to encompass not only athletic but also artistic pursuits, honoring the ancient tradition of integrating cultural and athletic excellence.
In conclusion, the Olympics face a pivotal moment. Balancing commerce with cultural values may not diminish the Games' global appeal, but rather enhance it, offering a broader, more diverse representation of what it means to strive for excellence. By revisiting the values that once defined both the Ancient and Modern Games, the Olympics can continue to inspire a global audience in a way that aligns with its founding ideals.
References
Coakley, J. (1998) Sport in Society: Issues and Controversies (6th Ed)
International Olympic Committee (1999) Olympic Imagery Validation Study. Sponsorship Research Council