Abstract
The Olympic Games are not only the world’s biggest media event but now also the world’s largest hypermedia (online, mobile, and social media) event, too. This presents a ripe context for the proliferation of new communication technologies and creative practices, a phenomenon that has yet to receive systematic scholarly treatment. By tracing the contours of one ray from the Olympic hypermedia spectrum, the #NBCFail movement during the Sochi 2014 Winter Olympics, this article argues that the evolution and proliferation of the media and the voices telling the Olympic story has resulted in an extension and renegotiation of the Olympic narrative through various acts of global communicative creativity. Studying these acts not only allows us to better understand the Olympic movement as an emergent hypermedia event but also to (re)theorize creativity in an era of ubiquitous digital communication.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
