Remixing Britishness: Affect and National Pride in the London 2012 Olympic Opening Ceremony

Abstract

During the London 2012 Opening Olympic Ceremony, emotional moments such as the torch relay and the celebration of the National Health Service affected many viewers. Such a spectacle of national history and culture was wide-sweeping and is still remembered today as a moment of triumph for the country. With the Paris 2024 Olympics only months away, it becomes timely to observe how the sensorial spectacle of the Olympics works to create a certain emotional effect in its viewers, and how they leave with a specific understanding of what the nation stands for. Crucially, it is imperative to survey the ways in which national histories and cultures have been edited for an "Olympic affect" during the Opening Ceremony and comprehend why they play such a crucial role in contemporary political discourse. The London 2012 Opening Olympic Ceremony revealed a particular perspective on British history, used emotion and spectacle to recount a specific version of events, and attempted to garner a certain sense of national pride during a time of national crisis. In examining specific visual and auditory cues of this Opening Olympic Ceremony, this study will define the "Olympic affect" and examine the idealised Britishness that is performed, so that we may understand what kind of affectual and political power the Olympics hold.