Steven Baxter

Patrolling the murkier waters of the mainstream media

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Sooner or later, the Olympics patriotism will kick in for curmudgeonly Britain

Gold! Medals! Wenlock! Mandeville! Rings! Official sponsors! Unofficial sponsors! Running! Jumping! Throwing things!

Olympic mascot Wenlock and Big Ben.
By about Thursday, you'll all be this happy. Trust us. Photograph: Getty Images

Sometime over the coming week, the tide will turn. There won't be a bat signal to let us know when to abandon our anti-Games curmudgeonry and adopt a red, white and blue blindfold, but it will happen.

It's not our fault that we're programmed to tug forelocks when required, but here it is: as soon as The Queen is activated, we will jettison all the complaints about G4S, crumbling transport networks, exclusive VIP lanes and brand bullying, and settle down like good little subjects to proclaim the glory of the Olympic Games.

Sure, right now we may be doing our best to predict Apocalympics - a running, jumping and throwing epic fail that will see our once-proud nation reduced to an international embarrassment. But to imagine that our collective Great British Grumpiness will last until beyond the opening ceremony is to underestimate our sense of subservience, and as Ronnie Corbett's working-class character in the Frost Report sketches put it, "I know my place."

The athletes will get stuck on cablecars taking them from one awful piece of rubble on the south of the Thames to one equally awful piece of rubble on the north of the Thames. And we'll look the other way. The tourists will be ripped off left, right and centre by staggeringly horrific prices and mountains of roadside tack. We'll laugh because it's not happening to us. The spectators will be brutalised by a series of bewildering security checks. And we'll stand in queues and love it, because it's "what we do best".

Oh, Britain, Britain. England. London. Britain. Whatever. I wish I could say that you'll maintain that fabled "sense of humour" as the madness grips the nation, and all critical media outlets put their very best Rule Britannia goggles on - coincidentally, at exactly the same moment as the deluge of FREE STUFF begins to arrive in newsrooms from sponsors. ("These games are a shambl... wait, a free Wenlock and Mandeville bath mitt!") But we won't.

I know how it'll be. Some of us, perhaps looking forward to the sport but dreading the commercialism, or looking forward to the commercialism but dreading the sport, will start to get that funny inkling that happens from time to time - that post-Diana moment when you looked around and started thinking "Has everyone gone entirely bananas, or is it just me who feels like that bloke from Day of the Triffids?"

Too late. This time next week, the patriotism begins in earnest. If you thought the Jubilee was faintly nauseating, that will be a trifle compared to what's about to come. Gold! Medals! Wenlock! Mandeville! Rings! Official sponsors! Unofficial sponsors! Sponsors! Running! Jumping! Throwing things! Jessica Ennis on every page of every newspaper, forever!

I'll resist it for as long as possible, but of course I'm no better than anyone else. I'm bound to succumb sooner rather than later - probably around Thursday afternoon, when I head off to the Olympic football at Cardiff. Bring on arriving two hours early and seeing nothing of any great import; bring on the wall-to-wall TV sports day. There's no beating it, so I'm joining it. Sorry.

 

12 comments

mbrecker's picture

Watched NBC Cable Network's "coverage" of the Us/France basketball game. The verdict? How much more nationalistic can you get?

It's a given that the Americans (all NBA guys) will win.
The French squad has Tony Parker and three other dual US/French citizens who chose to play for France.

That's it. Nothing about the backgrounds of the French coach, the other players, how France ranks against other teams (Spain, China, Brazil and more). Every possible replay of every US dunk is run. When France scores, the call is literally some French guy just scored.

Is this the Olympics? Or, the NBA on ESPN?

If you thought maybe Stateside sports talk radio would help out, guess again. IOC rights rules prohibit anyone from actually talking about events in progress. This just gives many already arrogant presenters more time for even more bad Olympic jokes. The topics range from athletes sex lives to the usual we-are-superior Americans stuff.

If that's true, then why is your TV coverage such expensive rubbish?

hugh markey's picture

These are the anabolic steroids Olympics. The hyperbolae spewing out from sponsors, media outlets and the London Mayor's office suggest that all previous efforts at staging these Games were puny.
Some unkind people are already referring to the London Olympics as the Junk Games.
Will the UK provide the most 'obese' spectators in the history of this sporting competition? A Guinness World Record!
Branded food and drink seem to loom large in general scheme of things. Politics?
In 1980 the GB team told Mrs Thatcher where to get off. Not an empty gesture. Seb won an Olympic Gold and is now a lord of the universe. Naughty boy.
Mary Beard that classical scholar who does not meet some social media nerds' standards of pulchritude and juvenility tells us that even though Nero fell out of his buggy on the first circuit he was declared the winner of the chariot race.
Oh no! Boris is already trying on the Victor's Wreath for size.

Hot Dog!

Pavlova's picture

It's not the Public who will change, it's the press. They often mistake their own opinion for that of the rest of us.

But as it happens, I can't feel connected to this o.ypics because the media has done nothing but slag it off and look for problems, the pr machine has taken control of it and half the athletes don't actually seem to be British. What is there to get behind - a commercial festival of foriegn money?

McMac's picture

I'm looking forward to the Olympics.

Not in an ironic way, not grudgingly, I'm just excited at the prospect of attending.

Yes I think the sponsorship and inflated costs to stage the event are ridiculous. I think LOCOG have been a bit 'fundamentalist' in their approach, but none of that takes away from my excitement.

Boorish killjoy's picture

The olympics are a corporate feeding frenzy facilitated by the legacy-hungry likes of Sebastian Coe and the IOC who offer tax loopholes to companies that are fleecing the nation while imposing a diet of Coke and McDonalds. And the ordinary citizens of London, careful to avoid the Olympic lanes, have to sit in traffic and wave the patriotic flag while our public services are slowly destroyed by Coe's friends in the Tory party. And don't get me started on the legacy…

kenny jenkins's picture

The best thing about it is that it's in London. That means that the overwhelming majority of us, who don't live there don't need to take any notice.

James-Wilts43's picture

Appalling waste of money when mentally ill people are being deprived of services and public services being decimated. The whole thing is a corporate wet dream and we see how the so called 'olympic flame' is paraded around with police who pull kids of bikes and throw anyone who gets near into hedges. It is like North Korea just with added Coca Cola and Macdonalds thrown in. Thank god when this atrocity (funded by chemical company too) is over.

RMB's picture

This is why the Brits are so useless. As soon as they get their bread and circuses, they lose the will to stand up for themselves.

Alex Baldwin (why is the NS site tech so bad?)'s picture

"underestimate our sense of subservience"

It's a ridiculous myth that the British are subservient. If you look at Hofstede’s Power Distance Index you would see we are measured on that scale to have a very low deference to authority (10th in the world).

Alex Baldwin (why is the NS site tech so bad?)'s picture

"underestimate our sense of subservience"

It's a ridiculous myth that the British are subservient. If you look at Hofstede’s Power Distance Index we would see we are measured on that scale to have a very low deference to authority (10th in the world).

Hurley's picture

It's a cycle for all host cities. We went through the same thing in Vancouver leading up to the games. But once the games begin, and there's excitement and free events all over the place and everyone in the world is watching, the energy picks up and it all becomes a lot of fun. I remember at the time, articles from the UK press, decrying the games as a disaster, being amongst bemused locals, unable to recognise the 'disaster' they were describing.

bluebellnutter's picture

People really should stop apologising for looking forward to the Olympics. I've been looking forward to it ever since it was announced. The anti brigade should apologise for being such boorish killjoys at every turn.

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