ABSTRACT
The Olympic flag is formed of five interlocking colored rings arranged in two overlapping rows, one with three rings and the other with two against a white background. Beyond the symbols, the Olympic Movement seeks to transmit the messages inscribed in the Olympic Charter, which can also be distinguishing marks associated with the brand. While powerful symbols need to be used for communication, their impact also needs to be measured. However, debates regarding the Olympic flame relay oscillate between questions regarding the symbolic value of the relay and the commodified nature of the Games more generally. The history category corresponds to semantic elements of the past that the respondents link to Olympism. The statements regarding the competitiveness/competition sub-category is mentioned by 21 out of 32 French spectators. The stakeholders category includes statements regarding the entities the respondents believe to be related to Olympism.
