La comunicación en el deporte global: los medios y los Juegos Olímpicos de verano (1894-2012): Los medios y los Juegos Olímpicos de verano (1894-2012)

The Olympic Games' history acquires a new perspective when it is analyzed from the media and technological advances angle. This article aims to deepen in the official narratives regarding media and communications technology by the International Olympic Committee (IOC) since its very foundation. Guided by this institutional discourse a chronology of the Games and the communication is proposed. At the same time, the systemic running of the IOC media policy is studied. The history of the media and technology presented by the IOC is a history made of milestones of success, a history of first times, when a new technology was implemented. It is a discourse of engineers and the marketing staff. Olympism is integrated into two worlds: the symbols' and rituals' one which is present in the Opening Ceremony of the Games and the celebration of the victory of the champions and the postmodern sphere with a preeminence of the marketing and a functionalistic and utilitarian aim, a world dehumanized and disconnected from the original purpose and Spirit of the first modern Olympics.