The Los Angeles 1984 Olympics: Using a logic model as a tool to understand soft power

Abstract

This article argues that a logic model is an effective analytical tool to examine the opening ceremony of the Los Angeles 1984 Olympics as an exercise in soft power. Specifically, it uses a logic model as a guide to emphasize how the Los Angeles 1984 Olympics provided a structure to share values and culture with the intention to influence. Although this is not an evaluative inquiry, the evaluative framework lends itself to identifying the resources required for the creation of the opening ceremony and the formal presentation. For instance, a review of interurban competition (competition between cities or regions that attract economic activities), management and boycotts as inputs of the Los Angeles Games reveal the presentation of American culture and values during the Olympic opening ceremony. The purpose of this article is to implement a logic model as means for understanding the cultural programming of the Olympics by first identifying the unique inputs for the Los Angeles 1984 Olympics and analysing the visual presentation of the opening ceremony.