Read the following newspaper extract and then respond to the questions at the end.
Kim Gavin named artistic director for London 2012 closing ceremonies
(• Amelia Hill, guardian.co.uk, Friday 18 February 2011 10.00 GMT)
The creative force behind Take That's acclaimed Circus tour has been joined by a costume and stage set designer for Lady Gaga and the music composer on the past five James Bond films to mastermind the London 2012 closing ceremony ??" and he spent his first day
on the job criticising past efforts by Olympic hosts.
Kim Gavin, who has been announced as the ceremony's artistic director, has produced shows and performances including the record-breaking Take That tour and the band's upcoming European Progress tour, which has reunited the group with Robbie Williams. His appointment was welcomed by Take That's Gary Barlow.
"Me and the guys are thrilled that Kim has been asked to create the closing ceremony, we know with him in charge it's going to be one great celebration for the whole country," said Barlow. "We're very proud of our live shows and Kim has always been at the very heart of their creation. We wish him all the success in the world and before you ask, no, he hasn't asked us to be in the show ??" yet!"
But Gavin used his first interview to criticise ceremonies of previous years. While Beijing's show in 2008 was stylistically "amazing", Gavin said it left audiences cold, adding: "I can't remember a single tune".
The Olympic closing ceremony was the second most popular sporting event of 2008, attracting 252 million viewers across the world but Gavin said the show failed to grip those watching it live in the stadium.
"They had mass numbers of people doing the same thing and stylistically, it was faultless. But if you looked at the audience in the stadium, they were not engrossed," he said. "They were distracted with things like feeding their kids ice-cream. My objective is to make sure that doesn't happen in London: I want to engage my audience."
Gavin said the 2004 ceremony in Athens was "too traditional" and "difficult to relate to". "It was beautiful and executed fabulously but it was very local and traditional," he said. "It didn't strike a chord with me."
Sydney's 2000 event was one of the few ceremonies to garner praise but of Atlanta in 1996, he said: "I would not have said it was a great opening. I watched it, asking myself, 'Am I stylistically gripped, inspired by this show?' I had to admit that I was not."
Gavin, a trained ballet dancer who has choreographed and directed many Brit Award performances, the Concert for Diana and the Help the Hero's Concert, said he wanted the 2012 closing ceremonies to be "about celebrating where we are culturally in the UK. I want a typically British closing ceremony".
But, he added, although he will "look locally for talent", he will "also bring in performers and inspiration from outside of the UK if necessary".
"Britain has an amazing array of talent but (if) I find that I have a vision that requires something different, I will look abroad," he said. "I don't have any rules."
Gavin's comments were received calmly by the International Olympic Committee. Mark Adams, the director of communications for the IOC, said: "It would be highly unusual if a creative director didn't have very strong views on what they wanted to do, and on how it would vary from the work of others.
"Each Games organiser must produce a ceremony that works for them and the audiences they want to reach out to. We have absolute confidence that London 2012 will put on quite a show."
The London Organising Committee of the Olympic Games and Paralympic Games (Locog) said international stage and costume designer Es Devlin would be the designer.
Devlin recently worked with Lady Gaga on her 'Monsters Ball' US tour. She has also worked with artists including Muse, Kanye West, Mika and the Pet Shop Boys ??" as well as in opera and drama on shows for Glyndebourne, the Royal Opera House, English National Opera, the Royal Shakespeare Company, the Royal Court Theatre, the Young Vic and the Old Vic.
The film composer and record producer David Arnold was announced as the music director. Arnold is the man behind soundtracks to five James Bond films, Independence Day
, Stargate, Chronicles of Narnia, Made in Dagenham, and the newly released Simon Pegg/Nick Frost movie 'Paul', as well as records by Dame Shirley Bassey, George Michael, KD Lang, Iggy Pop, Bjork and the Kaiser Chiefs.
You must answer ALL questions.
Kim Gavin, the artistic director for the London 2012 Olympic Games Closing Ceremony criticised past Closing Ceremonies ??" in particular Beijing 2008 Closing Ceremony, Athens, 2004 Closing Ceremony and Atlanta 1996 Closing Ceremony ??" are his claims justified?
N.B: You will need to watch the Beijing 2008, Athens, 2004 and Atlanta 1996 Closing Ceremonies, which are widely available on the internet (e.g. You Tube)
(Word Limit: 500 words)
Gavin wanted the London 2012 Olympics event to be ?about celebrating where we (United Kingdom) are culturally in the UK. I want a typically British closing ceremony.? Critically discuss this statement?
N.B: You will need to research the current cultural, in particular, the multi-cultural environment / landscape of the United Kingdom; and, consider from a multi-cultural perspective what it means to be ??-British‘.
(Word Limit: 500 words)
For the London 2012 Olympics Closing Ceremony conduct a Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis, which should be taken into consideration when planning the event.
N.B: You will need to refer to relevant secondary data such as academic sources, industry reports and newspaper articles.
(Word Limit: 500 words)
Gavin has asked you to help with the planning, design and staging of the London 2012 Olympics Closing Ceremony. Can you (i) devise a vision statement with four related mission statements; and, (ii) advise Gavin on the following ~ at least two elements?
? Issues of cultural sensitivity in event design
? Marketing of the London 2012 Olympics Closing Ceremony
? Issues of human resource management
? Pre-event research, during event evaluation, and post-event evaluation
N.B: Your response should be supported with relevant examples to illustrate salient points.
(Word Limit: 500 words)
Format for submission
The word limit is 2, 000 words.
All work should be word processed using either Times New Roman or Arial font, 12 point, single side A4 paper with line spacing of 1½ and justified and numbered pages.
A bibliography and referencing (where applicable) is essential ~ Harvard Referencing System.
A minimum of 10 referenced academic sources are required.
No more than 50% of references may be from the internet.
Extent of collaboration allowed
There is no collaboration allowed for this assessment. All work should be an individual piece of work. However, it is advisable to discuss your ideas with the unit leader within the first couple of weeks.
1. The case study
The case study focuses upon a mega-event in London ??" the London 2012 Olympic Games (Closing Ceremony). You need to familiarise yourself with this event before you begin responding to the questions. The response to the question should be informed by research and practical situations to support your standpoint.
2. The structure:
For each question make sure you make reference to the newspaper article and your own research to support your standpoint, and then use other relevant sources to reinforce your work. There is no fix order to structure your responses.
3. The link between event planning, staging and management:
Remember to relate the three together sufficiently! You need to study the link between event planning, staging and management in your assessment. The evidence needs to be specific. Don‘t use generalised and anecdotal evidence.
4. Use of literature:
Use academic source, i.e. books, journal articles etc. A minimum of 10 referenced academic sources is required. Do not over use Internet sources (50% maximum). Academic journals can be good resources of industrial cases which may give you some good ideas about the situations. You are required to have proper in-text reference and the reference list in the end using the Harvard Referencing System.
5. The writing:
Try to approach this assignment in a logical and systematic way. Produce a plan for each response before you start. Make sure you have a logical structure, a convincing argument, clear description of the situations which ??-set the scene‘, and clear explanation which relate to theories, and a conclusion that draws your argument together.
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