Mascots of the Olympic Games: from passive figurativity to the technological and ambiguous visual fetishism of the postmodernity

Abstract

The Olympic Games mobilize millions of people in search of self enhancement and of a collective catharsis stimulated by the Olympic disputes and the media intentions. In this context the mascots catalyze not only the Olympic spirit, but the social values that are part of the local headquarters. Beginning with exploitation of emotional feelings, with low creative interaction, the mascots went on incorporating facts of life, passed to collective arriving to the exploitation of multiple and fluctuating identities of the post-modern society.