倫敦奧運:倫敦如何演繹自己的精彩

100 day countdown: how London not to be shadowed by Beijing?

By Barry He

With the hundred day countdown to the Olympics looming, the worlds' fixation on the city of London is rapidly intensifying. The pressure felt by the authorities to put on a show to rival its formidable predecessor is apparent. Just strolling through the city you are likely to see many hastily constructed community rejuvenation projects littered around the host boroughs of East London. With such a short period of time left and expectations rising, many wonder if it is even possible for London to display anywhere near the level of grandeur and extravaganza as Beijing did four summers ago. Delivering the games in such conditions of economic austerity probably wouldn't have been the perfect plan for the LOCOG organisers in City Hall, indeed many may be bracing for a repeat of Dehli Asian Games in 2010. In the wake of the most expensive show in the world, pulled off by the worlds' newest superpower, what can London possibly do to hold its own against such a display of power?

The challenge of delivering the games in a credit crunch means that alternative tactics will have to be used. LOCOG, the games organisers, have admitted that they will not be able to match Beijing in scale, indeed they have stated that they will not even try to. One strength that will surely be utilized however, is its multiculturalism. London is easily one of the most ethnically diverse cities in the world, its demographics vibrant, far more so even when compared to cities such as New York and Los Angeles. It is estimated that over 300 languages are spoken in London's schools, a statistic that will manifest itself in the stadium's audience this summer. Contrast this to the Beijing Olympics, where almost 90% of the tickets bought were by a home crowd. This meant that during the Chinese games many noted the lack of friendly international rivalry in the audience, the inter-crowd banter, such a fundamental aspect of any competition, was lost. Arguably, the spirit of the competition surely exists within the stands just as much as on the track for it to be worth remembering. The organisers have already marketed this August as the most accessible and diverse games ever, producing an infectious atmosphere that will surely rival any previous competition.

The organisers and sponsors of London 2012 have also made the games extremely youth orientated, apparent from the loud technicolour logo to the army of celebrity singers and rappers that have been drafted in for the cause. This is proving hugely popular, a heavy bass line driven Adidas games commercial featuring Tottenham MC Wretch 32 has clocked up over half a million views on the internet since its release barely a week ago. This connection between the organisers and young people can even be seen on root community levels. Front row tickets for high profile events such as the men's 100m sprint final have been reserved for school children from the most deprived areas of the Capitol. Initiatives like these demonstrate a philosophy of all inclusiveness, differentiating London 2012 from previous Olympics.

These initiatives are taken very seriously at the highest levels. The committee chairman of the games, Seb Coe explained the London 2012 logo to the BBC, stating it was to: "use the Olympic spirit to inspire everyone and reach out to young people around the world." Whilst the city will never match the hugely elaborate and impressive spectacle put on by Beijing, the intention of the organisers are clear. London is marketing itself to the whole world as a diverse futuristic young faced and fast paced city, defining itself with its own determined character to make this summer's games one to remember.

距奧運會開幕還有100天時間，世界的目光越來越聚焦在倫敦身上，但如何能把本屆奧運會辦得和4年前一樣輝煌，倫敦顯然面臨巨大壓力。

在倫敦東部的社區隨便走一走，你就可以看到許多爲奧運而匆忙改造的建築。隨着開幕時間越來越近，人們對奧運的期望越來越高，許多人在懷疑倫敦是否有能力再現4年前北京奧運會的那般壯觀，哪怕接近那樣的水平。

目前經濟如此不景氣，這對於倫敦奧組委來說或許始料未及，很多人甚至做好了出現2010年印度新德里英聯邦運動會那樣糟糕狀況的心理準備。

倫敦奧組委另闢蹊徑，其中最有效的一招，就是倫敦的多元文化環境這張牌。倫敦是世界上文化最多元化的城市之一，程度甚至超過紐約和洛杉磯。據統計，在倫敦的學校裏，你可以聽到300多種語言，這意味着今夏奧運賽場，會有各種文化背景的人坐在觀衆席上。

倫敦奧組委和贊助商的另一張牌是年輕人。從他們推出的奧運標誌，到徵召大批流行歌手以及說唱歌手，都說明了這一點。最近，出生在倫敦托特納姆區的說唱歌手MC　Wretch　32主演的奧運宣傳視頻在網上火爆，視頻推出不到一週，點擊已過50萬次。主辦方與年輕人的這種聯繫已經蔓延至社區層面。組委會已經把包括男子100米決賽在內最熱門比賽的最前排門票，都預留給了倫敦最落後地區學校的學生，這種辦賽理念是與以往歷屆奧運會不同的，又是倫敦奧組委上層最爲重視的，奧組委主席塞巴斯蒂安·科就說過："利用奧運精神激勵全世界所有的年輕人。"

倫敦奧組委的目標很清楚，這就是通過奧運會，向全世界展現一個多姿多彩、富有活力並且積極追趕時代的都市，倫敦奧運會也必將以自己鮮明的特點被世人所銘記。