Media releases

  • Fake snow and downed trees: Evidence of Beijing Olympics’ unsustainability

    MEDIA RELEASE: 15 February 2022 – R0018

    What do making artificial snow and cutting down trees in a nature reserve have in common?

    These were both done to prepare for the Beijing 2022 Winter Olympics, measures Brock researchers say harm local ecosystems and contribute to global climate change.

    The 2022 Winter Olympics are being billed by the host country as the first carbon neutral Olympics and the greenest Games ever through the use of environmentally friendly construction materials, fuel-efficient transportation systems and venues that are powered by green energy.

    “On the surface, these things look great,” says Brock University Professor of Accounting and Governance Samir Trabelsi. “But these are symbolic disclosures. They’re not substantive; they don’t really tell the whole story.”

    Winter Olympics are held in the Northern Hemisphere, which is warming up faster than the average global temperature under climate change, says Professor of Biology Liette Vasseur.

    She points to research showing that if global greenhouse gas emissions continue as they have for the past two decades, only one city worldwide would be able to host the Winter Olympics by the end of the century compared to 21 locations now. If emission targets under the Paris Climate Agreement are reached, eight cities would be considered reliable winter hosts.

    Experts agree Beijing doesn’t have reliable natural snow for winter sports. An estimated 49 million gallons of water was treated with chemicals and frozen in machines to make 100 per cent of the snow for these Winter Games.

    “Most people probably don’t know that Beijing has had a water shortage for many years,” says Vasseur, who holds the UNESCO Chair on Community Sustainability: From Local to Global. “Water has been diverted from other people and activities to be able to make the snow,” she says.

    Both Trabelsi and Vasseur are also concerned about the clearing of a core area of the Songshan National Nature Reserve to build a ski run. The natural reserve is home to 180 species of animals and 700 species of plants.

    “It is a sad situation for the environment when we hear about deforestation for only a few weeks of competition, just as it was for the Tokyo Olympics,” says Vasseur.

    There are other negative environmental impacts. As is the case with any large international gathering, international flights will add to greenhouse gases linked to global climate change. Huge numbers of PCR tests, rapid tests, masks and other wastes “will have to go to the landfill site,” says Vasseur. She adds, “we may have to rethink all these large events that in the long term are no longer sustainable.”

    Trabelsi says the Chinese government’s characterization of the Beijing 2022 Winter Olympics as being the “greenest and cleanest Olympic Games ever” is actually a form of greenwashing.

    China is the world’s largest consumer of coal, the single-biggest contributor to anthropogenic climate change. The country produces more than a quarter of the world’s annual greenhouse gas emissions.

    “These Olympics gives the opportunity to label China a green country,” says Trabelsi. “They may be trying to achieve net zero, but they’re not there yet.”

    Trabelsi says given the limited list of countries willing to host the Olympics, the International Olympic Committee likely won’t deny a country hosting the Games on the grounds of failing the sustainability test.

    Brock University Professor of Accounting and Governance Samir Trabelsi and Professor of Biology Liette Vasseur are available for media interviews.

    A video of Professor Vasseur talking about the subject can be found on Brock’s YouTube channel.

    For more information or for assistance arranging interviews: 

    * Dan Dakin, Manager Communications and Media Relations, Brock University [email protected] or 905-347-1970

    – 30 –

    Categories: Media releases

  • Brock expert eager for ads on Super Bowl Sunday

    MEDIA RELEASE: 10 February 2022 – R0017

    Super Bowl LVI will draw sports fans and music fans alike this Sunday, Feb. 13, but Brock consumer culture expert Derek Foster has his own reasons for tuning in.

    The Associate Professor in the Department of Communication, Popular Culture and Film says the Super Bowl is truly fascinating for anyone interested in media and advertising.

    “With the ascendency of digital and social advertising and an increasingly fragmented media landscape, the Super Bowl is significant,” he says. “It has held onto its advertising clout even in the face of increasing media competition and scandals rocking the reputation of the game, but it also shows how advertisers leverage digital media and grow transmedia audiences.”

    Foster says the world’s fascination with Super Bowl commercials dropped into high gear after 1984, when Apple placed Apple Mac: 1984, a short film directed by Ridley Scott.

    “This was widely touted as changing the game — pun intended — and auguring an age of tuning in to the big game for not just the football or the halftime entertainment, but the commercial filler in between plays,” he says.

    By 2021, prestige ads filled 57 minutes of airtime during the game, and even with overall viewership of the traditional broadcast in decline, a 30-second ad slot in this Sunday’s game will cost up to US$7 million.

    Foster says to see the cultural impact of Super Bowl commercials, we need look no further than our own backyard, where legal disputes between the Canada Radio-Television and Telecommunications Commission (CRTC) and Bell Media over the rights of Canadians to experience American Super Bowl commercials during the broadcast made it to the Supreme Court.

    “The American broadcast on Canadian airwaves had long meant Canadian viewers missed out on a lot of the marquee advertisements, as the broadcast signal had traditionally been subject to the CRTC’s mandated policy of simultaneous substitution, requiring Canadian broadcasters to distribute local signals and support the Canadian advertising market,” he says.

    But in 2015, the CRTC recognized the ads had become “an integral part” of the Super Bowl and changed its rules.

    “For three years, Canadian broadcasting aligned with Canadian popular taste,” says Foster. “But Bell Media fought the ruling at the Supreme Court after seeing a decline in audience share and ad revenue for broadcasts on CTV and TSN, and they won.”

    Foster says the ruling has become “increasingly irrelevant” as more audiences move away from traditional broadcasts of the event. Last year saw the lowest Super Bowl ratings in 14 years.

    “Strategies to reach audiences are no longer limited to television and sometimes they exclude it altogether, engaging with audiences via digital platforms and other interactive channels,” he says. “Where people once upon a time tuned in to the game to check out the most expensive airtime of the year, today ads are frequently shared online early to build buzz — some even have teasers — and the ads become part of an overall marketing strategy that focuses increasingly on digital footprints.”

    Advertisers have taken note of studies showing that up to three-quarters of Super Bowl viewers use social media while watching, according to Foster. The NFL itself will air its own ads during the game to suggest that younger fans find them on Snapchat, and kids playing Fortnite can adopt skins for all 32 NFL teams.

    “So, we see some advertisers buying airtime but also creating digital campaigns, while others, such as State Farm, which only aired its first Super Bowl ad in 2021, announced this year it is bypassing the traditional on-air spot in favour of extending engagement beyond the one day by creating a #TeamStateFarm challenge on TikTok,” says Foster.

    More than anything else, Foster is looking forward to seeing if any of the ads this year take on a self-reflective quality.

    “I’m curious to see if they might lampoon the nature of Super Bowl advertising while also leaning in,” says Foster. “One of my recent favourites was the 2018 Tide ad that appropriated the tropes of stereotypical Super Bowl commercials to become both a masterful commentary on and example of the genre.”

    Brock University Associate Professor of Communication, Popular Culture and Film Derek Foster is available for media interviews leading up to and after Super Bowl weekend.

    For more information or for assistance arranging interviews:

    * Dan Dakin, Manager Communications and Media Relations, Brock University [email protected] or 905-347-1970

    – 30 –

    Categories: Media releases