The modern Olympics are not only the largest sports phenomenon to date in the history of human society, but also a great social culture phenomenon in the history of human civilization [1]. A broad sense of Olympic culture is the sum of material and spiritual wealth created by the Olympics in practice. Material wealth, namely material culture, mainly refers to the transformation and development ...

Studies in material culture specialize in exploring the designed object and the meanings we attribute to it (Pearce, 1994). These studies are conducted principally as a means of reaching conclusions about us, i.e. the society. Society, in material culture explorations can take various forms – it can be understood as a whole community or can be segmented into market niches for example. The aim o...