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Intro

Addressed to the International Olympic Committee, this report is a preliminary

assessment of Canada as a potential host of the 2024 Summer Olympic Games. The

report focuses on Canada’s culture; being beliefs, values and how these differ from

the rest of the world. In advertising and marketing it is important to first understand

the cultural differences one may have, this can then avoid negative behavior that may

evolve from an offensive piece of advertising. In order for the 2024 Summer Olympic

Games to avoid these issues and have a greater understanding of Canada’s culture the

report will include Canada’s cultural attributes and what they demonstrate, how these

cultural values are perceived and understood by other countries, advertising

regulations, the position and treatment of women and immigrants as well as the

workforce. This report will assist in the decision of whether Canada will be an

appropriate host for the games and spectators.

Summary of Canada

Canada is a diverse country that offers multiculturalism and acceptance of all people.

It’s a country that embraces the good traits and portrays values the world should

admire and adopt; diversity, equality, freedom and respect. The culture that Canada

has adopted is a beautiful mix, which accepts peoples opinions and views and

encourages growth within. This is a country that accepts all nationalities in, and

Cultural Attributes

Canada was the first country in the word to adopt multiculturalism as an official

policy (Government of Canada 2012). Canada is a multicultural society, leading back

from the 1980’s when the country opened their doors, inviting people to migrate. The

country is broken down into the ethnic make up of 27% British Isles, 23% French,

15% Amerindian, 6% other and 26% of a mixed background. The language in Canada

that is recognised by the Constitution is English and French.

Multiculturalism in Canada has helped to establish a flourishing country. Their

current multicultural laws ensures the equality throughout the country. The laws

recognises the diversity by race, culture, ethnicity, religion and ancestry and have a

guarantee to everyone for complete freedom (Government of Canada 2012).

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Position & Treatment of women/ Quality or Inequality in the

workforce

There are both racial and gender

inequalities present in the Canadian

workforce. Statistics show that within the

workforce; there are visible inequalities in

earnings between minority immigrants

who earn less than the native-born

Canadian workers (Reitz & Banerjee 2007,

pp.1-52). Unemployment rate is highest

among Aboriginal people, followed by

foreign-born visible minorities, and

Canadian-born visible minorities.

The difference in earnings varies among minority groups and between genders,

although the native born Canadian women are also disadvantaged themselves when

compared to men (Reitz & Banerjee 2007, pp.1-52). Women are participating in the

paid labour force at higher levels than ever before, however when it comes to better-

paid jobs, women are still largely excluded from blue collar jobs, especially in the

skilled trades. Pay inequality between men and women persists and is worsening, in

the workplace and in society as a whole (Canadian Labour Congress 2008).

Canadian Labour Congress 2008

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Sterotyping

Stereotyping in advertising is prohibited in Canada and broadcast advertising must

refer to the Sex-Role Portrayal Code for Television and Radio Programming [since

March 17, 2008, replaced by the Equitable Portrayal Code]. These codes recognise

that stereotyping images can and do have a negative effect on viewers, it is the

responsibility of the broadcaster to avoid stereotyping by showing a conscious

sensitivity to the problems related to sex-role stereotyping, by refraining from

exploitation and by the reflection of the intellectual and emotional equality of both

sexes in programming (Canadian Broadcast Standards Council 2002).

Advertisements in Canada cannot have the following:

Condone any form of personal discrimination, including that based upon race,

national origin, religion, sex or age (Advertising Standards Canada 2015).

Appear in a realistic manner to exploit or incite violence (Advertising

Standards Canada 2015).

Demean, denigrate or disparage one or more identifiable persons, group of

persons, firms, organisations, industrial or commercial activities, professions,

entities, products or services, or attempt to bring it or them into public

contempt or ridicule (Advertising Standards Canada 2015).

Undermine human dignity (Advertising Standards Canada 2015).

Attitude to advertising to children

The Canadian government regulations implemented by the Federal Communications

Commission and the Federal Trade Commission provide some protection for children

from advertising and marketing practices (Calvert 2008, pp.205-255). One of these

being the Broadcast Code of Advertising to Children which is designed to

complement the principles of ethical advertising outlined in the Canadian Code of

Advertising Standards. This guide outlines that advertisers shall not use violence,

stimulate unreasonable expectations of product or premium performance and should

be consistent with the principles of industry broadcast self regulatory codes such as

those endorsed by ASC, the Canadian Association of Broadcasters (CAB), and the

Canadian Broadcasting Corporation (CBC) (Advertising Standards Canada 2010).

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When it comes to

food retailers,

advertisers are

required to be

consistent with the sound nutrition guidance when advertising food to children, this is

through the Children’s Advertising Initiative (Advertising Standards Canada, 2015).

Overall, advertiser must be aware that programs designed specifically for children are

reaching impressionable minds and can influence social attitudes and is the

responsibility of advertisers to provide the control of material, characterization and

plot of advertisements (Canadian Broadcast Standards Council 2002).

Treatment of immigrants & foreign residents in general

Treatment of immigrants and foreign residents has changed significantly over time.

Chinese immigrants were transported to Canada in order to assist building the

Canadian Pacific Railway. Upon completion, they were made to pay a tax for

residency of up to $500, equating to two years wage. Chinese immigrants were

banned between 1923 and 1947 (Hill, C et al).

Nowadays, having the highest level of immigration per capita in the world, Canada is

regarded as exceptional in terms of managing over 230,000 annual immigrant influxes

with reception programs, high level of refugee acceptance, quasi- identical rights for

citizens and immigrants and multiculturalism programs (Helly, D 2005). Canada is

constantly increasing the number of applicants they allow to attain permanent

residential status beyond temporary work.

In 2010, Canada accepted 280,681 both permanent and temporary immigrants. This

was made up of 67% economic immigrants, 22% family class, 9% refugees, and 2%

other. Canadian nationality law allows immigrants the right to apply for citizenship

after living in Canada for three years, providing they lived in Canada as a permanent

resident for at least two of those years (MarkFairview).

Image Source: Canadian Children’s Food and Beverage Advertising Initiative 2013

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Treatment / Attitudes towards the LGBT community

Canada has wide spread lesbian, gay, bisexual and transgender communities

throughout the country. The larger population of LGBT is found in the major cities

throughout the country. The Canadian Government had made same sex marriage legal

back in 2005, and from this date they have recorded over 21,000 same sex marriages

throughout the Nation. Throughout some of the larger cities in Canada, there are

LGBT-oriented neighbourhoods, or gay villages. One in particular, Gai Village,

located in Montreal, is considered to be cultural and has been put on the cities maps.

The government are aggressively promoting this Village and have included this as a

tourist destination in Montreal, recognising the importance of this Village to the city.

Cultural Values/What do these cultural values demonstrate

Canada has a high regard for their cultural values, their country values independence,

skills, identity, freedom, respect for cultural differences, peace, equality, dignity and

social justice. These values shows the countries respect for their citizens, their country

and welcomes the people of the world in. Canada has long been recognised for its

peace-keeping role around the world (Durham 2010).

These cultural values demonstrate the acceptance and nurturing abilities of their

country. The Government is a unique federal style that is based on compromise and

co-existence. The Governments that are elected into power remain accountable to all

Canadians and citizens, they have a democratic system which is respected and

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promoted to ensure the fair treatment of everyone. The goal of the Canadian

government's cultural policy is to foster an environment in which Canada's cultural

products are created, produced, marketed, preserved and shared with audiences at

home and abroad, thereby contributing to Canada's economic, social and cultural

growth (Foreign Affairs, 2014).

How & Why will these cultural values translate to other cultures

Understanding other people's languages, cultures, etiquettes and taboos is of great

value to the traveller or visiting business person, in this case it is vital for the Olympic

board to understand how the Canadian culture could be translated to other countries

cultures. Canada has a vast cultural diversity forming their society and their main

cultural values which include multiculturalism, equality, freedom, peace and

acceptance, however these may or may not be viewed the same way or have the same

value in other countries (Durham 2010).

How do these cultural values translate to other promotional culture

John, A and Patricia, M suggest that the understanding of cultural value orientations

may be important when marketing products and services to other cultures. This is

particularly important for Canada with their vast cultural diversity forming their

society. The Foreign Affairs, Trade and Development Canada website states that

Canadian books, magazines, songs, films, new media, radio and television programs

reflect who they are as a people.

However, Daniels, C 2012 suggests that ethic marketing, for the most part, has been

separated from the mainstream marketing function and that companies have been

slow to respond to the demographic shift. John, A and Patricia, M also noted that an

analysis of advertisements did not express core cultural beliefs with the position

tending to focus on the nature of products or services promoted rather than the

orientation of the culture in which the advertisement appeared. However, according

to Hofstede’s cultural dimensions, Canada is a culture with low uncertainty avoidance

with a willingness to tolerate ambiguity and uncertainty. This tolerance allows for an

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acceptance in cultural differences and the possible promotional barriers that may

arise.

Cultural context is pertinent to ethical behaviour

Ethical systems refer to a set of moral principals or values that are used to guide and

shape behaviour (Hill, C et al). Being a multicultural nation, Canada has a diverse

range of moral principals and values. Canada is made up primarily by a combination

of three cultures – an Anglo culture, a French-speaking ‘Quebecois’ culture and a

Native American culture (Hill, C et al). These have been the main influential cultures

in forming Canada’s ethical behaviours.

The new Quebec Education Program was developed to stress the pertinence of ‘living

together with differences.’ The education program endeavours to enrich student’s

world-views by developing their autonomy to understand ethnic and cultural diversity

in their community, while affirming their own values in a spirit of respect for

differences (Bouchard, N). The program represents Canada’s intent to promote

harmonious social relations within the community, linking Canadian culture to the

common value of respect for differences in a hope to form an ethically united nation.

Discuss if that country is an appropriate place for the athletes &

spectators

Canada has only hosted the Summer Olympic Games once in 1976 in Montreal yet

possesses many attributes required by the International Olympic Committee (IOC) to

be an appropriate venue for an Olympic Games. The IOC notes the importance of

government support, legal issues and public opinion, general infrastructure, sports

venues, environmental conditions, accommodation, transport capabilities, safety and

security. Canada ranks well in these areas and has a great reputation internationally. A

recent international survey conducted in 2014 asked 27,000 people what they thought

about the safety, public policy, and efficacy of government and other attributes of 50

countries (Kliff, S 2014). The results (see appendix 1) backed up claims that Canada

is viewed as a leading nation in contention for such an event.

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Multiculturalism is embraced in Canada, making it a welcomed and accepting place

for the cultural diversity such an event would bring. It would provide a low-risk

environment, Kliff, S 2014 notes Canada boasts the lowest rate of assaults than any

other country. Athletes and spectators would be offered a variety of attractions

including world-famous parks, historic sites, museums and events.

Conclusion

In summary, Canada has great potential to host the 2024 Olympic Games based on the

findings of this report. As sport is a great contributor to globalisation, Canada has the

attributes to facilitate the growing nature of internationally participated sport and the

cultural, political, economical and societal roadblocks which may stand in the way.

Canada ranks highly in safety, cleanliness, ethical standards, multicultural acceptance,

treatment towards immigrants and equality in society. The purpose of an Olympic

Games according to the IOC is to embrace the ‘Olympic Spirit’ with the mission to

build a peaceful and better world through creating a mutual understanding in the spirit

of friendship, solidarity and fair play. As a nation, Canada has a lot to offer in terms

of supporting this notion of Olympic Spirit and has the potential to encourage and

support athletes and spectators from every corner of the world in the global

phenomenon that is the Olympics.

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Appendix 1

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