Environmental Sustainability, Embedded Agency, and the Rhetorical Appeals of Winning Olympic Bids

Environmental sustainability (ES) has increasingly become a core focus of the International Olympic Committee (IOC) due to institutional pressures as well as the threat of climate change. Since the IOC continues to urge candidature cities to underscore ES in the bidding and planning process by asking more elaborate questions in the Candidature Questionnaire, it remains unclear how winning cities have adapted their bids to demonstrate their accountability to win the rights to host an ES Games. One approach to better understanding the discourse candidature cities use in their ES plans is to study how bid committees employ Aristotle’s rhetorical appeals—ethos (credibility), pathos (emotion), and logos (logic). To do so, this qualitative case study analyzed winning candidature files of the Summer and Winter Olympic Games (N = 16) from 1992 to present day. The results revealed one distinct rhetorical appeal, ethos, emerged more than the others that underscored the value of highlighting credibility in ES contexts. One of the most interesting findings of the study is that ethos-based arguments depend greatly on existing governance infrastructures, policies, certifications, and previous experience, external to the IOC governance process. This is a significant finding because it shows the paradox of embedded agency, while also highlighting how establishing credibility is more important to cities than merely promising results.