Media Presentations of Olympic Victories and Nation-Related Identification Among Viewers: The Influence of Emotions Induced by Sportscasts

in International Journal of Sport Communication

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Michael Mutz Institute of Sport Science, Justus-Liebig-University Giessen, Kugelberg, Giessen, Germany

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Markus Gerke Institute of Sport Science, Justus-Liebig-University Giessen, Kugelberg, Giessen, Germany

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DOI:
https://doi.org/10.1123/ijsc.2021-0103
Keywords:
Olympic games; nationalism; national pride; mega sport events
First Published Online:
14 Feb 2022
In Print:
Volume 15: Issue 2
Page Range:
117–126
Restricted access

This study uses experimental methods to assess the causal effect of media presentations on viewer’s emotions, national identification, and nation-related values. In three experiments covering marginal sports disciplines, viewers watched broadcasts of compatriots winning an Olympic gold medal, either featuring emotional and partisan reporting styles or a neutral audio commentary. Findings show that those exposed to the partisan commentary experienced heightened emotions; identified more strongly with their nation; exhibited more patriotism and nationalism; and ascribed positive values (e.g., achievement, diligence) more strongly to their home country than did viewers in the control group. These results suggest that the broadcasting styles influence viewers’ emotions, attitudes, and collective identifications beyond the effects of the sporting competition itself.

Gerke https://orcid.org/0000-0001-8938-7456

Gerke is now with the Department of Sociology, Middlebury College, VT, USA.

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