A Unified Version of London 2012: New-Media Coverage of Gender, Nationality, and Sport for Olympics Consumers in Six Countries

in Journal of Sport Management
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  • 1 Griffith University
  • | 2 Indiana University
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Traditional media coverage of the Olympic Games has been shown to exhibit biases in terms of gender, nationality, and the type of sports covered, which can contribute to negative societal consequences and inaccurate historical records of such events. Scholars have suggested that because of the Internet’s expanded spatial parameters, new media have the ability to provide more equitable coverage of events such as the Olympics. In this study, we used agenda setting theory to employ a content analysis methodology to determine whether different constructions of the 2012 London Olympics were presented to media consumers on news websites in Australia, Brazil, China, Great Britain, Kenya, and the United States. Findings indicated that very few gender, nationalistic, or sport biases existed in any of the countries’ coverage, lending credence to the notion that the Internet affords media managers with an opportunity to provide more equitable coverage and thus a more accurate depiction of events.

Andrea Eagleman is with the Department of Tourism, Sport, and Hotel Management at Griffith University in Brisbane, Australia. Lauren Burch is with the Division of Business at Indiana University-Purdue University Columbus in Columbus, IN. Ryan Vooris is with the School of Public Health at Indiana University in Bloomington, IN. Address author correspondence to Andrea Eagleman at a.eagleman@griffith.edu.au.

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