Article
Details
Citation
Monaghan J & Rocha C (2022) Print Media Framing of the Olympic Games Before Canadian Referendums: The Cases of Calgary 2026 and Vancouver 2010. International Journal of Sport Communication, 15 (4), pp. 313-324. https://doi.org/10.1123/ijsc.2022-0066
Abstract
This study used a quantitative content analysis and a qualitative thematic analysis to explore how the Olympic Games were
framed in print media prior to two Canadian Winter Olympic referendums. Content-analysis results showed that the salient topics
and the tone of newspaper articles were framed more positively prior to the successful Vancouver 2010 referendum compared
with the unsuccessful Calgary 2026 referendum. The thematic analysis indicated four themes. First, news discourse emphasized
the importance of Olympic vision that is congruent with host city needs. Second, the prominence of health promotion through
sport as a reported theme was more associated with a successful bid. Third, the communication and quantification of intangible
benefits were reported to be increasingly important so that the value of the Olympics can be assessed fairly against the everburgeoning
hosting costs. Finally, the Olympic brand has been deteriorating, at least over the last 15–16 years according to print
media. Implications for theory and practice are discussed.
Keywords
sport management; sport mega-events; media
Journal
International Journal of Sport Communication: Volume 15, Issue 4
Status | Published |
---|---|
Publication date | 31/12/2022 |
Publication date online | 10/06/2022 |
Date accepted by journal | 18/04/2022 |
URL | http://hdl.handle.net/1893/34443 |
ISSN | 1936-3915 |
eISSN | 1936-3907 |
People (1)
Senior Lecturer, Sport