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This case study assessed the differences in time on camera dedicated to men and women athletes at the 2022 Beijing Winter Olympics. An analysis of the entirety of the programming on the the American broadcast television company NBC, including the prime-time broadcasts, the daytime programming, and the additional nightly content, yielded nearly 185 hr of coded Olympic content. When excluding mixed-sex events, in the 61.5 hr of prime-time coverage, women received 60.05% of the time on camera. During the non-prime-time coverage, which spanned 123 hr, men received the majority of clock time, accounting for 51.6% of coverage. In addition, differences by sport were uncovered, with the major differences occurring in alpine skiing, which saw more women's coverage regardless of broadcast. In contrast, women received more coverage in freestyle skiing and snowboarding during the prime-time broadcast, but men were more emphasized in these competitions during the non-prime-time content. Utilizing agenda setting as the theoretical framework for this case study, ramifications for these broadcast trends and differences are discussed. [ABSTRACT FROM AUTHOR]

This study assessed the time on camera dedicated to men and women athletes at the 2020 Summer Olympics in Tokyo. An analysis of all of NBC's Olympic programming, consisting of both the flagship prime-time broadcasts and the additional content on their network, yielded nearly 230 hr of Olympic content to code. In the 62 hr of prime-time coverage, women received 57.95% of the time on camera. During the non-prime-time coverage, which spanned 167 hr, women again received the majority of clock time, accounting for 55.22%. In addition, differences by sport were uncovered with the major differences occurring in gymnastics and beach volleyball, both of which saw much more hours dedicated to the women's competitions. Utilizing agenda setting as the theoretical framework for this study, ramifications for these broadcast trends and differences are discussed. [ABSTRACT FROM AUTHOR]

This report examines how the National Broadcasting Company's (NBC's) primetime telecasts of the 2020 Tokyo Summer Olympic Games and the 2022 Beijing Winter Olympic Games presented male and female athletes. Clock-time analyses (of how much time each sporting event was featured in primetime) and salience analyses (of the most mentioned athletes by NBC employees) are reported. Results show that women received the majority of clock-time and name mentions during both Olympiads, a further continuation of NBC's most recent Olympic broadcast practices, which appears to continue to be driven by American women winning the majority of the United States' medals during both the Summer and Winter Games. [ABSTRACT FROM AUTHOR]

While major sporting mega-events have begun to feature equitable amounts of coverage, portrayals of male and female athletes can reinforce gender stereotypes about sports. It is important to examine viewer preferences for broadcasts featuring male and female athletes to determine if viewing choices reflect stereotypical sporting beliefs and behaviors. Drawing on gender schema theory and social dominance orientation, this study examines viewing behaviors during sports broadcasts that vary by the sex of the athlete and the perceived gender of the sport. Results show that viewers tend to spend more time watching sports broadcasts that reinforce rather that challenge existing stereotypes. [ABSTRACT FROM AUTHOR]

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A population of NBC's primetime coverage of the 2010 Vancouver Olympics (64 hours) was analyzed to determine differences between the media treatment of U.S. and non-U.S. Olympians. Results showed that U.S. athletes were highlighted at three to four times to rate their successes would suggest. In addition, American athletes were more likely to be depicted as succeeding because of their intellect, commitment, and consonance while non-American athletes were more likely to be depicted as failing because they lacked the strength and skill of other athletes. From a personality/physicality standpoint, American athletes received enhanced comments about their outgoing/extroverted nature while non-American athletes received more comments about the size and parts of their bodies. Ramifications for framing theory and Olympic nationalism research are articulated. [ABSTRACT FROM AUTHOR]

This study analyzed the frequency with which the 2018 Pyeongchang Winter Olympic broadcasts featured men and women athletes. To understand these portrayals, all 557 hr and 15 min of National Broadcasting Company's (NBC) 2018 Winter Olympic telecasts were recorded. This recorded content included the 62 hr and 30 min of NBC's primetime program and, for the first time, all of the remaining non-NBC primetime coverage on NBC's other networks. Women athletes received the majority of the clock time on the NBC primetime broadcast; however, men received significantly more clock time on the remaining Olympic telecasts. Additionally, for both sets of broadcasts, differences were found between the amount of coverage for men and women athletes by sport. Through the lens of agenda-setting theory, potential reasons and ramifications for the different trends of coverage by broadcast are discussed. [ABSTRACT FROM AUTHOR]

Gymnastics is one of the most popular sports at the Summer Olympics in both the United States and China. This study content analyzes more than 23 hours of Olympic gymnastics at the 2016 Rio Games on NBC and CCTV, examining potential framing differences pertaining to nationality and biological sex. Findings reveal that, in terms of name mentions, NBC favored female and domestic gymnasts, yet CCTV devoted more mentions to male and nondomestic gymnasts. Regarding word-by-word descriptors, multiple significant differences strongly suggest that the two networks depict gymnasts in substantially different manners. Discussions and research directions are also offered. [ABSTRACT FROM AUTHOR]

The CBC's and NBC's primetime broadcasts of the 2014 Winter Olympics were analyzed to determine differences between the media treatment of home nation and foreign athletes. The CBC results showed that Canadian athletes represented 48.5% of total athlete mentions and constituted all of the top 20 most-mentioned athletes. NBC results showed that American athletes represented 43.9% of their total mentions and 65% of the top 20 most-mentioned athletes. The CBC was more likely to attribute Canadian athletic successes to commitment and intelligence, and non-Canadian successes to strength. The CBC was more likely to discuss the emotions and background of non-Canadians and make neutral/other comments about Canadians. NBC was more likely to attribute American failures to experience. Comparisons between the networks revealed 30 significant differences in the manner of depicting home athletes compared to athletes from other nations. [ABSTRACT FROM AUTHOR]

The following study represents the first attempt in to empirically analyze the Canadian Broadcast Corporation’s (CBC) prime time Olympic broadcast to determine if there were significant trends based on the sex of the athlete. All 72 hours of the CBC’s 2014 prime time Winter Olympic broadcast were analyzed. When excluding mixed-pair competitions, men received 60.4 percent of the airtime. Men received 61.2 percent of the mentions and comprised 65 percent of the top 20 most-mentioned athletes list. Sportscaster dialogues surrounding the attributions of success and failure of athletes, as well as depictions of physicality and personality, contained some divergences based on the sex of an athlete. Men were more likely to be depicted as succeeding because of athletic ability and intelligence while women were more likely to have their successes attributed to experience. Additionally, men were more likely to have their failures attributed to lack of intelligence. In the areas of personality/physicality, women athletes were more likely to receive comments about their size/parts of the body while men were more likely to receive comments in the areas of outgoing/extroversion and emotions. [ABSTRACT FROM PUBLISHER]

All 63 h of the National Broadcasting Company’s (NBC) scheduled primetime coverage of the 2014 Sochi Winter Olympic broadcast were analyzed revealing significant sex-based trends. Women athletes received 47.7% of the clock-time on the broadcast, more than in any other Winter Olympiad examined, and significantly more than in the previous four Winter Olympic Games. Women received 41.7% of the mentions in the broadcast and comprised 45% of the top-20 most mentioned athletes. Sex-based divergences in dialogues surrounding attributions of success were found, but none were detected for attributions of failure. Sex-based differences were also found in descriptions of personality/physicality. Contextualization is offered related to other intervening factors such as US medal successes by sex, celebrity and salient storylines surrounding American athletes. [ABSTRACT FROM PUBLISHER]

Analysis of NBC's 2012 London Summer Olympic broadcast revealed significant differences between athletes of different ethnic backgrounds. Regarding athletic mentions, White athletes were more likely to be mentioned (64.3%) than all other athletes combined, with significant differences found in the reporting of an athlete from differing ethnic backgrounds depending on the venue where the mention is made. Regarding descriptions ascribed to the Olympians, significant differences were found when comparing the commentary for White, Black, Latino, Asian, and Middle Eastern athletes, including differences in the discussion of successes and failures of athletic strength, athletic ability, experience, and intelligence. Implications on the dialogue divergences are offered at the theoretical level, with heuristic impact being discussed in a variety of contexts. [ABSTRACT FROM AUTHOR]

Perhaps the most feminized sport in all modern athletics, figure skating receives primacy within any American Winter Olympic telecast—with all of the gendered language that comes with that featured status. This study revealed 13 significantly different dialogue trends between male figure skaters and the aggregate of other male Winter Olympians. Such a high number of differences highlight the convoluted role of perceived masculinity in sport, with male figure skaters as mediated outliers within the overall composite of Olympic dialogue. [ABSTRACT FROM AUTHOR]

All sixty-nine hours of National Broadcasting Company’s (NBC) 2012 primetime Summer Olympic telecast were analyzed, revealing significant gender trends. For the first time in any scholarly study of NBC’s coverage of the games, women athletes received the majority of the clock-time and on-air mentions. However, dialogues surrounding the attributions of success and failure of athletes, as well as depictions of physicality and personality, contained some divergences by gender. [ABSTRACT FROM PUBLISHER]

This study represents the first attempt to content-analyse on-air commentary surrounding the six ‘major’ Winter Olympic sports, operationalized as any event receiving at least three hours of aggregate prime-time coverage on the NBC broadcast network. Analysis of all 64 hours of NBC's prime-time coverage of the 2010 Vancouver Olympic Winter Games revealed 26 significantly different dialogue trends between male and female athletes. Gendered differences in the attribution of athletic success and failure were found in figure skating, alpine skiing and short-track speed skating, but not in bobsledding, freestyle skiing and snowboarding. Gendered differences in personality/physicality descriptors were found in alpine skiing, bobsled, figure skating, freestyle skiing and snowboarding, but not in short-track speed skating. Overall, figure skating generated the most gendered differences in commentary, while snowboarding and freestyle skiing had the fewest differences. [ABSTRACT FROM AUTHOR]

This study used theories of agenda setting and framing to examine NBC's Americanized telecast in the 2008 Beijing Olympics. Five sports (gymnastics, diving, swimming, track and field, and beach volleyball) received more than 90% of the prime-time coverage, which set an agenda about which sports were most relevant for Americans to watch. The limited scope within NBC's televised agenda, in turn, facilitated the gendered framing of Olympians through sport commentator accounts. Gendered differences were statistically present in only four sports; diving had no significant differences, whereas beach volleyball contained the most differences. Implications and directions for future research are explored. [ABSTRACT FROM AUTHOR]

This study found that increasing the pacing of antisubstance radio Public Service Announcements (PSAs) increased perceived effects on self and diminished perceived differences between effects on self and on others. This was more evident for messages with arousing content than for those with calm content. The study used a mixed multivariate design with arousing content (2), production pacing (3), and message (4) as within-subjects factors and order of presentation (4) as a between-subjects factor. The impact of increased pacing was greater for those who made third-person (3P) judgments (others more affected than self) than by those who made first-person (IP) judgments (self more affected than others). In addition to message features, behavior also influenced perceived message effects. Analysis of a subset of PSAs using antismoking messages found that smokers were more likely to make 3P judgments and nonsmokers IP judgments about message effects. Implications for PSA design are discussed. [ABSTRACT FROM AUTHOR]

Previous analyses of sports telecasts found disparities between the ways male and female athletes were portrayed by on-air commentators, but no previous analysis has examined gender differences within professional golf telecasts. Examination of 34,881 descriptors within 243.5 hours of televised PGA and LPGA golf located 2 dozen critical differences in the ways male and female golfers were portrayed. Most crucially, women were more likely than men to be described in terms of why they succeeded or failed, whereas men were more likely than women to be depicted with personality or physical attributes, a notable change from earlier research findings for other sports. Comparison with the findings in 9 seminal studies of sports announcing showed that golf commentary is distinctively different from other types of sports commentary. The results counter the previously identified female stereotype of implied physical weakness, while potentially exemplifying a newer stereotype of female golfers achieving because they are lucky. [ABSTRACT FROM AUTHOR]

Content analysis of broadcast television networks' weekday nightly newscasts during the final weeks of the 198S, 1992,1996, and 2000 presidential election campaigns found an emphasis on hype rather than substantive coverage of the campaigns. Examination of audio and video messages separately showed this to be true for both. Further, even when the audio was substantive, the accompanying visuals often were not. The results are discussed in terms of media reliance, journalistic responsibility, and cognitive processing of mediated messages. [ABSTRACT FROM AUTHOR]