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Previous studies of NBC's primetime Olympic commentary have revealed differences in how the network describes male figure skaters as compared to the composite of other male Olympians. To determine if NBC presented male Olympic figure skaters differently than the composite of other male Olympians during its 2018 primetime Winter Olympic broadcast, all 63.5 hours of NBC's primetime broadcast television coverage of the PyeongChang Games were examined using a taxonomy that categorized NBC's commentary about Olympic athletes into macro categories of success/failure, and personality/physicality. This study revealed 10 significantly-different mediated dialogue trends between male figure skaters and the aggregate of other male Winter Olympians. Male figure skaters were more likely to receive success comments related to strength, composure, and commitment, and failure comments related to a lack of concentration, strength, and composure. They were also more likely to receive comments related to being outgoing/extroverted. Other male Olympians were more likely to receive success comments related to intelligence and were more likely to receive comments about their size/body parts and comments in the "other/neutral" category. The findings are analyzed in the context of the PyeongChang broadcast and longitudinal research. [ABSTRACT FROM AUTHOR]

The National Broadcasting Company's (NBC) primetime broadcast of the 2018 PyeongChang Olympics over 18 nights was analyzed to determine differences between the network's treatment of U.S. and non-U.S. Olympians. Consistent with previous findings, an American athlete was the most mentioned athlete, and Americans composed the majority of the Top 20 most mentioned athletes. In contrast to previous findings, American athletes accounted for only 38.68% of the mentions, the lowest amount recorded since studies began with the 1996 Games. In addition, a sport-by-sport analysis revealed that an American was the most mentioned athlete in 8 of the 15 winter sports, and Americans received more mentions in 4 winter sports. Regarding descriptions ascribed to the Olympians, American athletes were more likely to be portrayed as succeeding due to superior concentration, composure, and commitment, while non-Americans were more likely to be portrayed as failing due to a lack of concentration, strength, and ability. Non-Americans were also more likely to be described as modest/introverted. Contextualization of these findings is provided. [ABSTRACT FROM AUTHOR]

An empirical analysis was conducted focusing on how the United States-based NBC and the Canada-based CBC portrayed male figure skaters in comparison with their male Winter Olympic counterparts on the networks' primetime 2014 Olympic broadcasts. Using 100% of all primetime broadcast content as a universe of investigation, NBC's and the CBC's commentary about male figure skaters was compared with the aggregate of all other male Winter Olympians in the areas of success, failure and personality/physicality. Analysis of NBC's primetime coverage of the 2014 Sochi Winter Olympic Games revealed five (5) significantly-different dialogue trends between male figure skaters and the aggregate of other male Winter Olympians, while analysis of the CBC's primetime coverage revealed seven (7) significantly-different dialogue trends between male figure skaters and the aggregate of other male Winter Olympians. Differences were not consistent from network to network, showing that NBC and CBC treated male figure skaters differently, yet in significantly different manners by network. Insights are offered on the theoretical and applied levels. [ABSTRACT FROM AUTHOR]

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]

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]