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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]

This study examines whether print advertisements featuring homosexual imagery elicit greater attention and recall while eliciting more negative responses than advertisements featuring heterosexual images. Data indicate that these advertisements were indeed better remembered and required more time to cognitively process, likely because of the advertisement's imagery being inconsistent with existing gender schema. Other responses demonstrated that homosexual imagery negatively impacted opinions about the advertisement itself and the brand featured, and elicited more negative self-reported valence and arousal. KEYWORDS advertising, attitudes, imagery, memory DOI: 10.1080/00918361003608665

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 (1P) 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 1P judgments about message effects. Implications for PSA design are discussed. Keywords: third-person effect; limited capacity; antismoking campaigns

Gender, ethnic and national biases in the commentary of NBC on the 2004 Athens Olympics telecast are analyzed. The results indicated that more coverage was given to the male athletes, most frequent mention of white athletes and out of them almost 85% being American athletes.

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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]

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.

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]

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]

Analysis of 70 prime-time hours of host and reporter commentary in NBC's 2004 Athens Summer Olympic telecast located the degree and forms of gender, ethnic, and national biases hidden within [...]

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 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]