Exploring the involvement of athletes in influencing a host country's image via social media: the case of the Rio 2016 Olympic Games

2021 ◽  
Vol 21 (3/4) ◽  
pp. 209
Author(s):  
Norm O'Reilly ◽  
Gashaw Abeza ◽  
Maksim Berdnikov
Keyword(s):  
Social Media ◽  
Olympic Games

An everyday glimpse of the nation: NHK’s morning drama (asadora) and rituality

2019 ◽  
Vol 5 (2) ◽  
pp. 111-126
Author(s):  
Elisabeth Scherer
Keyword(s):  
Social Media ◽  
Collective Memory ◽  
Olympic Games ◽  
Symbolic Power ◽  
The Political ◽  
National Unity ◽  
The Public ◽  
Public Broadcaster ◽  
The 1960S ◽  
Shed Light

NHK’s morning drama (asadora) has been an important institution on Japanese television since the 1960s and is also known as ‘national drama’. This article discusses this media format in the context of rituals and nationhood: watching asadora has become an everyday ritual that can convey a sense of national unity, and the series functions as a ‘media ritual’ that naturalizes the concept of the Japanese nation, thereby also strengthening the symbolic power of the public broadcaster NHK. As the example of Hiyokko (2017) shows, the producers of this series evoke collective memory and nostalgia by depicting everyday culture and large, nationally charged events such as the 1964 Olympic Games. Reflecting on asadora can shed light on the political and ideological dimensions of seemingly ‘banal’ media products as well as provide more general insights into the development of television in times of social media and the disappearance of the ‘national’ TV audience.

“Love Sport, Even When It Breaks Your Heart Again”: Ritualizing Consumerism in Sports on Weibo

2013 ◽  
Vol 6 (3) ◽  
pp. 258-273 ◽  
Author(s):  
Zhengjia Liu ◽  
Dan Berkowitz
Keyword(s):  
Social Media ◽  
Olympic Games ◽  
Consumer Society ◽  
Cultural Narratives ◽  
Media Communication ◽  
Social Actors ◽  
Sports Events ◽  
Commercial Feed ◽  
Chinese Consumer ◽  
Social Media Communication

Social media have changed the way that social actors participate in sports events. “Prosumers” are able to directly offer different interpretations without journalists’ mediation when a social issue arises. However, social media do not fundamentally change the significance of cultural narratives in communication. This study focuses on discussions initiated by a commercial feed on a Chinese microblogging site during the 2012 London Olympic Games. Qualitative textual analysis was conducted. The study found that enduring cultural narratives create the predrafts of social-media communication; the instantaneity of microblogging referred to not simply its physical appearance but also the meaning of that appearance. In addition, social-media texts illustrate a society’s ongoing stories. Going beyond the limitations of previous control-vs.-freedom paradigms, this study explores a Chinese consumer society that is more dynamic and complex than previous studies would suggest.

scholarly journals Social Media Education Provided by National Governing Bodies of Sport: An Examination of Practices for Youth Olympic Games and Olympic Games Athletes

2021 ◽  
pp. 216747952110536
Author(s):  
Andrea N. Geurin
Keyword(s):  
Social Media ◽  
Mixed Method ◽  
Olympic Games ◽  
Media Use ◽  
Uses And Gratifications Theory ◽  
Social Media Use ◽  
Olympic Athletes ◽  
The Social ◽  
Depth Interviews ◽  
And Training

Social media provides athletes with many opportunities as well as challenges. Scholars have argued for proactive, educational social media training instead of traditional policy and punishment models, yet research on this topic is limited. Therefore, this study sought to understand the social media training/education national governing bodies (NGBs) provided to athletes ranging from Youth Olympic Games (YOG) to Olympic level, and to examine NGB communication employees’ perceptions regarding athletes’ social media use and their organization’s social media training. Utilizing uses and gratifications theory, a sequential mixed method was employed involving a survey of U.S. NGBs and in-depth interviews with NGB communication personnel. While most NGBs used proactive, educational social media training for Olympic athletes, few did the same for YOG athletes. NGB employees felt social media use posed significant benefits or gratifications to athletes, and education and training helped to enhance those benefits as well as minimize the challenges, or failed gratifications, athletes experience on social media.

Ambush Marketing Via Social Media: The Case of the Three Most Recent Olympic Games

2020 ◽  
pp. 1-25
Author(s):  
Gashaw Abeza ◽  
Jessica R. Braunstein-Minkove ◽  
Benoit Séguin ◽  
Norm O’Reilly ◽  
Ari Kim ◽  
...  
Keyword(s):  
Social Media ◽  
Olympic Games ◽  
Future Research ◽  
Ambush Marketing ◽  
Practical Implications

This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and 2018 Games. Data were gathered from the official Twitter accounts of 15 direct industry competitors over the three most recent Games. Despite a series of SM guidelines released by IOC for the 2014, 2016, and 2018 Games, the findings showed that the practice of ambush marketing via SM was evident during each of the Games. Direct industry competitors were found employing four specific ambush strategies, namely, associative, values, coattail, and property infringement. Theoretical and practical implications, as well as an impetus for future research, are suggested.

Twitter and Olympics

2018 ◽  
Vol 19 (4) ◽  
pp. 370-383 ◽  
Author(s):  
Bo Li ◽  
Olan K.M. Scott ◽  
Stephen W. Dittmore
Keyword(s):  
Social Media ◽  
Olympic Games ◽  
Negative Relationship ◽  
Data Set ◽  
Content Type ◽  
Media Usage ◽  
Media Messages ◽  
Demand Theory ◽  
Significant Negative Relationship ◽  
Tv Broadcasting

PurposeThe purpose of this paper is to examine how Olympic audiences utilized Twitter to follow American National Governing Bodies (NGBs) during the 2016 Rio Olympic Games.Design/methodology/approachGuided by economic demand theory, the researchers sought to explore whether factors such as the content of social media messages, athlete’s performance, event presentation, scheduling, and TV broadcasting contribute to enhancing fans’ interests in following NGBs on Twitter during the Olympic Games. In total, 33 American NGB Twitter accounts formed the data set for this study. Each of NGBs’ Twitter data was collected every night at midnight from August 7 to 23, 2016. Data collected from each NGB account included number of followers, number of accounts followed, number of tweets, and number of “likes.”FindingsResults of this study revealed that team’s performance and the number of tweets had direct and positive relationships with increasing the number of NGB’s Twitter followers on each competition day. The number of “likes,” however, had a significant negative relationship with fans’ interests in following NGBs’ Twitter.Originality/valueThe results of the study are expected to help Governing Bodies in the Olympic sports have a better understanding of fans’ social media usage.

Social Media in the Olympic Games

2015 ◽  
Author(s):  
Emilio Fernández Peña ◽  
Natividad Ramajo ◽  
María Arauz
Keyword(s):  
Social Media ◽  
Olympic Games ◽  
The Olympic Games
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