This study aims to explain the impact of the Beijing Olympic Games 2008 on China's image in the international TV media. It applies agenda-setting theory to analyse foreign TV coverage of the Olympics in nine countries. Using Rivenburgh's national image richness construct, it attempts to make sense of the coverage before and after Beijing 2008, particularly its impact on the image of the host country. The study concludes that the breadth and attribution of China's image remained relatively stable, that these factors did not improve China's national image directly but that indirectly they raised awareness of China in the international media and framed the host country's image more clearly.
Zeng, G., Go, F. and Kolmer, C. (2011), "The impact of international TV media coverage of the Beijing Olympics 2008 on China's media image formation: a media content analysis perspective", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 4, pp. 39-56. https://doi.org/10.1108/IJSMS-12-04-2011-B004
Emerald Group Publishing Limited
Copyright © 2011 by Winthrop Publications Limited