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The impact of international TV media coverage of the Beijing Olympics 2008 on China's media image formation: a media content analysis perspective

Guojun Zeng (Associate Professor, School of Tourism Management, Sun Yat-sen University, 135 Xinggangxi, Road, Haizhu District, Guangzhou, P.R. China & Rotterdam School of Management, Erasmus University Rotterdam, Netherlands)
Frank Go (Professor, Rotterdam School of Management, Erasmus University, Netherlands)
Christian Kolmer (Head of Science-Research, Media Tenor International, Zurich, Switzerland)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2011

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Abstract

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.

Keywords

Citation

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

Publisher

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Emerald Group Publishing Limited

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