The development of modern sports in China, to a large extent, has been motivated by nationalism. This study examines the Chinese Central Television’s (CCTV) full gymnastics broadcast (over 14 hours) of the 2016 Rio Olympics by content analysis, uncovering that CCTV held clear favoritism toward home athletes, particularly in a context in which Chinese gymnasts were largely unsuccessful. CCTV’s evident preference toward home athletes echoes an “us vs. them” dichotomy in which the network is inclined to seek superiority over other countries by enthusiastically complimenting in-group members. This study sheds light on sports nationalism in Chinese sports cultures, with theoretical and practical implications provided.
|Number of pages||19|
|Journal||Journal of Global Sport Management|
|State||Published - Jul 2 2020|
Bibliographical notePublisher Copyright:
© 2018 Global Alliance of Marketing & Management Associations (GAMMA).
- content analysis
- sports management
- Sports media
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Strategy and Management