Olympics Everywhere: Predictors of Multiplatform Media Uses During the 2012 London Olympics

Tang, Tang; Cooper, Roger

doi:10.1080/15205436.2013.804936

Cited by 31 publications

(30 citation statements)

References 26 publications

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“…Nonetheless, social media consumption for sports content is more than a reflection of individual characteristics and personal interests (Billings, 2011; Tang & Cooper, 2013). Structures and social contextual factors can also influence audience behavior (Tomlinson, 1992; Webster, Phalen, & Lichty, 2006).…”

Section: Theoretical Conceptualization and Related Studiesmentioning

confidence: 99%

“…It is also important to note that media use is not free of constraints. Social media consumption can be “structured” by time, cost, and resources, even during a relatively pervasive event like the Olympics (Tang & Cooper, 2013; Webster et al, 2006). When facing more than 6,000 hr of Olympic content and abundant structural changes in content and promotion before and during the Rio Games, audience behavior may be shaped by this unique mega-event context.…”

Section: Theoretical Conceptualization and Related Studiesmentioning

confidence: 99%

“…Beyers (2004) suggests that media practitioners should show different content online at different times of the day because of audience availability. Tang and Cooper (2013) found that audience availability was a significant predictor of online Olympics viewing during the 2012 London Games.…”

Section: Factors Predicting Social Media Use and Audience Behaviormentioning

confidence: 99%

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The Most Social Games

Tang

Cooper

2017

Communication & Sport

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Social media has substantially changed how people consume media content, particularly during sport mega-events. This study examined the audience social media uses during the ''most social Olympics'' and found that demographics, personality, motivations, preference, media use routine, and viewing context significantly predicted social media consumption for the Rio Games. Olympics viewing on social media was predominately predicted by media use routine, while following and posting on social media about the Olympics appeared to be a more ''active'' choice that was shaped by personal identity and virtual schemas. In addition, results indicate that social media uses during the Rio Games neither ''displaced'' nor ''encouraged'' Olympics viewing on traditional television. Uses of social media suggest a digital expansion of ''group'' viewing and transform ways in which the audience can experience a sport mega-event.

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Section: Theoretical Conceptualization and Related Studiesmentioning

confidence: 99%

Section: Theoretical Conceptualization and Related Studiesmentioning

confidence: 99%

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The Most Social Games

Tang

Cooper

2017

Communication & Sport

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“…Kraidy and Mourad (2010) describe a hypermedia event as taking place on online, mobile, and social media. For example, the Olympics in London 2012 was not only the most watched television event in U.S. history but also the “largest online, social media, and mobile event” (Tang & Cooper, 2013, p. 855). Similarly, the 2014 Games in Sochi continued the trend of online and broadcast media expansion by setting a Winter Olympics record with over 1,539 hours of coverage across a range of media platforms (NBC Universal Press Release, 2013).…”

Section: Review Of Literaturementioning

confidence: 99%

New Media, Creativity, and the Olympics

Girginova

2015

Communication & Sport

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The Olympic Games are not only the world’s biggest media event but now also the world’s largest hypermedia (online, mobile, and social media) event, too. This presents a ripe context for the proliferation of new communication technologies and creative practices, a phenomenon that has yet to receive systematic scholarly treatment. By tracing the contours of one ray from the Olympic hypermedia spectrum, the #NBCFail movement during the Sochi 2014 Winter Olympics, this article argues that the evolution and proliferation of the media and the voices telling the Olympic story has resulted in an extension and renegotiation of the Olympic narrative through various acts of global communicative creativity. Studying these acts not only allows us to better understand the Olympic movement as an emergent hypermedia event but also to (re)theorize creativity in an era of ubiquitous digital communication.

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“…The 2012 London Olympics was viewed by a record number of people across the globe and represented a vast development to online and mobile environments (Tang &Cooper 2013). The various forms of media coverage 'put the Olympics in the reach of 4.8 billion people' (Billings &Hardin 2013, p.847).…”

Section: Introductionmentioning

confidence: 99%

‘Don’t you feel bad watching the Olympics, watching us?’ A qualitative analysis of London 2012 Olympics influence on family sports participation and physical activity

Darko

Mackintosh

2015

Qualitative Research in Sport, Exercise and Health

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This paper examines the use of video diaries (VDs) and their value as supplementary methods in qualitative research examining the influence of the London 2012 Olympics, from the perspectives of five families in the East Midlands of England.The aims of the project were to assess their reaction to the Games, the influence it had on family attitudes, opinions and perceptions towards sports participation and physical activity (PA). We present qualitative interview data from pre and post Games interviews and VD data to gather micro realities of the influence of the Games. We draw on Erving Goffman's (1959) dramaturgical perspective to explore the perspectives of families regarding the impact of the Olympics on their everyday lives. It has yielded the following themes: access, motivation, inspiration, apathy and reflection on methodological use of VDs .The benefits and challenges of VD use alongside Goffman's framework are discussed in the context of assessing the impact of the Games on these families. Our evidence suggests that these methods are an invaluable tool for accessing the families' immediate responses to megaevents during the period in which they are hosted. However, the feasibility and complexities of utilising VDs are presented, as we consider whether these methods assist researchers to examine the uptake of sports participation, or simply encourage the researchers to become voyeurs watching the participants, watch the Olympics. The implications for using these methods as part of qualitative methods for analysis of the sports participation legacy and the impact of future mega events are discussed.

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Olympics Everywhere: Predictors of Multiplatform Media Uses During the 2012 London Olympics

Cited by 31 publications

References 26 publications

The Most Social Games

The Most Social Games

New Media, Creativity, and the Olympics

‘Don’t you feel bad watching the Olympics, watching us?’ A qualitative analysis of London 2012 Olympics influence on family sports participation and physical activity

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