Olympic Media: Inside the Biggest Show on Television

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Taylor & Francis, Jan 24, 2008 - Social Science - 186 pages
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Located in the United States, NBC (National Broadcasting Company) is the biggest and most powerful Olympic network in the world, having won the rights to televise both the Summer and the Winter Olympic Games. By way of attracting more viewers of both sexes and all ages and ethnicities than any other sporting event, and through the production of breathtaking spectacles and absorbing stories, NBC’s Olympic telecasts have huge power and potential to shape viewer perceptions.

Billings’s unique text examines the production, content, and potential effects of NBC’s Olympic telecasts. Interviews with key NBC Olympic producers and sportscasters (including NBC Universal Sports and Olympics President Dick Ebersol and primetime anchor Bob Costas) outline the inner workings of the NBC Olympic machine; content analyses from ten years of Olympic telecasts (1996-2006) examine the portrayal of nationality, gender, and ethnicity within NBC’s telecast; and survey analyses interrogate the extent to which NBC’s storytelling process affects viewer beliefs about identity issues. This mixed-method approach offers valuable insights into what Billings portrays as "the biggest show on television".

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About the author (2008)

Andrew C. Billings (PhD, Indiana University) is Professor of Communication Studies and Director of the Pearce Center for Professional Communication at Clemson University. He has published six books and more than 40 journal articles and book chapters related to the intersecting roles of sport, media, and the negotiation of meaning in society. He has taught three different undergraduate courses in communication and sport, consulted and worked with constituencies such as NBC Sports, FOX Sports, and the Ladies Professional Golf Association, and led initiatives on communication and sport scholarship, including chairing the 2010 Broadcast Education Association Research Symposium: Sports Media: Transformation, Integration, Consumption.

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