The Games Through the NBC Lens: Gender, Ethnic, and National Equity in the 2006 Torino Winter Olympics

• Published in: Journal of broadcasting & electronic media Vol. 52; no. 2; pp. 215 - 230
• Main Authors: Billings, Andrew C., Brown, Chelsea L., Crout, James H., McKenna, Kristen E., Rice, Bethany A., Timanus, Mary Elise, Ziegler, Jonathan
• Format: Journal Article
• Language: English
• Published: Philadelphia Taylor & Francis Group 01-06-2008; Broadcast Education Association; Routledge, Taylor & Francis Group
• Subjects: 2006 AD; Athletes; Demographic aspects; Discrimination; Ethnicity; Gender differences; National broadcasting company; Olympic games; Olympic games-2006; Prime time; Services; Sex differences; Television; Television broadcasting; Television broadcasting industry; Television networks; United States
• ISSN: 0883-8151; 1550-6878
• DOI: 10.1080/08838150801992003

Analysis of NBC's 2006 Torino Winter Olympic prime-time telecast revealed differential depictions of athletes based on gender, ethnicity, and nationality. Men athletes received most (60%) of the clock-time, constituted the majority (60%) of the top-20 most-mentioned athletes, and received markedly different ascriptions for their successes and failures. Additionally, White athletes received four-fifths of all athlete mentions and constituted 85% of the top-20 most mentioned athletes. Non-American athletes were more likely to be depicted as succeeding because of athletic skill or strength while American athletes were more likely to be depicted as having superior concentration and composure.