The effect of hosting the Olympics on national image: An analysis of US newspaper coverage of host countries with reputation problems

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Yao, Jiajun
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Lulu Rodriguez
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Greenlee School of Journalism and Communication
The Greenlee School of Journalism and Communication offers two majors: Advertising (instructing students in applied communication for work in business or industry), and Journalism and Mass Communication (instructing students in various aspects of news and information organizing, writing, editing, and presentation on various topics and in various platforms). The Department of Agricultural Journalism was formed in 1905 in the Division of Agriculture. In 1925 its name was changed to the Department of Technical Journalism. In 1969 its name changed to the Department of Journalism and Mass Communications; from 1969 to 1989 the department was directed by all four colleges, and in 1989 was placed under the direction of the College of Sciences and Humanities (later College of Liberal Arts and Sciences). In 1998 its name was changed to the Greenlee School of Journalism and Communication.
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Greenlee School of Journalism and Communication

Does hosting the Olympic games boost the image of a country from a problematic to a more positive one? This study examines how three American newspapers covered four Olympics host countries whose reputations, based on historical records, have come into question. Newspaper articles published before and after the games were analyzed in terms of visibility, valence and the overarching framework of news stories. The findings suggest that the host countries received less attention from the US press after the games. The results also showed a decline in the negative coverage of the four host countries after the games, accompanied by a rise in stories with a more positive slant. The politics frame dominated the coverage across the four Olympiad before and after the games. The findings suggest that the Olympics can indeed be harnessed as a tool with which to repair a host country’s image in the world community.

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Fri Jan 01 00:00:00 UTC 2010