A Smarter and Greener Olympics: Mediatization and Public Reception in the Preparation Stage of the Beijing 2022 Winter Olympics

Abstract

In the post-COVID-19 era, the mediatization of sports mega-events is timely and notable. This study focuses on the 2022 Olympic Winter Games in Beijing and investigates how mediated processes influenced the Olympics. The data were gathered in two ways: we examined 783 WeChat posts from three salient Chinese media institutions, namely, the Beijing 2022 Winter Olympics Organising Committee (BOCOG), China Central Television (CCTV), and Beijing Television (BTV), as well as conducted 21 semi-structured interviews with BOCOG staff and members of the general public. We discovered that the Games were narrated around two major themes—the development of technology and “going green”—both of which were heavily influenced by the country’s national agenda. As a result, the Chinese public was thoroughly immersed in the tech-savvy Olympics scenario, and the Green Olympics concept was widely shared in their daily practices. This study adds to the literature by incorporating communicative figuration as an analytical framework to improve the quantitative and qualitative dimensions of media saturation theory. Additionally, this research sheds light on the study of sports mediatization in China in the context of a pandemic.