This work deals with the Olympic Channel's digital strategy in the context of the historical relationship between the media and the Olympic Games. Olympic Channel is a channel with a holistic vision, from the point of view of its integral modalities of diffusion and dissemination and from the perspective of alliances for its launch at the global and local level. It constitutes the culmination of various attempts to create a channel with the same characteristics since the second half of the 90s. The current individualistic mass media reward communicative ubiquity, the constant presence in different media: linear television, television platforms of payment, YouTube or social networks. Repetition, insistence, constitute the basis for conditioning the agenda setting, proposing the issues that are on people's minds, or about which the public is talking, and dominating the economy of attention.
|Number of pages||13|
|Journal||Journal of Human Sport and Exercise|
|Publication status||Published - 14 Feb 2021|