Multiscreen and Second Screen Vision by Chinese Viewers during the Beijing 2022 Olympic Games

Abstract

The Olympic Games are widely perceived as one of the most significant media events in the world. While the Winter Olympics are generally less influential than the Summer Olympics, they still attract considerable global media attention. Beijing 2022 Winter Olympic Games achieved good ratings on TV viewing and set new records for digital media engagement. Conducting a three-wave study, this research examines the factors that predict the multi-screening viewing and second-screening viewing preferences of Chinese audiences during Beijing 2022. It also explores how the use of multi-screening and second-screening might facilitate new ways of viewing the Olympic Games and fan interaction for the Chinese audience. Additionally, this study examines how Chinese netizens discussed the opening ceremony of the Beijing 2022 Winter Olympic Games on online platforms. The result indicates that various audience and media factors, such as entertainment motivation, self-esteem, team identification, winter sports fandom, and device efficacy, are predictors of audiences' multi-screen and second-screen viewing of sports mega-events. Mobile devices and digital media platforms do not displace more traditional modes of viewing the Olympics; instead, these new media play a complementary role, as part of a new broad array of ways to experience the event. The finding also suggests that while nationalism still dominates Chinese netizens' discussions about the Beijing 2022 opening ceremony, Chinese audiences' views on the Olympics also reflect a strong neoliberal influence.

Date of Award	12 Jul 2024
Original language	English
Supervisor	Emilio Fernandez Peña (Director)