Media coverage and organizational publicity of the youth olympic games
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Through the content analytic method, this chapter examines the external and internal media coverage devoted to the two inaugural Youth Olympic Games (YOG) events in 2010 and 2012. The conceptualized dimensions of media salience in agenda setting research was employed in the study, as mainstream external media (newspaper) and internal new media outlets were examined to determine the amount and type of coverage devoted to the YOG. There have been numerous studies of the media coverage of the Olympics, the chapter presents the first examination of the media and social media coverage of the YOG. The mass media coverage included all articles published as provided through a Youth Olympic Games key word search on Lexis Nexis. The social media coverage included all posts on the official YOG Facebook page and all the tweets posted on the official YOG Twitter account. This has the potential to impact several global sport stakeholders including sport participants, sport governing bodies, and the Olympic Games.
The Youth Olympic Games