1. Open Access Kent State
  2. Olympics During the Pandemic: Predictors of Olympics Viewing Across Platforms During the Tokyo Games
Author(s)
Abstract

This research empirically tested the Dynamic Model of Exposure by examining users’ multiplatform exposure during the Tokyo Olympic Games. Findings supported the model, suggesting that Olympics viewing was a dynamic process involving individual preferences and structures. Various preferences and structures combined to explain 37.7% of the variance in viewing the Olympics on television and 48.7% of Olympics viewing via digital streaming. Overall, endogenous preferences provided the largest predictive value, suggesting that pre-Olympic media routines had the most powerful influence on viewing this mega-event on both television and via digital streaming. Variables related to the COVID-19 pandemic showed no significant impact on those who watched the Tokyo Games.
Format
Article
Identifier(s)
10.1177/21674795211073811
Publication Date
2022-03-07
Publication Title
Communication & Sport
Publisher
SAGE Publications
Subject
Rights
http://rightsstatements.org/vocab/InC/1.0/
Community
College of Communication and Information
Permalink https://oaks.kent.edu/article/olympics-during-pandemic-predictors-olympics-viewing-across-platforms-during-tokyo-games
Tang, T., & Cooper, R. (2022). Olympics During the Pandemic: Predictors of Olympics Viewing Across Platforms During the Tokyo Games (1–). Communication & Sport. https://doi.org/10.1177/21674795211073811
Tang, Tang, and Roger Cooper. 2022. “Olympics During the Pandemic: Predictors of Olympics Viewing Across Platforms During the Tokyo Games”. Communication & Sport. https://doi.org/10.1177/21674795211073811.
Tang, Tang, and Roger Cooper. Olympics During the Pandemic: Predictors of Olympics Viewing Across Platforms During the Tokyo Games. Communication & Sport, 7 Mar. 2022, https://doi.org/10.1177/21674795211073811.