To measure relationships between Olympic media viewing and nation-based attitudes, 6 nations (Australia, Bulgaria, China, the Netherlands, Slovenia, and the United States) were surveyed in the 5 days immediately after the 2012 London Olympics. A total of 1,025 respondents answered questions pertaining to four measures of nationalism: patriotism, nationalism, internationalism, and smugness. The amount of Olympic viewing resulted in significantly higher scores for patriotism, nationalism, and smugness, but not internationalism. In addition, differences by nation are reported, revealing considerable differences in nationalism measures among the 6 nations studied; for instance, the United States was the lowest of the 6 nations regarding internationalism yet highest of the 6 nations regarding smugness. Conclusions related to theory and the role of Olympic media content are offered.,
ERMeCC - Erasmus Research Centre for Media, Communication and Culture
Mass Communication and Society
Department of Media and Communication

Billings, A., Brown, N., Brown, K., Guoqing, Z., Leeman, M., Ličen, S., … Rowe, D. (2013). From Pride to Smugness and the Nationalism Between: Olympic Media Consumption Effects on Nationalism Across the Globe. Mass Communication and Society, 16(6), 910–932. doi:10.1080/15205436.2013.822519