(Re)Calling London: The Gender Frame Agenda within NBC's Primetime Broadcast of the 2012 Olympiad. (March 2014)

• Record Type: Journal Article
• Authors: Billings, Andrew C.; Angelini, James R.; MacArthur, Paul J.; Bissell, Kimberly; Smith, Lauren R.
• Is Part Of: Journalism & mass communication quarterly. Volume 91:Number 1(2014:Mar.)
• Page Start: 38
• Page End: 58
• Publication Date: 2014-03
• Subjects: framing -- communication theory -- broadcast -- content analysis -- television -- gender; Journalism -- Periodicals; Mass media -- Periodicals; Communication -- Periodicals; Journalism -- United States -- Periodicals; Journalism -- Bibliography -- Periodicals; 070
• DOI: 10.1177/1077699013514416
• Languages: English
• ISSNs: 1077-6990

Abstract

All sixty-nine hours of National Broadcasting Company's (NBC) 2012 primetime Summer Olympic telecast were analyzed, revealing significant gender trends. For the first time in any scholarly study of NBC's coverage of the games, women athletes received the majority of the clock-time and on-air mentions. However, dialogues surrounding the attributions of success and failure of athletes, as well as depictions of physicality and personality, contained some divergences by gender.