Athletic Insiders or Nowhere Men? NBC's Primetime Television Coverage of Male Figure Skaters at the 2018 Olympic Games

Previous studies of NBC's primetime Olympic commentary have revealed differences in how the network describes male figure skaters as compared to the composite of other male Olympians. To determine if NBC presented male Olympic figure skaters differently than the composite of other male Olympians during its 2018 primetime Winter Olympic broadcast, all 63.5 hours of NBC's primetime broadcast television coverage of the PyeongChang Games were examined using a taxonomy that categorized NBC's commentary about Olympic athletes into macro categories of success/failure, and personality/physicality. This study revealed 10 significantly-different mediated dialogue trends between male figure skaters and the aggregate of other male Winter Olympians. Male figure skaters were more likely to receive success comments related to strength, composure, and commitment, and failure comments related to a lack of concentration, strength, and composure. They were also more likely to receive comments related to being outgoing/extroverted. Other male Olympians were more likely to receive success comments related to intelligence and were more likely to receive comments about their size/body parts and comments in the "other/neutral" category. The findings are analyzed in the context of the PyeongChang broadcast and longitudinal research.