Abstract
Past studies have shown how international events such as the Olympic broadcast tend to favor athletes from a home nation in terms of both the amount of time devoted and the descriptions ascribed to home-nation athletes. This study highlights the ramifications of this focus on nationalism within the 2012 London Olympic telecast. A survey of 342 respondents at three different points in time (immediately before the Olympics, immediately after, and one month after) was conducted to determine the relationship between Olympic media exposure and nationalistic attitudes. Results showed that heavy viewers of the Olympics displayed significantly higher levels of nationalism, patriotism, internationalism and smugness than light viewers of Olympic media. Moreover, regarding differences between measurements before and after the Olympics, only smugness increased over time. Theoretical extrapolations of cultivation effects are offered, as are directions for future research.
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