Media effect on resident attitudes toward an Olympic bid

• Published in: Tourism management perspectives 2019-01, Vol.29, p.66-75
• Main Authors: Lu, Qiulin, Mihalik, Brian J., Heere, Bob, Meng, Fang, Fairchild, Amanda
• Format: Article
• Language: English
• Subjects: Agenda setting theory; Experimental design; Media effect; Olympic games; Resident attitudes
• ISSN: 2211-9736; 2211-9744
• DOI: 10.1016/j.tmp.2018.10.009

News media helps individuals think about the impacts of hosting the Olympic Games, enabling them to clarify or construct their own opinions toward an Olympic bid. This study aims to unveil the rationale underlying such media influence with the help of agenda setting theory. An experimental study was conducted in both China with 505 respondents and the US with 449 respondents in which media content was manipulated and framed as either positive or negative. The result confirmed the causal relationship between media content and resident attitude change. Although the moderating role of nation on media effect was not supported, it was found that the more initial interest the individual had in the Olympic Games, the more evident the media effect was. •The news media predicting resident attitudes toward an Olympic bid was examined.•Experimental design supported the media effect in China and the US.•The more interest in the Games, the more likely the attitude was affected by media.•Special media strategy was suggested for Olympic organizing committees.