Tenth International Conference on Sport & Society

Abstract

The intersection of sport with cultural and national identities takes center stage during the opening ceremonies of each Olympic Games. Host countries use this Olympic platform to communicate messages intended to influence society’s perception of their culture and shape a positive national image. This study compares and analyzes the effectiveness of communication strategies and techniques implemented for the opening ceremonies of Olympic Winter Games held in Sochi, Russia, in 2014, and in PyeongChang, South Korea, in 2018. Theoretical foundations of ritual communication and message framing provide a basis for this research. Content analysis examining the multimedia ceremonies and subsequent international media coverage provides insights on how the impact of this international sporting event extends beyond the competitive arena. Issues such as Russia’s controversial involvement in Crimea and its anti-gay laws along with the complexity of South Korea’s thawing relations with North Korea factor into the opening ceremonies of the respective Olympic Games. By focusing on the Winter Games in Sochi and PyeongChang, this paper adds to the body of existing studies on opening ceremonies, which typically view Olympic Summer Games. Though the Winter Games are smaller in scale, involving fewer countries and fewer athletes competing in fewer sports, they are, nevertheless, used by organizers as communication platforms. Examining the Sochi and PyeongChang opening ceremonies in context with the political and social dynamics of the time contributes to understanding the multifaceted role of sport and global sporting events in society.