Individual Perspective: Research on Media Consumption of Beijing Winter Olympics
Based on the individual perspective and using the use and satisfaction theory, a questionnaire survey was conducted to analyze the media consumption behaviors and motives of Chinese audiences for the 2022 Beijing Winter Olympics. The results show that:(1) aesthetic motivation is the main motivation for domestic audiences to consume media sports, and new media technology has become the available source of use and satisfaction;(2) audiences are their own "media managers" in the media consumption of the Winter Olympics, which highlights audience's initiative of choices and the combinability and diversity of media consumption modes;(3) Media technology, fans' identity, and attitude towards news coverage greatly influence Winter Olympics media consumption, and Olympic fans are independent of sports fans;(4) The media consumption behaviors of the audience in the Beijing Winter Olympics dif-fer greatly from those in the Pyeongchang Winter Olympics, but television remains the most widely used media. The findings of this study are not only instructive for understanding the audiences of major sports events, but also suggest on a practical level that the IOC and its related organizations should pay attention to the autonomous behavior of audiences in media consumption, develop differentiated marketing and content development strategies based on the segmentation of different fan identities, and continue to pay attention to the influence of television.
Beijing Winter Olympicsmedia consumptionuse and satisfactionaudiencemotive
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