Understanding Chinese Consumers' Media Behaviors During Tokyo 2020: An Exploration of Media Consumption Among Different Generations

Li, B; Scott, OKM; Wang, JJ; Xiao, L

Understanding Chinese Consumers' Media Behaviors During Tokyo 2020: An Exploration of Media Consumption Among Different Generations

Li, B Scott, OKM Wang, JJ Xiao, L

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Publisher:: Human Kinetics
Publication Type:: Journal Article
Citation:: International Journal of Sport Communication, 2023, 16, (2), pp. 215-227
Issue Date:: 2023-06-01

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Field	Value	Language
dc.contributor.author	Li, B
dc.contributor.author	Scott, OKM
dc.contributor.author	Wang, JJ
dc.contributor.author	Xiao, L https://orcid.org/0000-0002-5457-6617
dc.date.accessioned	2024-05-30T22:43:09Z
dc.date.available	2024-05-30T22:43:09Z
dc.date.issued	2023-06-01
dc.identifier.citation	International Journal of Sport Communication, 2023, 16, (2), pp. 215-227
dc.identifier.issn	1936-3915
dc.identifier.issn	1936-3907
dc.identifier.uri	http://hdl.handle.net/10453/179361
dc.description.abstract	With the development and advancement of new technology and the increasing penetration of digital media, traditional media outlets such as TV, radio, and newspapers are not the only platforms for sports audiences to watch major events such as the Olympic Games. In this study, we explored how Chinese Olympic audiences embraced different media platforms to consume the 2020 Tokyo Olympic Games. Through a survey of 383 Chinese participants, results revealed that social media, TV, and digital media were the most popular platforms on which to watch the 2020 Olympic Games. There were generational differences in media behaviors, motivations, and preferences between Generations X, Y, and Z. In addition, findings revealed that traditionally popular sports in China, such as badminton and table tennis, were still the most popular across different generations. Theoretical and practical implications for Chinese viewers are provided.
dc.language	en
dc.publisher	Human Kinetics
dc.relation.ispartof	International Journal of Sport Communication
dc.relation.isbasedon	10.1123/ijsc.2023-0011
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1504 Commercial Services, 1505 Marketing, 2001 Communication and Media Studies
dc.subject.classification	3504 Commercial services
dc.subject.classification	3506 Marketing
dc.subject.classification	4701 Communication and media studies
dc.title	Understanding Chinese Consumers' Media Behaviors During Tokyo 2020: An Exploration of Media Consumption Among Different Generations
dc.type	Journal Article
utslib.citation.volume	16
utslib.for	1504 Commercial Services
utslib.for	1505 Marketing
utslib.for	2001 Communication and Media Studies
pubs.organisational-group	University of Technology Sydney
pubs.organisational-group	University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	University of Technology Sydney/Faculty of Arts and Social Sciences/School of Communication
utslib.copyright.status	closed_access	*
dc.date.updated	2024-05-30T22:43:06Z
pubs.issue	2
pubs.publication-status	Published
pubs.volume	16
utslib.citation.issue	2

Abstract:

With the development and advancement of new technology and the increasing penetration of digital media, traditional media outlets such as TV, radio, and newspapers are not the only platforms for sports audiences to watch major events such as the Olympic Games. In this study, we explored how Chinese Olympic audiences embraced different media platforms to consume the 2020 Tokyo Olympic Games. Through a survey of 383 Chinese participants, results revealed that social media, TV, and digital media were the most popular platforms on which to watch the 2020 Olympic Games. There were generational differences in media behaviors, motivations, and preferences between Generations X, Y, and Z. In addition, findings revealed that traditionally popular sports in China, such as badminton and table tennis, were still the most popular across different generations. Theoretical and practical implications for Chinese viewers are provided.

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http://hdl.handle.net/10453/179361