This study explored gender differences within the Australian primetime broadcast of the 2016 Rio Summer Olympic Games. Forty-five broadcast hours from the Seven Network were examined regarding clock-time, name mentions, and descriptions divided by biological sex, finding that the Seven Network devoted nearly equal clock-time to male and female athletes, yet 14 of the top 20 most mentioned athletes (70%) were men. In terms of word-by-word descriptors, gender differences were also uncovered on many levels relating to attributions of athletic success, failure, personality, and physicality. The findings of this study suggest that—at least within an Australian sports context—gender portrayals ranged from relative equality to significant differences depending on the metric employed. Theoretical and practical implications are provided.

This study explored how potential national biases unfolded within the Australian broadcast of the 2016 Rio Summer Olympics. Applying social identity theory and self-categorization theory, this study content analyzed a total of 45 prime time broadcast hours of Australia’s Seven Network’s coverage of the Rio Games. Although the majority of top 20 most-mentioned athletes were Australian, non-Australian athletes were mentioned more frequently regarding total name mentions. Moreover, Australian athletes and non-Australian athletes were described in significantly different manners when ascribing reasons for athletic success and failure. This study contributed to the literature by uncovering how in-group members were portrayed in the Australian sports context while also providing insight into how consumers’ media consumption could potentially affect how the network broadcast the Olympics from a nationally partisan perspective.

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A national sample of 393 NFL (National Football League [professional]) fans were surveyed about their use of ancillary devices when consuming NFL media products. Results indicate that male, younger, and highly educated participants were more likely to use second-screen options. Such second-screen activities were just as likely to be used for distraction (multitasking other content not related to the NFL) as for enhancement (bolstering NFL consumption with other NFL-related content). Moreover, the more participants used second screens for multitasking and distracting purposes, the more they felt that second-screening helped build, interact, and maintain vast social networks; advanced social interactions among their social groups for a shared purpose; and made them feel psychologically present among other people. Fantasy-sport participation was also found to be a relevant predictor of second-screen use.

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This study of 409 sports fans from the United States and China contrasts uses sought and gratifications obtained within four different social media platforms: Facebook and Twitter (in the United States) and WeChat and Weibo (in China). Results indicated that each of the platforms function in starkly contrasting manners. In the United States, Facebook scored higher than Twitter on every motivational measure; in China, WeChat was found to be better at fostering camaraderie, entertainment, habitual use, and maintaining relationships, while Weibo was found to be better for arousal. Moreover, Chinese respondents reported higher gratifications obtained than American respondent on all 12 factors. Implications are offered for uses and gratifications research as well as sports media scholarship.

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This study explores if and how perceived Esports streamer credibility influences the audience’s attitude toward the brand endorsed by the streamer. Results from a survey conducted with US adults ( N = 277) show the significant and positive relationship between streamer credibility and brand attitude while identifying parasocial relationships and streamer loyalty as two factors mediating the impact of streamer credibility on brand attitude. Structural equation modeling analysis is used to reveal how perceived expertise and trustworthiness of an Esports streamer affect viewer attitudes toward the promoted brands, with theoretical and practical implications outlined.