Gatekeeping the 2012 Olympic Games

Abstract

Due to rising consumer interactions with televised events through social media, NBC proclaimed that the 2012 Olympics would be the “social Games.” The economically motivated gatekeeping decisions made by the network, however, generated a social media backlash as viewers demanded to see the Games broadcast live. This case study presents a content analysis of all news items posted online regarding NBC’s 2012 Olympic coverage during the three-week period surrounding the Games. Findings illustrate the growing tension between mass media producers, who seek to maximize economic returns, and audiences, who increasingly expect transparency and participation in the digital age.