Bo Li
Olan Scott
Stirling Sharpe
Sarah Stokowski
and Qian Zhong

Media coverage of the Winter Olympic Games provides an invaluable opportunity for athletes to promote themselves to a global audience that otherwise would not be reached through regular calendar events. An important element of athlete promotion occurs during press conferences when athletes speak to global media after winning a medal. The purpose of this study was to investigate how Olympic medalists presented themselves in front of the media aft er achieving Olympic success. A thematic analysis was conducted using press conference transcripts from 307 Olympic medalists during the 2018...Read more