Framing Olympic Legacies in Different Media Systems: Comparative Analysis of the 2018 PyeongChang and 2022 Beijing Winter Games

Drawing on media system literature, this study explored the media framing of Olympic legacy by Korean and Chinese news outlets during the bidding and event preparation phases of the 2018 PyeongChang Winter Olympics and the 2022 Beijing Winter Olympics. A comparative case study design was employed, and 256 newspaper articles from the Korean and Chinese news outlets were analyzed using content analysis. All news outlets framed value-neutral legacy types (cultural, human capital, sport, and social legacy) positively. However, while Korean news outlets used mixed tones for value-laden legacy types (economic, environmental, urban, and the context-specific peace legacy), Chinese news outlets consistently framed all value-laden legacy types positively, including crisis management legacy. This study provides theoretical insights into how media systems influence Olympic legacies framing across nations and offers practical implications for future mega-sport event hosts and relevant stakeholders in obtaining public support through media.