The Olympic Games and the Media: Communication Strategies
Explore the intricate relationship between the Olympic Games and media, from historical context to modern communication strategies.
Explore the intricate relationship between the Olympic Games and media, from historical context to modern communication strategies.
This course provides a comprehensive overview of the relationship between the Olympic Games and media. It covers the historical and cultural context of the Olympics, the evolution of media coverage, television production and programming strategies, the role of new media and social networks, and the management of TV rights and sponsorships. Students will gain insights into the communication techniques used in creating the world's most important sporting event, including the essentials of television production, social media strategies, and the preservation of Olympic culture. The course also touches on the broader implications of these strategies for other fields beyond sports.
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What you'll learn
Understand the cultural and historical context of the Olympic Games
Trace the evolution of media coverage of the Olympics from print to digital era
Learn about television production and programming strategies for the Olympic Games
Explore the role of social media and digital platforms in Olympic communication
Understand the management of Olympic TV rights and sponsorship programs
Analyze how Olympic media strategies can be applied to other fields
Skills you'll gain
This course includes:
6 Hours PreRecorded video
5 quizzes
Access on Mobile, Tablet, Desktop
FullTime access
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There are 6 modules in this course
This course offers a comprehensive exploration of the relationship between the Olympic Games and media. It begins with an introduction to the cultural context and history of the Olympics, setting the stage for understanding its modern media presence. Students will then delve into the evolution of media coverage of the Games, from early print media to the age of global television broadcasts. The course covers key aspects of Olympic media operations, including television production techniques, programming strategies, and the creation of Olympic heroes through storytelling. A significant portion of the course is dedicated to new media, exploring how social networks and digital platforms are changing Olympic communication. The final sections of the course focus on the business side of Olympic media, covering sponsorship strategies and the management of TV rights. Throughout, students will gain insights into how the Olympics serve as a reflection of advanced societies and how many of the communication strategies used in the Games can be applied to other fields.
Before we start... / Antes de empezar...
Module 1 · 1 Hours to complete
W1. INTRODUCTION TO MEDIA AND THE CULTURE OF THE OLYMPICS
Module 2 · 1 Hours to complete
W2. THE OLYMPIC GAMES AND THE MEDIA
Module 3 · 2 Hours to complete
W3. THE MEDIA DURING THE GAMES
Module 4 · 2 Hours to complete
W4. OLYMPIC NEW MEDIA: actors, management and contents
Module 5 · 1 Hours to complete
W5. SPONSORSHIP AND TV RIGHTS MANAGEMENT
Module 6 · 1 Hours to complete
Fee Structure
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Instructor
Professor Titular
Emilio Fernández Peña is the Director of the Olympic Studies Centre at the Autonomous University of Barcelona (CEO-UAB) and a Professor Titular of Audiovisual Communication. He holds a PhD with Outstanding Award from the University of the Basque Country (2001). Emilio has led the first research project on Social Networks and the Olympics, commissioned by the International Olympic Committee (IOC), and has served as a consultant on television production and media history for the new Olympic Museum 2020 and the IOC in Switzerland. He is the head of the 'Module on Media and Commercialisation' for the Master of Arts on Olympic Studies, a program involving four European universities. Dr. Fernández is the author or editor of over 45 academic publications on topics including media and the Olympics, sport and TV rights, pay television history, management, regulation, and marketing. He is also the author of the book Juegos Olímpicos, Televisión y Redes Sociales and has been an invited lecturer at universities in the USA, China, Qatar, Brazil, Greece, Italy, and Russia.
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