Protesting Sport : A Comparative Study of Media Representations of the London Olympics, Sochi Olympics and Brazil World Cup in AJE, BBCW and RT

Abstract: Global sport competitions such as the Olympics and the World Cup were founded following universal principles of unity and peace and aiming to be celebrations of sportsmanship. Nowadays, however, they go beyond sport, being constructed as global media events in which both politics and media play an essential role. Caught in this triangle, the Olympics and the World Cup have re-emerged in the past years as sites of protests, after decades of relative calmness in this sense. This represents the point of entry into the analysis of global broadcasters, giving the chance to examine the way in which Al Jazeera English, BBC World News and Russia Today represent the protests they put in relation to sport competitions happening in different parts of the world. The chosen case studies are the London Olympics 2012, Sochi Olympics 2014 and Brazil World Cup 2014. The comparative analysis allows the drawing of similarities and differences between both the case studies and the broadcasters overall. The findings show that protests are dealt with differently according to the sport event they are related to, since some of them are legitimized and others are not. A major distinction, therefore, results in the manner in which the broadcasters use the protests in order to depict a certain version of the world. Global broadcasters offer, thus, multiple perspectives on the world as they carry what appears to be a heavy cultural baggage of the societies of origin.