Comparing Olympic coverage of Sydney 2000 and Beijing 2008: A preliminary cross-cultural analysis of two national dailies

This preliminary analysis compares the Australian's reporting of the 2000 Sydney Olympics with reporting by the People's Daily of the Beijing Olympics, to be hosted in 2008, as part of a wider study of media perceptions and journalistic practices in Australia and China. Because Australia and China are two very different countries, the Australian exhibits classical western news features whilst the People's Daily draws upon different political and collectivist traditions including loyalty to the Party. This study presents comparative findings based upon the lead up period to each Olympic event. For sampling purposes, it uses relevant articles in the Australian of January 1998 and compares these with articles in the People's Daily of China of January 2006. Similarities and differences underpinning reportage in each of the national dailies are then identified and discusssed using a combination of quantative research methods (content analysis) and qualitative approaches (framing theory).