“Our City Will Be the First to Hold Both Summer and Winter Olympics”: A comparative analysis of how media coverage and public opinion were framed on social media in the lead up to the Beijing 2022 winter Olympic games

INTRODUCTION: Beijing is the first city to host both the Summer and Winter Olympic Games. Mega sporting events such as the Olympic Games, which attract mass audiences, benefit greatly from social media. This article examines how the news coverage and public opinion about the Beijing 2022 were articulated on social media in the lead up to the Beijing 2022. METHOD: We employed computational content analysis to examine 9,439 individual posts and 450 official media posts that appeared before the Beijing 2022 Olympics. We also used ROSTCM6 to investigate the sentiment of official media and public opinion toward Beijing 2022. RESULTS: The results of this study reveal that members of public are more inclined to highlight certain aspects of Beijing 2022 based on their individual perspectives. Official media, whose work generally aligns with the government’s interests. Through a sentiment analysis of these posts, we found strongly positive attitudes concerning Beijing 2022 among the Chinese public and the media. DISCUSSION: Our results provide ample evidence of an overall relative convergence of positions between public opinion and news coverage about the Beijing 2022, despite their divergences. This study indicates that social media presents itself as a space for broader public statements, and empowers ordinary people to discuss China’s social issues of concern. Meanwhile, official media represents the government’s position, strategically framing Beijing 2022 as a landmark event in the new era of China.