Abstract
This study was to examine the change of winter sports' image through the broadcast of the Nagano Olympic Winter Games. Before and after the Games, SD-typed investigations were conducted and extracted 5 stable factors for the perception of winter sports. They were interpreted as Dynamism, Beauties, Affinity, Freedom, and Complexity. Most winter sports' impressions tended to be polarized about Dynamism and Beauties after the Games, and Affinity was increased. Further analysis found that there were two types of sports. One is suited for edited broadcasting (eg. figure skating) and the other is suited only for real time or recorded broadcasting (eg. ice hockey)
