ABSTRACT
This chapter focuses on the mediatization processes of the Winter Olympics by considering first, the historical development in "making" the Games through the integration and evolution of television production techniques and second, by following the trends of representing the Winter Olympics in broadcast productions. Through these major themes, it discusses the intertwined impact of the social processes of commercialization, globalization, urbanization, and mediatization on the Games. The framework of mediatization illustrates how the media have become inter-twined with and influence social institutions such as sport. Continually evolving through contradictory circumstances, incidents, and needs, mediatization intertwines the history of television broadcasting and the development of the Winter Olympic Games. The era of digitalization is characterized by the invention of social media through which individual users are free to post information on the World Wide Web. The digital technology has been deeper integrated within everyday lives to further enhance the individualized spectator experience.
