THE INFLUENCE OF MULTIMODAL COMMUNICATION ON PUBLIC OPINION DURING OLYMPIC GAMES

Abstract The Olympic Games being one of the most-watched and followed sporting events in the world have over time captured the multidimensional aspect of a media phenomenon in which multimodal communication takes prime importance in shaping the opinion of the masses. As television broadcasts merge with digital, social and interactive media, we are seeing a more and more complex way of audiences interacting with Olympic narratives. This literature explores the role of multimodal communication, which comprises the image, audio commentary, textual context, and conversations through social media in controlling the mood of the population at the Olympic Games. This study aims to understand the dual effect of layered communication strategies based on the content analysis of the media broadcasting and communication on social media ground and quantified surveyed responses given by Olympic viewers as a mixed-method research design study. The results demonstrate that the multimodal components of the dramatic visual flow, emotional comments, symbolic visual symbolism (e.g., national flags, reaction of athletes), real-time social media feedback play an essential role in how the audience interprets it. The elements do not only increase the entertainment value but also shape the way that the general population make judgments when confronted by a controversial event, add to the level of nationalistic feelings, and shape the debate in the topics of fairness, identity and inclusion. Examples of case studies of the recent Olympics such as an advocate of mental health and a symbolic protest by athletes like Simone Biles also illustrate how multimodal narratives can create a broad-scale discussion and inspire support and controversy in the same way.