Social media discourse on national identity surrounding Chinese naturalized athletes in the Beijing 2022 Winter Olympics

Abstract Purpose Naturalizing athletes has been a contentious issue in China, raising concerns among Chinese netizens about nationalism and cultural identity. This study examines public discourse and naturalized athletes’ experiences during the Beijing 2022 Winter Olympics to advance our understanding of the complex interplay between sports, national identity, and social media. Design/methodology/approach A textual analysis is conducted using three samples consisting of social media discussions on Weibo, WeChat, Douyin, YouTube, and X about Chinese naturalized athletes during the Beijing 2022 Winter Olympics, media coverage, and athletes’ social media posts and media interviews online. Findings Online conversations from the public, the media, and the athletes primarily revolved around national representation and the significant meaning behind competing for China, with variations in discourse depending on performance level. The public mainly praised the athletes when they performed favorably but conveyed disappointment that crossed into hate speech when the athletes did not win medals. As for the athletes, they emphasized the significance of competing for China in the Olympics, stressed unity through sports, and expressed their intent on popularizing winter sports among Chinese youth. Practical implications The findings could help direct athletes’ public relations strategies when dealing with online public discourse. Social implications The study reveals how social media discourse plays a role in shaping public perceptions of naturalized athletes’ national belonging according to their sporting achievements. Originality/value This is one of the few studies that focus on naturalized athletes beyond football. Importantly, it is the first study to merge social media discourse with the experiences of Chinese naturalized athletes in winter sports to understand how the concepts of social identity, nationalism, and naturalization interact in the public domain.