No Mercy / No Malice: Smaller

Nationalism

The tone of nationalism in the Olympics has evolved significantly since the Cold War era. George Hahn notes that while athletes and fans still take pride in representing their countries, the intensity of nationalism has diminished, making the event feel smaller in scope 1. This shift is reflected in the International Olympic Committee's focus on corporate sponsorships, with 30% of its revenue now coming from these partnerships 1.

The good guys versus bad guys. Rush, inspired by the Cold War, has faded, and not just for us Americans.

--- George Hahn

The addition of youth-focused events like skateboarding and BMX freestyle also highlights the Olympics' attempt to stay relevant and appeal to a younger audience 1.

   

Athlete Stories

Personal stories of athletes continue to add emotional depth to the Olympics, even as viewership patterns shift. George Hahn highlights how digital platforms have transformed how audiences engage with the Games, allowing viewers to choose what and when to watch, leading to more engaged audiences 2. This shift has also opened up new advertising opportunities, with NBC leveraging streaming services like Peacock to reach broader audiences 2.

The Olympics is not an event people will watch from beginning to end. It is instead a huge collection of little stories, human moments.

--- George Hahn

These personal narratives, such as Ukrainian fencer Olga Karlan dedicating her bronze medal to her country's servicemen, continue to resonate deeply with viewers 2.