Ukraine actions destroy limited positivity gained during the Olympics

Image of Russia and Vladimir Putin on international TV news before and after Sochi; long-term analysis 2001-2014

March 4, 2014. Rapperswil -- Russian military action in Crimea and possibly other parts of the Ukrainehas returned Vladimir Putin’s country to its media image from before the Sochi celebrations, according to new research from Swiss-based research institute Media Tenor International. Additionally, the media analysis shows that the cost-benefit record of big sport events for national images is far from balanced, with no profit in sight, either ideationally or materially. Governments are not able to correct, by public events, reputations damaged by policy decisions, and agenda setting needs a basis of trustworthy policy, according to the research.

“As long as Russia’s intervention in Ukraine does not result in an internationally accepted solution, Russia’s and Putin’s image cannot improve,” says Roland Schatz, Founder and CEO of Media Tenor International. “Additionally, the policy crisis highlights that the Sochi Winter Olympics and similar large sporting events don’t ultimately pay off for the image of the host countries,” adds Schatz. “The Olympics resulted in only three days of positive TV coverage on Russia.”

One week after the winter Olympics in Sochi, 30% of all TV news on Russia, and 70% on Putin, showed a negative tone. The rest of the coverage was ambivalent, with none of the reports offering positive tonality. Even during the month before Sochi, two-thirds of all news stories focusing on Russia had a negative tone, up from only 20% in 2001, according to Media Tenor’s data.

When the media image effect of the Olympics on the reputation of previous host countries Canada, the UK, and Russia, is compared, it’s clear that Putin’s Russia has received the least positive effect. Additionally, Brazil facesincreasingly critical media coverage 100 days before this year’s World Cup championship, and Qatar’s media image is already suffering well in advance of its hosting.

“The media impact momentum makes clear what was already obvious ahead of Sochi,” Schatz says, adding that “the storyline for Russia supports neither tourism nor business investments.” In light of this, other countries may wish to consider whether big sporting events are able to pass a comprehensive and profound cost-benefit analysis, he says.

In a benchmark comparison against other world leaders Vladimir Putin’s overall image is now at -23.2%, with no basis on which to build trust in future rounds of negotiation, be it at the G8, the U.N., or elsewhere. His image is far behind that of both Obama and the Chinese president, Xi Jinping.

Basis: 9,785 news stories on Russia on 13 German, U.K. and U.S.TV news shows 1/2001 – 12/2003; 867 news stories on Canada, 4,293 on the U.K. and 1,992 on Russia 7/2001 – 3/2014; 417 news stories on Russia on international TV news 02/20 – 03/02, 2014; 1,166 reports about Putin on 19 international TV news shows 1/2013 – 3/2014; 9,226 reports on heads of state on 30 international TV news shows in 13 countries 03/2013 – 03/2014.

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