Researchers have documented patterns in sports media coverage across a variety of geographical and media contexts extensively, but relatively few studies focus on the Central and Eastern European region. This study examines the agenda diversity of European public service media in Hungary, Croatia, and Slovenia on their sport-related Facebook accounts during the 2020 Tokyo Olympic Games. A content analysis identified featured sports, gender balance, and the role of national interest in the events and athletes represented. Sports agenda diversity was driven by the hegemony of men's football and national success at the Olympics. Gender imbalance in media coverage persists in the region even on public service broadcasters’ social media accounts. Women received coverage only when representing the home nation at an Olympic event. The hegemony of men's football is a transnational phenomenon, while Olympic coverage emphasizes sports that share historical associations with national identity. Sports agenda diversity in the three countries is heterogeneous and regionally distinct. In practice, broadcasters might temporarily minimize gender imbalance in Olympic coverage, but in ways that routinizes the national focus. Theoretical developments in agenda setting in coverage of international events should account both for transnational patterns in public service media in the region and local particularities.

中文翻译：

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奥运会期间的体育、性别和国家利益：中东欧媒体代表性的比较分析

研究人员已经广泛记录了各种地理和媒体背景下体育媒体报道的模式，但相对较少的研究关注中欧和东欧地区。本研究调查了 2020 年东京奥运会期间匈牙利、克罗地亚和斯洛文尼亚的欧洲公共服务媒体在其与体育相关的 Facebook 帐户上的议程多样性。一项内容分析确定了特色运动、性别平衡以及国家利益在所代表的赛事和运动员中的作用。体育议程的多样性是由男子足球的霸权和奥运会上的国家成功推动的。即使在公共服务广播公司的社交媒体账户上，该地区媒体报道中的性别失衡仍然存在。女性只有在代表本国参加奥运会时才获得报道。男子足球的霸权是一种跨国现象，而奥运会的报道则强调与国家认同有着共同历史关联的运动。这三个国家的体育议程多样性是异质的，并且在区域上是不同的。在实践中，广播公司可能会暂时将奥运会报道中的性别失衡降到最低，但方式是使国家焦点成为常规。国际事件报道中议程设置的理论发展应该考虑到该地区公共服务媒体的跨国模式和当地的特殊性。广播公司可能会暂时将奥运会报道中的性别失衡降到最低，但要以常规化国家焦点的方式进行。国际事件报道中议程设置的理论发展应该考虑到该地区公共服务媒体的跨国模式和当地的特殊性。广播公司可能会暂时将奥运会报道中的性别失衡降到最低，但要以常规化国家焦点的方式进行。国际事件报道中议程设置的理论发展应该考虑到该地区公共服务媒体的跨国模式和当地的特殊性。