The Paris 2024 Olympics is poised to mark a groundbreaking moment in the history of competitive sports, as it will feature breaking—commonly known as breakdancing—for the first time as an official Olympic event. This pioneering move not only expands the traditional boundaries of Olympic disciplines but also ignites a unique wave of excitement among potential viewers worldwide. A recent study published in BMC Psychology by researchers Lim, Sj., Lim, Sy., and Lee, Jh. explores the multifaceted impact of this novelty on fans’ media engagement, anticipation, and ultimately, their intention to tune in and watch the breaking events live.
The introduction of breaking into the Olympic roster represents a strategic and cultural pivot that aligns the Games with the evolving tastes of younger demographics. Unlike traditional sports, breaking encapsulates urban culture, rhythmic dynamism, and artistic expression, knitting together athleticism with creativity. This study meticulously examines how this fusion influences viewer behavior, especially considering that the struggle for audience attention has intensified with the proliferation of digital content. The researchers dissect the psychological mechanisms that drive media engagement in the context of such a novel event.
Media engagement is a complex construct that goes beyond mere viewership; it involves the cognitive, emotional, and social connection that audiences develop with content. Lim and colleagues employ a sophisticated framework to quantify engagement levels and relate them directly to the novelty factor of breaking’s Olympic debut. Their findings suggest a significant uptick in active engagement behaviors—such as social media interactions, sharing of content, and pre-event discussions—among audiences exposed to breaking as a new discipline. This surge in engagement not only elevates the visibility of breaking but also enhances the viewers’ emotional investment in the Olympics itself.
Anticipation functions as a powerful precursor to engagement and is integral to cultivating interest ahead of the event. The study delves into the anticipatory excitement generated by breaking’s Olympic inclusion, using validated psychological scales to measure audience expectations. It appears that the fresh appeal of breaking stimulates a heightened state of curiosity and eagerness, which is critical for building a sustainable fan base beyond traditional sports viewers. The researchers argue that this anticipatory enthusiasm can translate into stronger broadcast ratings and a prolonged interest in breaking post-Olympics.
Viewing intention, a key behavioral outcome measured in this research, refers to the likelihood that potential viewers will actually watch the breaking competition during the Games. By analyzing survey data and predictive models, Lim and team demonstrate that novel elements significantly boost viewing intention. Their data indicate a direct correlation between perceived novelty and the decision to watch, which implies that the allure of breaking’s Olympic debut could convert casual observers into committed spectators, thus broadening the Olympics’ appeal and demographic reach.
The integration of breaking into the Olympics also signifies a valuable case study in sports innovation and media strategy. Unlike established sports with generations of followers, breaking’s introduction requires deliberate efforts to educate and engage unfamiliar audiences. The study highlights how broadcasters and content creators can harness the novelty effect by tailoring promotional materials and interactive campaigns that emphasize breaking’s distinct culture and competitive intensity. Such targeted strategies are essential to sustain interest beyond the initial hype and to build a lasting relationship with viewers.
Furthermore, this research illuminates the role of cultural trends and digital media ecosystems in shaping sports consumption. Breaking, rooted in street dance and hip-hop culture, naturally resonates with digitally native demographics who are deeply embedded in social media platforms. The study finds that this synergy amplifies the dissemination of breaking content, making it highly shareable and likely to go viral. This digital virality not only boosts engagement metrics but also fosters community building among global fans, creating a grassroots momentum that benefits both the sport and the Olympic movement.
Technically speaking, the researchers deploy a mixed-methods approach combining quantitative surveys, experimental designs, and qualitative narrative analyses to rigorously capture the nuances of audience psychology. This methodological rigor improves the reliability of their conclusions and sets a benchmark for examining sports-related phenomena in the digital age. Their analytic framework also accounts for confounding variables such as prior interest in dance and sports, demographic differences, and media consumption habits, ensuring that the effects observed are robust and attributable to the novelty of breaking.
The implications of this study extend beyond breaking itself, offering insights into how innovation within traditional event frameworks can rejuvenate global interest. The Olympics, facing challenges such as declining viewership in some regions and competition from emerging entertainment formats, may find in breaking a blueprint for modernization. By introducing disciplines that reflect contemporary cultural trends and harnessing the associated media engagement dynamics, the Olympic Games can maintain cultural relevance and expand their global footprint.
Importantly, Lim and colleagues emphasize that novelty alone is not sufficient for long-term success. Sustained engagement requires continuous innovation, strategic marketing, and the cultivation of athlete narratives that resonate emotionally with viewers. Breaking’s origin as a grassroots movement provides a rich tapestry of stories, rivalries, and artistic battles that can be leveraged to deepen fan loyalty. The study suggests that media producers focus on storytelling elements that humanize the sport and its athletes to maximize the novelty’s impact.
The psychological underpinnings of the findings also shed light on how breaking appeals as a multisensory and multidimensional experience. Unlike many sports where outcomes hinge purely on physical prowess, breaking incorporates elements of music synchronization, improvisation, and audience interaction. This complex performance dimension engages viewers on multiple levels, enhancing their cognitive involvement and emotional resonance. Such intricacy may explain the heightened anticipation and media engagement evidenced in the data.
Moreover, the study explores demographic variations in response to breaking’s novelty. Younger viewers, particularly Generation Z and Millennials, show significantly higher engagement and intention levels compared to older cohorts. This demographic specificity underscores the importance of strategic targeting in promotional efforts and the potential for breaking to serve as a gateway sport that attracts lifelong Olympic fans. The findings encourage organizers and broadcasters to adopt tailored communication approaches that align with the values and media habits of these key segments.
From a technological perspective, the researchers discuss how augmented reality (AR), virtual reality (VR), and immersive digital experiences can further amplify engagement with breaking during the Olympics. Integrating such technologies into broadcasts can provide audiences with novel perspectives and interactive opportunities that deepen the viewing experience. The synergy between breaking and advanced media tools exemplifies how sports innovation intersects with digital transformation to create unprecedented fan experiences.
The study also acknowledges potential challenges, such as balancing the authentic cultural roots of breaking with the formal structure of Olympic competition. This integration requires sensitivity to preserving the sport’s identity while conforming to standardized judging and regulations. The research notes that successful commercialization depends on maintaining this balance to avoid alienating core communities, which are vital advocates and ambassadors for breaking.
In conclusion, the innovative inclusion of breaking at the 2024 Paris Olympics serves not only as an exciting new competitive field but also as a catalyst for redefining viewer engagement paradigms in sports media. Lim, Sj., Lim, Sy., and Lee, Jh.’s research reveals that novelty can significantly influence psychological factors like anticipation and viewing intention, ultimately enriching the Olympic experience for a broader, more diverse audience. As the world watches Paris 2024, the success of breaking could herald a new era where cultural vibrancy and technological savvy reshape the future of global sports entertainment.
Subject of Research:
The psychological impact of introducing breaking as a novel sport at the 2024 Paris Olympics on potential viewers’ media engagement, anticipation, and viewing intention.
Article Title:
The relationship between novelty of introducing breaking at the 2024 Paris Olympics and potential viewers’ media engagement, anticipation, and viewing intention: a study.
Article References:
Lim, Sj., Lim, Sy. & Lee, Jh. The relationship between novelty of introducing breaking at the 2024 Paris Olympics and potential viewers’ media engagement, anticipation, and viewing intention: a study. BMC Psychol 13, 427 (2025). https://doi.org/10.1186/s40359-025-02655-7
Image Credits: AI Generated
