自由因持反中立場，報導倫敦奧運中國大陸選手的新聞數量明顯低於其他三報；中時因較重視大陸新聞，大陸和台灣選手新聞的數量差距最小。四報呈現台灣選手新聞的正面立場較負面多，呈現中國大陸選手的新聞立場則偏向負面。倫敦奧運兩岸選手新聞呈現以勝利主義為主的意識形態，強調運動競賽分出勝負的本質，其次是突顯選手形象和表現的個人主義意識形態。
The purpose of this study was to analyze the difference that Taiwanese newspapers report on cross-strait athletes during London 2012 Olympics. Quantitative content analysis on cross-strait athletes’ news items from four largest Taiwanese newspapers - United Daily News, China Times, Liberty Times, and Apple Daily - was carried out. The research period was from 28 July 2012 through 13 August 2012.
Results showed Apple Daily and Liberty Times had more photo news of cross-strait athletes than United Daily News and China Times, which have more straight news in total. Liberty Times was known for its anti-China stance so the reports on Chinese athletes were far less than other newspapers. Within cross-strait athletes’ coverage among four newspapers was embedded hidden ideology, with triumphalism, individualism, nationalism and ethnic nationalism included.
