A Study of Media Narratives on Odisha’s Role in Revitalizing Indian Hockey

Abstract

The revival of India as a competitive hockey nation has drawn attention to the country, particularly as India won a bronze medal at the Tokyo 2020 Olympic after a 41-year absence. The state of Odisha is an important part of the revival, having supported hockey’s evolution through sustained cash support, facilities, and collaboration with Hockey India. Using a qualitative case study design that focuses on Odisha’s collaboration with Hockey India and the establishment of world-class facilities, Kalinga Stadium and Birsa Munda Hockey Stadium, the article considers the stories written by leading print, digital, and broadcast media outlets in in-between 2014 and 2024. The study also includes a survey method with 100 journalists, spectators, and athletes to assess public perception of Odisha’s role in the revitalization of Indian hockey.

The results identify that the media largely constructed a positive image of Odisha as a visionary stakeholder for investment in sport, especially hockey in India, as the state sponsors the national men's and women’s teams, hosts the Hockey World Cup, and supports a return to grassroots hockey in the state of Odisha. Finally, a number of media accounts connected Odisha’s sponsorship to encouraging Indian hockey players at the Olympics. Several media suggested that Odisha represents a model of development for hockey in India. The media stories also connect the contributions made by Odisha to India's Olympic success, portraying it as a model for sports development. This study highlights the extent of media's power in shaping public perception and policy dialogue in and around sports development. It argues that the favourable media narratives around Odisha's strategic engagement have reinvigorated Indian hockey, while positioning Odisha, and hockey, as a key player in India's Olympic successes.