Perceptions of Equestrian Images from Paris 2024 Olympic Games: What do you think?
Since their introduction to the modern Olympic Games in 1900, horses have played an integral role in equestrian sport. As the only Olympic discipline that relies on a second athlete - the horse - the conversation around ethics, welfare, and public perception has never been more critical. With the Paris 2024 Olympics positioned as the "Olympics of Horse Welfare," a groundbreaking new study is set to explore how different people perceive images of horses in Olympic sport. And we need your help to understand what images are seen as positive: Click here to take part in the survey.
What Do We Really See?
In today’s digital world, where images and videos are shared instantly, the portrayal of horses in sport can have a profound impact on public opinion. Some images evoke admiration and highlight the unique partnership between horse and rider, while others may spark concern or criticism. The equestrian industry is keen to understand what this means to different people and how to share positive news. But what determines whether an image is viewed as positive?
This study aims to answer that very question. Led by researchers at Hartpury University, EQuerry / Co and Via Nova Training, it will analyse how people react to images of horses and their teams at the Paris 2024 Olympics. Through photo-elicitation techniques - where participants are shown images of competition, training, vet inspections, and prize-giving ceremonies - the study seeks to uncover patterns in how different groups perceive the horses in elite sport.
Why This Study Matters
Equestrian sports are increasingly scrutinised under the concept of Social License to Operate (SLO), meaning public acceptance of horse involvement in sport is not guaranteed. Controversies like the Tokyo 2020 modern pentathlon incident - where a coach struck a horse in frustration - have fuelled debate over the ethics of equestrian sport. With Olympic inclusion not yet confirmed beyond Brisbane 2032, understanding public perception is more important than ever.
By analysing reactions to Olympic equestrian imagery, this study will help identify:
What visual cues contribute to positive perceptions of horse sport?
How do different groups of equestrians interpret the same images?
What role does the media and social platforms play in shaping opinions?
Head this way to take part in the survey.
Why Your Perspective is Important
Public perception can influence policies, sponsorship, and even the future of equestrian sports at the Olympics. Whether you’re a rider, a horse owner, a fan, or simply someone who watches equestrian events every four years, your opinion matters. This research isn’t about confirming what we already know - it’s about discovering what we don’t know.
What’s Next?
Participation will be open to equestrians and non-equestrians alike. Survey participants will be shown randomly selected images from the Games across dressage, showjumping and eventing, and asked to share their thoughts. At a time when equestrian sport faces heightened scrutiny, this study provides an opportunity to ensure that the right messages are heard. The findings could guide how horses are portrayed in the media and how the industry communicates with the public.
Join the Conversation
So, what do you think? Are the images you see of horses in Olympic sport mostly positive or negative, and why? Whether you’re an equestrian professional, a casual rider, or a sports fan, your input will help shape the understanding around how horses are perceived at the highest level of competition.
If you’d like to take part, click here to have your say! Participation is completely anonymous.
