This study, based on previous work, investigated the interaction of camera angle, arousing content, and an individual’s general and school-specific fanship on the cognitive processing of and emotional reactions to sport communication from a top-down and bottom-up perspective. Cognitive processing was defined as the resources available for encoding and was indexed using secondary-task reaction times, and self-reported positivity, negativity, and arousal were also measured as an index of emotional reactions. Results indicate that general and school-specific fanship have differential effects on cognitive processing and emotional reactions. In addition, in a replication of previous work, it would appear that different camera angles do not have different effects on cognitive processing. The implications of the top-down and bottom-up approach for the sport communication experience are discussed for both sport researchers and sport communication practitioners.
Keene and Berke are with the Dept. of Journalism and Electronic Media, Texas Tech University, Lubbock, TX. Nutting is with the University of Nebraska–Lincoln, Lincoln, NE.