The Effect of Cutting Rates on the Liking of Live Sports Broadcasts

in International Journal of Sport Communication
Restricted access

Purchase article

USD  $24.95

Student 1 year subscription

USD  $63.00

1 year subscription

USD  $84.00

Student 2 year subscription

USD  $119.00

2 year subscription

USD  $156.00

Though visual features such as slow motion, camera angle, or the cutting rate are considered to have great importance for professional media presentation of sports broadcasts and their influence on viewers, there has as yet been little research on the effects of fundamental visual parameters on viewer perception in the field of sport communication. In its primary step, this study researches the effect cutting rates have on the liking of live soccer broadcasts. To this end, an experiment (between-subjects design) with three groups (N = 92) was conducted. All participants received an identical excerpt of a soccer match; however, the number of cuts was systematically altered. A MANCOVA revealed significant effects—for example, a lower cutting rate leads the consumer to perceive less aesthetic appeal and the influences of effects are moderated by fandom. Implications are discussed.

Ludwig and Bertling are with the Institute of Communication and Media Research, German Sport University Cologne, Cologne, Germany.

Please address author correspondence to Mark Ludwig at ludwig@dshs-koeln.de
All Time Past Year Past 30 Days
Abstract Views 107 107 9
Full Text Views 6 6 1
PDF Downloads 9 9 1