Lost in Knowledge Translation: Media Framing of Physical Activity and Sport Participation

in International Journal of Sport Communication

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Mark Dottori University of Ottawa, Canada

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Guy Faulkner University of British Columbia, Canada

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Ryan Rhodes University of Victoria, Canada

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Norm O’Reilly University of Guelph, Canada

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Leigh Vanderloo Hospital for Sick Children, Canada

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Gashaw Abeza Towson University, USA

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DOI:
https://doi.org/10.1123/ijsc.2019-0040
Keywords:
media framing; frame sending; frame setting; health promotion
In Print:
Volume 12: Issue 4
Page Range:
509–530
Restricted access

This study explored the frame-setting and frame-sending process of media who reported on the 2015 ParticipACTION Report Card on Physical Activity for Children and Youth. Through the use of a case-study method employing a sequential explanatory mixed-methods approach (content analysis followed by semistructured interviews), the findings revealed a high level of frame-sending characteristics by the media, and the framing of stories was found to be influencing the message being sent, making it different from the original messaging sent by public relations practitioners charged with dispersing information. Theoretical and practical contributions are discussed along with suggestions for future studies.

Dottori is with the University of Ottawa, Ottawa, ON, Canada. Faulkner is with the University of British Columbia, Vancouver, BC, Canada. Rhodes is with the University of Victoria, Victoria, BC, Canada. O’Reilly is with the University of Guelph, Guelph, ON, Canada. Vanderloo is with the Hospital for Sick Children, Toronto, ON, Canada. Abeza is with the Towson University, Towson, MD.

O’Reilly (noreilly@uoguelph.ca) is corresponding author.
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