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Travis R. Bell and Jimmy Sanderson

In December 2015, the movie Concussion was released. The film portrayed the story of Dr Bennet Omalu, who is credited with discovering chromic traumatic encephalopathy in the brains of deceased National Football League players. Before the release, on December 7, 2015, Omalu penned an op-ed in The New York Times in which he opined that children should not play tackle football. This research explores 114 reader comments on Omalu’s op-ed through the lens of Nisbet’s bottom-up framing. Using a mixed-methods approach, the results indicated that participants framed the issue through health and safety, American cultural values, parenting liability, and skepticism. Linguistic analysis revealed that comments contained a negative tone, with women’s comments being more negative than men’s. The analysis suggests that online news forums function as spaces where public deliberation around the viability of children playing tackle football occurs and illustrates the tensions around risk, sport participation, and health and safety that confront parents as they grapple with the decision to let their children play tackle football

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Linda J. Schoenstedt and Jackie Reau

The objective of this case study was to create and execute a proactive new-media public relations plan for the 2009 Cincinnati Flying Pig Marathon. Although the economic activity surrounding this marathon has been studied by Cobb and Olberding (2008), the 11th running of the popular marathon offered a chance to launch a social-media newsroom inside the traditional media center. Social-media tools like Twitter, YouTube, blogs, Facebook, Twitpics, and other multimedia postings have revamped news forums through their immediate transmission of news while traditional media must wait until press time. Few sporting events have actively planned to use social-media platforms to create ad campaigns, generate buzz, or track digital participation for selling, marketing, and measuring various responses to the event.

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James Bingaman

tools in which group members identify with the commenters expressed thoughts. On online forums, up-votes usually take the form of up-arrows, thumbs up, or “likes”—with down-votes taking the form of down-arrows, thumbs down, or “dislike.” In their analysis of online news forum discussions, Rains et