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This study used second-level agenda-setting and agenda-building theory as a framework for investigating media coverage of the NFL Network carriage dispute and how NFL and cable operators attempted to frame this issue via their respective public relations efforts. National, regional, and trade media stories over a 2-year period were content analyzed along with corporate press releases. Results indicated that the NFL and cable operators in particular were framed negatively in media coverage. However, the percentage of positive media stories was much higher for the NFL than for the cable operators. The findings suggest that initially the NFL was more effective in having its messages resonate with the media than were the cable operators. As the issue evolved over time and fans were faced with the prospect of missing key games, the media framing of the debate shifted the blame from the cable companies to both cable operators and the NFL.

Social media have become an increasingly important tool for college coaches and administrators to connect with fans, alumni, and recruits. However, despite their increasing prevalence, it is not well understood which factors may contribute to the reach and popularity in social media of high-profile figures such as coaches and athletic directors. Using Football Bowl Subdivision head football coaches and the popular social-media platform Twitter, this case study sought to explore the potential influence of on-field performance on coaches’ popularity in social media. Among the results is the finding that the most influential factor is the football program’s prestige (long-term success), while the coach’s on-field success and the size of the school’s fan base are of lesser importance. Given the increasing influence of social media in intercollegiate athletics, the case study’s results feature several important considerations for administrators seeking to use social-media platforms to increase the reach of their athletic programs.

This case study explores the use a Major League Baseball team’s organizational weblog. Organizational weblogs are forums for the 2-way exchange of information and commentary between an organization and its publics. Most sport organizations, however, have yet to embrace the weblog as a form of organizational communication. Recent research suggests a greater need to understand how sport organizations might use weblogs to outreach to target audiences from a communications perspective. This study assesses whether readers perceive an organization’s official weblog to be an effective form of 2-way communication and profiles the readers of an organizational weblog based on demographics, consumption patterns, and points of attachment. Results showed that readers perceived the organizational weblog to be highly conversational and effective at communicating organizational commitment. In addition, readers were voracious media consumers of the team’s games, repeat ticket customers, and highly identified, both with the sport and with the team.

Informed by framing theory, the study strove to investigate nationalism by examining Chinese newspaper coverage of the 2014 Incheon Asian Games. Through document and textual analysis of 324 articles from 5 mainstream newspapers, the study indicated that Chinese newspapers always portrayed Chinese athletes as “dominating the competition” and “lacking opponents in Asia” while portraying other countries’ athletes as “less competitive” and not at the “level of Chinese athletes.” The results also suggested that Chinese newspapers tried to positively spin the story when reporting the failure of Chinese athletes at the Asian Games. However, to increase readership and enhance public awareness of the Asian Games,Chinese newspapers also attempted to created rivalries between Chinese athletes and competing nations and, at times, emphasized national failures.

The growth of the Web has had a tremendous impact on how information is disseminated and shared about sports. Research has shown that consumers use media to satisfy a variety of needs and desires, has examined online sport media consumption, and the use of online sport media. But there has been no examination of the motivating factors behind subscription based online media, in particular, paid content sites and message boards. This study explored the relationships of motives, perceived value, and hours in usage per week. Five motives were verified through a confirmatory factor analysis. An examination of the usage characteristics of the respondents demonstrates a loyal and active user. This is important for the site administrators in that the subscribers are using the site as a “go to” destination and not merely something to peruse during their leisure time. The site is acting as an entry point onto the Web.