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Francis L. F. Lee

This article examines the role of the news media in the production of media sports spectacle through representation of soccer fandom and articulation of the meanings of sports events. The article analyzes the visits of two European soccer teams (Liverpool FC and Real Madrid) to Hong Kong in the summer of 2003. Newspaper discourses are found to generate a picture of generalized fandom and normalized fanaticism towards these events. At the same time, the media articulated the meanings of the events within the context of both global and local processes. The overall result is that public discourse embraced the commercialization of sports, and the media helped to transform the preseason “friendlies” into hugely successful spectacles. These results are understood within the theoretical framework of the society of the spectacle proffered by Debord (1995), though the analysis also points to the limitations of Debord’s framework.

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Elizabeth B. Delia and Cole G. Armstrong

Scholars have frequently examined sponsorship effectiveness via survey instrument; however, no efforts have been made to gauge sponsorship effectiveness via social networking sites. As a medium for consumer activity and interaction, scholars and industry professionals can leverage social media to monitor the effects of sponsorship in real time, as consumers experience a sporting event. In this exploratory study, we employed a mixed methods study design to examine Twitter users’ discussion of 2013 French Open sponsors during the tennis tournament. We found a weak positive relationship between sponsor-event functional fit and positive sponsor-related sentiment, and a weak positive relationship between a sponsor company’s social media presence and event-related buzz. Through case study analysis, we discovered unintended misrepresentation and activation were apparent drivers of sponsor-related social media conversation during the 2013 French Open. As an emerging area for sponsorship research, we provide suggestions for future research into sponsorship and social media.

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Joanne Kraenzle Schneider

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Juan J. Blas and Petra B. Schuler

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Eva M. Monte, Judith Bischoff and Mary Jo Neubeck

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Valerie L. Schwiebert and Laura Luc

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