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Zachary W. Arth, Mackenzie P. Pike, and James R. Angelini

certainly an act of agenda setting. And, as has been seen in past research, it is possible that the agenda of the prime-time broadcast is not exactly the same agenda across all Olympic networks and coverage times ( Arth et al., 2019 ). This research will seek to add to the previous Olympic clock

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Zachary W. Arth, James R. Angelini, Patrick C. Gentile, and Andrew W. Hard

the non-prime-time coverage will allow for an understanding of the choices made by NBC as they decide which athletes and stories are to be highlighted and which are to be relegated to timeslots with fewer viewers. Related Literature Olympic Agenda Setting Given the interest in understanding the

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Chris Corr, Richard M. Southall, Crystal Southall, and Richard J. Hart

integrated marketing communication strategy as a tactic to influence future viewership (i.e.,  agenda setting ) aligns with commercialized multimedia logic emphasizing viewership and revenue acquisition ( Duncan & Brummett, 1993 ; McAllister, 2010 ; Southall et al., 2009 , 2014 ). Under the NCAA

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Trent Seltzer and Stephen W. Dittmore

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.

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Paul J. MacArthur and Lauren Reichart Smith

theories often employed to examine sports media presentations are agenda setting ( McCombs & Shaw, 1972 ) and framing ( Goffman, 1974 ). Agenda setting suggests “there is a strong correlation between the emphasis that mass media place on certain issues . . . and the importance attributed to these issues by

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Ari Kim, Moonhoon Choi, and Kyriaki Kaplanidou

Residents’ support for hosting the Olympic Games is crucial for a bid to succeed in the Olympic host-city selection process. Because of the vital role of the media in framing public perceptions of Olympic bids, the purpose of this study was to examine media coverage of hosting the Olympic Games during the Olympic host-city bid process. A quantitative content analysis was conducted on newspaper articles about Pyeongchang, Korea. Pyeongchang was a candidate city for 3 consecutive bids for the Winter Olympic Games, and it finally won its latest bid to host the 2018 Games. Six hundred Korean newspaper articles were collected for analysis. The results indicated that positive, nationwide discussions of hosting the Olympic Games were presented during the successful bid. Infrastructure legacy was mentioned frequently and dominantly for both successful and unsuccessful bid periods, whereas the presence of sport-development and sociocultural-legacy themes increased in the latest, successful, bid. In addition, extensive coverage related to celebrity endorsement was found during the successful bid.

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Andrea Eagleman, Lauren M. Burch, and Ryan Vooris

Traditional media coverage of the Olympic Games has been shown to exhibit biases in terms of gender, nationality, and the type of sports covered, which can contribute to negative societal consequences and inaccurate historical records of such events. Scholars have suggested that because of the Internet’s expanded spatial parameters, new media have the ability to provide more equitable coverage of events such as the Olympics. In this study, we used agenda setting theory to employ a content analysis methodology to determine whether different constructions of the 2012 London Olympics were presented to media consumers on news websites in Australia, Brazil, China, Great Britain, Kenya, and the United States. Findings indicated that very few gender, nationalistic, or sport biases existed in any of the countries’ coverage, lending credence to the notion that the Internet affords media managers with an opportunity to provide more equitable coverage and thus a more accurate depiction of events.

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Claudia Kozman

This case study examines the Tiger Woods sex scandal using second-level agenda setting and attribute priming as its theoretical structures. It approaches the case through the compelling-arguments hypothesis to explain the transfer of salience from the media agenda to the public agenda. A content analysis of print and broadcast media is employed to determine the dominance of scandal stories in general, and the “sex/adultery” attribute in particular, on the media agenda. This study also uses attribute priming to measure the presence of opinion and its direction in the public, after exposure to the scandal stories. The data that form the public agenda come from a nationally representative survey of the American public, as well as online search queries on Google.

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Gashaw Abeza and Jimmy Sanderson

Research in Sport Studies This section reviews 10 prominent theories (in terms of frequency of use and depth of application) used by researchers in the community to study the dynamic interrelationship between sport and social media. These theories are agenda-setting theory, communication privacy management

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Jared F.K. Monaghan and Claudio M. Rocha

can highlight positive legacies of the Games, it can also report negative legacies and consequences of hosting. Theoretical Framework Agenda-setting theory ( McCombs & Shaw, 1972 ) has informed research in the field of mass communication on the interface between public opinion and news media ( Gitlin