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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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Andrea N. Geurin

demands to build a new media presence by maintaining their own website; providing frequent updates on social media platforms such as Facebook, Twitter, and Instagram; writing blog posts; and engaging with fans and other stakeholders online. Peña, Arauz, Sha, and Garcia ( 2011 ) stated that new media “is

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Coyte G. Cooper

Upon being hired as an assistant wrestling coach at a National Collegiate Athletic Association (NCAA) Division I program, you have learned that your head coach has given you the task of spearheading the marketing efforts for the upcoming season. With little knowledge in this area, you have decided to apply to the National Wrestling Coaches Association (NWCA) Leadership Academy in August at their annual convention. After being accepted, you have learned that a primary emphasis of the academy is providing coaches with the skill sets necessary to be the CEO of their program. As you attend the different sessions at the academy, there are a variety of different traditional and new media marketing initiatives that are presented as potential strategies to grow programs at the local level. With a goal of increasing attendance and social media followers, you are now presented with the challenge of developing a plan to better market the program moving forward.

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Mark Norman

Drawing upon data collected during the Canadian Broadcasting Corporation’s 2011 Hockey Day in Canada broadcast, this paper examines how users of Twitter variously reproduced or contested this mediated television program. Three emergent themes from these data are discussed: the sociocultural importance of hockey to Canadians; the corporate sponsorship of Hockey Day in Canada; and the role of controversial commentator Don Cherry on the Canadian public broadcaster. These data suggest that new media can be a site for collective discussion on important sociopolitical issues, a conclusion that is discussed with reference to Scherer and Whitson’s (2009) argument that access to hockey broadcasts is a component of Canadian cultural citizenship; and Jenkins’ (2006a; 2006b) research on access to and participation in new media cultures.

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Thomas Patrick Oates

This essay identifies an emerging form of pleasure offered to fans of elite football. I name this mode of engagement “vicarious management” and focus on its emergence in National Football League (NFL) related products of fantasy football, media coverage of the NFL draft, and the video game Madden NFL. Through an analysis of sports marketing literature and promotional materials provided for consumers by ESPN and EA Sports, the article posits that the emergence of vicarious management is overdetermined by emerging financial opportunities in media culture and ideological instabilities within race and masculinity. I identify how vicarious management offers new opportunities for integrating and expanding corporate reach while constructing masculine athletic subjectivity in ways that addresses deeply felt anxieties in White masculinity.

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Qingru Xu and Peggy J. Kreshel

In this case study, the authors examined media representations of two Chinese female athletes—state athlete Ding Ning and professional athlete Li Na—in China, a nation undergoing social transformation and a sport-reform initiative. Analyzing stories from two Chinese web portals (i.e., Sina and Tencent), the authors analyzed how (a) gender, (b) nationalism, and (c) the individualism–collectivism continuum entered into media representations of these two female athletes. Notable differences emerged in all three conceptual areas. A fourth theme, which the authors have identified as the commercialized athlete, also emerged. Possible explanations and implications are discussed.

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Brian Wilson

By considering three main questions, this article develops an argument for rethinking existing approaches to understanding both sport-related social movements and “local” responses to globalizing forces in light of the emergence of Internet communication. They are: (a) How can extant conceptions of sport-related social movements be expanded to account for more advanced forms of cultural and political opposition that result from and are potentially enhanced by the Internet? (b) How does the link between the development of the Internet and the enhanced formation and functioning of (new) social movements offer a foundation from which to expand understandings of relationships between global sport-related influences and the responses of local cultures? (c) What methodological approaches are best suited for studying Internet-related forms of sport-related activist resistance? The article concludes that recent developments in communication technology have contributed to a situation in which there is immense revolutionary potential in sport-related contexts, and for sociologists (of sport) interested in contributing to activist projects.

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Seungbum Lee, Yongjae Kim, and Tang Tang

-relation units: Marketing and Promotion, Communication, New Media, and Development. The Senior Associate Athletics Director for Development and Marketing (SAADD), who reports to the AD, is in charge of all external relations for the athletic department. The Assistant Athletics Director for Communications (AADS