Sports Communication 2016 Abstracts
More than the Usual Suspects • Bill Cassidy, Northern Illinois University • This study compares source prominence and the views expressed by sources in daily newspaper coverage of the coming out of NBA veteran Jason Collins and college football All-American Michael Sam. A content analysis of 1,972 attributed comments by sources in 248 articles published during the first 30 days after each athlete’s announcement found that in addition to comments from Collins and Sam, official sources such as players, coaches and executives were often heard from. However, gay and lesbian sources were also present in the articles signifying that sports journalists are incorporating a wide variety of voices into their stories.
The Mascot that Wouldn’t Die: A Case Study of Fan Identification and Mascot Loyalty • Brad Schultz, University of Mississippi; Mary Sheffer, University of Southern Mississippi • The issue of sports mascot loyalty, especially to those mascots considered offensive, was investigated through fan identification theory, and applied to the mascot controversy at the University of Mississippi. Replicating a previous university survey on the mascot question, a current survey of university students (N = 3,616) revealed a strong relationship between mascot loyalty and fan identification, particularly related to one’s perceptions of “belonging to the university sports family,” and “associating with sports fans” of the university. Other important findings include age differences and the marginalization of Asian-American fans. The implications and applications of these findings was discussed.
‘Crammed in the locker room:’ Sports journalists and access to sources • Brian Moritz, SUNY Oswego • This study looks at the institutionalized nature of modern sports journalism, specifically access to official sources. In-depth interviews with reporters and editors show that sports journalists rely on players and coaches as sources, a practice that has been institutionalized and impacts story selection and publication. The data also suggest that sports journalists’ access to sources is being limited, as digital and social media make it possible for athletes and coaches to communicate directly with fans.
Sports Team Identity & Sports Media Consumption Motivations as Predictors of Total Sports Media Consumption • Daniel Krier, Michigan State University • This study investigates whether an increase in social identity with sports teams is related to increased motivations and consumption of sports media. Additionally, the study examines what types of motivations to consume sports media relate to time spent consuming. Lastly, an investigation into significant gender differences in motivations to consume as predictors of consumption per day is carried out. Structural Equation Modeling analysis was employed to analyze changes in levels of total sports media consumption.
“I Don’t Think it’s Worth The Risk”: Media Framing of the Chris Borland Retirement in Digital and Print Media • David Cassilo, Kent State University; Jimmy Sanderson, Clemson University • Football player safety, and specifically concussions, has been a growing area of debate in U.S. mainstream media. However, little scholarly attention has focused on the ways that this issue is framed in the media. This study analyzed media framing of the voluntary retirement of San Francisco 49ers linebacker Chris Borland. A textual analysis of 112 digital media and 187 print media articles revealed 10 frames that were used to discuss the Borland decision. Analysis revealed that the most prominent frame used in both digital and print media was the health risks and consequences of playing football. Yet, frames devoted to portrayals of Borland, and current NFL players being more cognizant of health risks also were largely evident. The results of this research suggest that that sports journalists are creating awareness of the health risks caused by playing football. Such media attention promoting more awareness of health risks could impact the future of football; particularly as parents weigh the decision to let their children play tackle football.
Understanding motivations and engagement outcomes of social TV participation: A case study of the Super Bowl 2016 • Di Wu; Eunice Kim, University of Florida • This study investigated audience motivations for using social media while watching sports program (i.e., the Super Bowl 2016), that is, social TV participation, and examined relationships between identified motivations and key audience engagement outcomes. The results revealed four motivations for social TV participation: information-seeking, social-interaction seeking, relaxation, and sports-related interaction seeking. Further, results showed that social-interaction seeking predicted satisfaction toward the program, while information-seeking and sports-related interaction seeking predicted investment and commitment.
Toward a Better Understanding of Sport Fanship: Comparing Objective Sport Knowledge and Subjective Self-Identification • Dustin Hahn, Texas Christian University; Glenn Cummins • Understanding the nature of sports fans has long been a facet of sports media research. However, one recent assessment of the field voiced concerns with the imprecise conceptualization and operationalization of fanship. This study advances the understanding of sport fanship by examining how self-reported interest in sports correlates with objective knowledge. Then using exemplification theory as a context, results of an experiment are presented that illustrate how outcomes are dependent upon how fanship is operationalized.
Michael Sam’s Coming Out: Media Frames of An Openly Gay NFL Athlete • Jane O’Boyle, University of South Carolina; Leigh Moscowitz, University of South Carolina; Andrew Billings • This study analyzes 120 broadcast and print news stories about the 2014 announcement from NFL prospect, the SEC All-American defensive end Michael Sam, that he was gay. Using a qualitative method built on framing theory, this paper finds that media discourses began with historic and celebratory frames, which evolved into more foreboding stories about the potential “distraction” in the locker room while questioning the readiness of the NFL to truly accept and support an out gay athlete.
Race and the deep ball: Applying stereotypes to NFL quarterbacks • Patrick Ferrucci, U of Colorado; Edson Tandoc, Nanyang Technological University • This study experimentally tested whether White participants (n=274) applied stereotypes to Black and White professional quarterbacks. Utilizing common stereotypical descriptors established in prior research, this between-subjects experiment found that while the participants did not stereotype White quarterbacks, they did apply the stereotypes of “physically strong” and “naturally gifted” to Black quarterbacks, thus othering, or using race to establish an out-group. These results are then interpreted through the framework of social identity theory.
How the West was lost: Geographic bias on sports network highlight shows • Rich Johnson, Creighton University; Miles Romney, University of South Carolina • Fans and sports media watchdogs have criticized national sports networks for demonstrating a preferentially toward East Coast teams. In particular, critics argue that news and highlight programs display preferential treatment toward Eastern teams. This study examined the most popular network sportscasts to determine if regional and market bias exists. Mirroring a methodological framework that was previously used in the study of geographic bias in network news, a quantitative content analysis was conducted of same-day highlight packages on the flagship programs of the two most prominent sports cable networks, ESPN’s SportsCenter and FOX Sports’ FOX Sports Live. The research indicated that sports networks do demonstrate geographic bias in their news and highlight shows, most notably in the length and depth of stories involving teams from the Northeastern United States. Conversely, West Coast teams consistently were given less attention by networks across all variables. Additionally, sports networks show preference toward teams from larger markets.
High power kick: Framing of the USWNT 2015 World Cup victory on American front pages • Roxane Coche, University of Memphis; Travis R. Bell, University of South Florida • The FIFA Women’s World Cup, won by the United States’ national team (USWNT), was the most-watched soccer match (men or women) in U.S. history. The current quantitative content analysis examined 491 front pages published on July 6, 2015, the day after the USWNT win. Results reveal significant coverage, and indicate a small step toward improvement of stereotypical identifiers for female athletes. However, editorial decisions produce further questions and insight into the old model of journalism.
“I’m not a fan. I’m a journalist”: Measuring American sports journalists’ sports enthusiasm • Sada Reed, Arizona State University • This study uses a multi-contact survey (Dillman, Smyth, & Christian, 2008) and Izzo, Munteanu, Langord, Ceobanu, Dumitru, and Nichifor’s 2011 measure of sports fan motivation to analyze American sports journalists’ sports enthusiasm. This study also examines correlations between fandom and newspaper circulation size, as well as what demographics can predict levels of sports fandom. Results suggest sports journalists’ sports enthusiasm can be categorized into three elements: Vicarious achievement, [appreciation for] physical skill, and socialization. There was a statistically significant relationship between circulation size and vicarious achievement, but not between circulation size and socialization and physical skill. Each of these elements correlated negatively with age, which supports Hardin’s (2005) argument that young editors, often working at smaller circulation newspapers, see themselves more as sports fans than journalists. Results also suggest demographics like sex, race, education, years at current newspaper, and newspaper circulation size could predict vicarious achievement and socialization, but not physical skill.
Perennial Performance and Fan Identification: Beyond BIRGing and CORFing Theory • Stan Diel, The University of Alabama • In the context of fan communication on social media following college football games, long-term team performance was added to variables commonly considered in analyses related to basking in reflected glory theory and cutting off reflected failure theory. The results indicate that game outcomes inconsistent with perennial team performance are a predictor of level of identification and simultaneous positive and negative fan emotion.
Team Identification in Traditional and Fantasy Football Fandom: Contradictory or Complementary Concepts? • Yiyi Yang; Andrew Billings; Brody Ruihley • Fantasy football participation is now a major element of over 56.8 million North American sports fans, leaving questions as to whether identification with one’s fantasy team bolsters or hinders traditional conceptions of identification with one’s favorite NFL team. Using a within-group comparison, this study found different attitudinal and behavioral attributes between team identification in the NFL and in fantasy football. The levels of team identification were significant correlated with Basking in Reflected Glory (BIRGing), but not Cutting Off Reflective Failure (CORFing). Team identification in fantasy football has a significant positive correlation with NFL team identification, focusing more on enhancing the overall sports fan experience.
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