State Versus Professional: A Case Study of How Chinese New Media Construct Elite Female Athletes

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.

Media Portrayals of Athlete-Perpetrated Intimate Partner Violence: An Examination of the Social Ecological Model, Race, and Communication Perceptions

This study examined how participants responded to incidents of athlete-perpetrated intimate partner violence in two separate contexts: one featuring an athlete from a league that is at peak popularity among sports audiences (National Football League; NFL) and one featuring an athlete from an up-and-coming league that currently has a lower standing in professional sports (Ultimate Fighting Championship League; UFC). The authors used the social ecological model to qualitatively analyze participant perceptions about athlete-perpetrated intimate partner violence composite news packages. For the purpose of this study specifically, they centered on 1,124 responses to one of the open-ended qualitative questions asked in a larger quantitative experiment. The authors found that the participants most frequently attributed the perpetrator’s behavior to either individual or relationship-level reasons and that there were differences in the level attributed for participants of different races and ethnicities. They also determined that the participants were more likely to ascribe the violence to the suspect’s job (i.e., athlete) if they were a UFC fighter than an NFL player. Theoretical extensions of the social ecological model and practical implications for journalists, the media, and fans are offered.

Examining Engagement With Sport Sponsor Activations on Twitter

Research on sport sponsors’ use of social media has begun to emerge, but, to date, limited research has examined how sponsors are using social media as an activation platform to engage with followers. Thus, the purpose of this research was to examine differences in follower engagement with regard to sponsored Twitter posts from North American professional sport organizations, based upon the focus, scope, and activation type of the sponsored messages. This manuscript consists of two related studies—Study 1 employed a deductive content analysis, followed by negative binomial regression modeling, to examine differences in engagement between message structures defined by focus and scope. Study 2 featured an inductive content analysis to investigate differences in engagement between different types of activations. The findings suggest that, in general, more passive (or less overt) forms of sponsor integration in social media messages drive more engagement among followers.

For Sport Journalists to Count and Report Major Championships in Golf: Per Coherent Definition and Conventional Classification, Nicklaus Has 20 Majors

Over the past 3 decades or so, some variation and revision have been introduced into the recording, reporting, and interpretation of the prime historical benchmark of individual golf achievement: number of established major tournaments won. In the interest of accuracy, consistency, and even equity, some analytic record-keeping suggestions are proffered here, based on coherence and logic, toward presenting the history of golf’s major championships in the fairest possible way. Idiosyncrasies of that historical sequence mean that the resolution is not obvious and more taxonomic work remains to be done. However, acceptance of the principles and conventions proposed herein may move the golf history culture and even basic golf chronicling closer to advantageous closure. One competitive implication of this reanalysis applies, significantly, to the total of “majors” won by historical greats Jack Nicklaus, Bobby Jones, and Tiger Woods.

The Role of an Actual Brand Positioning: An Analysis of Digital Advertisements

The purpose of this study was to: (a) investigate the actual positions in digital communications; (b) assess the relationship between position-congruity among intended positions (i.e., how a firm desires to be perceived by consumers), actual brand positions, and perceived brand positions (i.e., the perceptions that customers have in their minds); and (c) understand the role of actual positioning (AP) in the positioning process. Multiple methods (one-on-one and focus group interviews, content analysis) were applied to analyze positions. Brand managers, golf consumers, and digital advertisements in Golf Digest magazine were sampled. Content analysis, frequencies and percentages, percentage difference, and regression analysis were performed for all positions for each research brand. The results revealed that: (a) tangibility-based positions (88.5%: great quality, innovation) outnumbered intangibility-based ones (11.5%: tour performance, tradition) in digital AP, (b) there was no positive correlation between the degree of congruence between intended and AP and the degree of congruence between intended and perceived positioning, and (c) the AP mediated between intended and perceived positioning in the brand positioning model. The study provides empirical evidence for the mediating role of AP and suggests modifications to the previous positioning process.

Sport Knowledge: The Effects of Division I Coach Communication on Student-Athlete Learning Indicators

Sporting environments are informal contexts of learning that are dependent upon coaches’ use of effective instructional communication strategies. Coaches’ use of power while communicating instruction to athletes is especially germane, as coaches must appropriately use relational influence to inspire optimal athletic performance. Using French and Raven’s power bases (i.e., expert, referent, reward, legitimate, and coercive power), this study considers Division I student-athletes’ reports of affective learning for their sport and coaches, cognitive learning, state motivation, and team winning percentages as a function of their coaches’ use of power. Data collected from 170 student-athletes participating in team sports at Power 5 institutions revealed two significant canonical correlation roots. The first demonstrated that the increased use of prosocial power and avoidance of antisocial power were associated with greater amounts of affective learning for coaches, cognitive learning, and state motivation. The second revealed that expert power was associated with increases in cognitive learning and winning. This research has heuristic implications for expanding the assessment of athlete experience, as well as practical implications regarding the identification of effective modes of relational influence in coaching.

The Effects of Athlete Activism on League Credibility, Event Legacy, and Event Involvement: A Crisis Communication Perspective

The #TakeAKnee movement initiated by Colin Kaepernick and the measures taken by the National Football League (NFL) to handle the situation received mixed reactions from the public. The authors developed and tested a structural model using survey data collected from 698 residents of a Super Bowl host city. The results indicated a positive relationship between attitudes toward the movement and attitudes toward the league’s responses, which in turn influenced league credibility. However, after taking the indirect effect into account, attitudes toward the movement had a direct negative relationship with league credibility. In addition, people who viewed the NFL as a credible organization tended to perceive the Super Bowl as relevant to them and as impactful for the host city. Therefore, sport organizations should develop consistent, comprehensive communication strategies that enable them to maximize a positive synergy between their approach to crisis communication and their approach to other types of communication.

Two Events, Two Brazils: A Critical Discourse Analysis of the FIFA World Cup and the Olympic Games

The current investigation uses critical discourse analysis to compare how international media entities portrayed Brazil in the 2014 FIFA World Cup and the 2016 Summer Olympics. The aim of the study was to understand how the specific characteristics of each event impact the media discourse and influence the portrayal of the host country. In this sense, the research concluded that the popular appeal of the event and the historical relation of the country with the sport have a profound impact on the type of coverage. Also, historical aspects and the diversity of athletes in the Summer Olympics contributed to a coverage more focused on the social issues of the host country. In the Brazilian case, this resulted in a more positive view of the country from the FIFA World Cup than the Summer Olympics.

Curating a Culture: The Portrayal of Disability Stereotypes by Paralympians on Instagram

Through user-generated posts on Instagram, Paralympians’ self-presentation may mitigate stereotypes associated with disability, counteracting negative assumptions. Using content analyses and paired t tests, visual content posted by Paralympians was examined for the portrayal of disability stereotypes. Compared with the social media content of able-bodied athletes, which typically focus on personal and lifestyle aspects, the majority of the Paralympians’ visual content depicted them engaged in sport or fitness-related activities. By posting content that depicts physical competence and elite abilities, Paralympians may change the narrative to promote the capabilities of athletes with a disability. Through the portrayal of sport and exercise engagement on social media platforms, these Paralympians are potentially mitigating disability stereotypes with the intent to curate a culture that is more accepting and inclusive.

We Love You, We Hate You: Fan Twitter Response to Top College Football Recruits’ Decisions

Using a theoretical underpinning of parasocial interaction—BIRGing (basking in reflected glory) and CORFing (cutting off reflected failure)—this study explored fan reactions to high school athletes’ commitments to play football for National Collegiate Athletic Association Division I programs. A thematic analysis of tweets made by fans during the 2020 recruiting period was examined in two stages: (a) tweets directed toward recruits before they committed to a program and (b) tweets directed toward recruits after they committed. Findings show fan frivolity in regard to identification, as well as a desire to become part of the recruiting process of high school football players. In addition, results yield the possibility of a shift in athlete motivations for social media use, fan association with athletics programs, and how fans cope with unexpected loss. Theoretical and practical implications are further discussed.