In June 2021, U.S. Track and Field athlete Shelby Houlihan announced that she had tested positive for the performance-enhancing drug nandrolone and would not be competing in the upcoming Olympic trials. Maintaining her innocence, Houlihan engaged in numerous defense strategies claiming that a contaminated pork burrito accounted for the positive test. Given the unique nature of Houlihan’s defense, the present case study sought to examine both Houlihan’s use of apologia to defend herself against doping allegations and the antapologia (i.e., response) to Houlihan’s attempts at image repair. Analysis of Houlihan’s apologia suggests that despite her status as a relatively unknown female athlete, the use of social media facilitated the implementation of image-repair tactics typically used by more recognizable athletes and other public figures. The investigation of antapologia implies both a new approach to antapologia and that less recognizable athletes’ attempts at image repair are taken less seriously.
{"title":"A Case-Study Examination of the Apologia and Antapologia of U.S. Track and Field Athlete Shelby Houlihan","authors":"Robert Hoffman, Chris Corr, Christina L.L. Martin","doi":"10.1123/ijsc.2023-0233","DOIUrl":"https://doi.org/10.1123/ijsc.2023-0233","url":null,"abstract":"In June 2021, U.S. Track and Field athlete Shelby Houlihan announced that she had tested positive for the performance-enhancing drug nandrolone and would not be competing in the upcoming Olympic trials. Maintaining her innocence, Houlihan engaged in numerous defense strategies claiming that a contaminated pork burrito accounted for the positive test. Given the unique nature of Houlihan’s defense, the present case study sought to examine both Houlihan’s use of apologia to defend herself against doping allegations and the antapologia (i.e., response) to Houlihan’s attempts at image repair. Analysis of Houlihan’s apologia suggests that despite her status as a relatively unknown female athlete, the use of social media facilitated the implementation of image-repair tactics typically used by more recognizable athletes and other public figures. The investigation of antapologia implies both a new approach to antapologia and that less recognizable athletes’ attempts at image repair are taken less seriously.","PeriodicalId":43939,"journal":{"name":"International Journal of Sport Communication","volume":"98 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136307038","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
A frame analysis was conducted of recent coverage by sports journalists of the on-again off-again possibility that Colin Kaepernick might sign a contract to play with a team in the National Football League (NFL). Kaepernick was blacklisted by league and team officials angry at, and hoping to avert public backlash from, Kaepernick’s 2016 decision to kneel during the national anthem to protest systemic police brutality and mass incarceration. The analysis enabled the creation of champions, distractions, exile, futility, impact, and spectacle frames. The analysis affirms that journalists may be priming readers to conclude that the NFL has learned its lesson, that some officials should be congratulated for generating the bravery to welcome Kaepernick back to the league and commended for their newfound insights about racism. The episodic frames emerging from coverage of the tryouts and a possible signing affirm that the “new appreciation” of Kaepernick has become a nonthreatening reverence for his place in history. Kaepernick’s exile now reads like a one-off, an outlier, rather than a glaring example of the systemic racism that still infects the league. Frames affirm that the NFL—with help from the nation’s sports writers and commentators—has taken control of the narrative with which fans process an athlete’s activism. They have legitimized the narrow space provided by the league for player protest.
{"title":"His Work Here Is Done: How Sports Journalists and Commentators Framed Colin Kaepernick’s Possible Return to the National Football League","authors":"R. Bishop, Amanda R Milo","doi":"10.1123/ijsc.2023-0190","DOIUrl":"https://doi.org/10.1123/ijsc.2023-0190","url":null,"abstract":"A frame analysis was conducted of recent coverage by sports journalists of the on-again off-again possibility that Colin Kaepernick might sign a contract to play with a team in the National Football League (NFL). Kaepernick was blacklisted by league and team officials angry at, and hoping to avert public backlash from, Kaepernick’s 2016 decision to kneel during the national anthem to protest systemic police brutality and mass incarceration. The analysis enabled the creation of champions, distractions, exile, futility, impact, and spectacle frames. The analysis affirms that journalists may be priming readers to conclude that the NFL has learned its lesson, that some officials should be congratulated for generating the bravery to welcome Kaepernick back to the league and commended for their newfound insights about racism. The episodic frames emerging from coverage of the tryouts and a possible signing affirm that the “new appreciation” of Kaepernick has become a nonthreatening reverence for his place in history. Kaepernick’s exile now reads like a one-off, an outlier, rather than a glaring example of the systemic racism that still infects the league. Frames affirm that the NFL—with help from the nation’s sports writers and commentators—has taken control of the narrative with which fans process an athlete’s activism. They have legitimized the narrow space provided by the league for player protest.","PeriodicalId":43939,"journal":{"name":"International Journal of Sport Communication","volume":"50 1","pages":""},"PeriodicalIF":1.8,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86112834","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Athletes face unique mental health stressors, including internal/external pressure, time displacement, and physical injury. In addition, athletes who experience mental illnesses such as depression and anxiety reference the role of social factors—specifically stigma—as barriers to mental health. The present study draws on 37 testimonials from The Players’ Tribune in which athletes disclosed mental illness. A theoretical thematic analysis pinpointed themes within the testimonials of athletes who elucidated and refuted myths concerning mental health in sport. Through disclosure, the athletes challenged stigma by protesting myths that discourage help-seeking behavior in sport. The analysis identified six themes in the myths concerning (a) professional success, (b) strength, (c) identity, (d) the sports story treatment of mental health, (e) sport as escape, and (f) isolation. Implications are discussed in relation to changing social norms in sport.
{"title":"“This Isn’t a Sports Story . . . This Is a Life Story”: Elite Athletes and Myths About Mental Illness in Sport","authors":"Scott Parrott","doi":"10.1123/ijsc.2023-0075","DOIUrl":"https://doi.org/10.1123/ijsc.2023-0075","url":null,"abstract":"Athletes face unique mental health stressors, including internal/external pressure, time displacement, and physical injury. In addition, athletes who experience mental illnesses such as depression and anxiety reference the role of social factors—specifically stigma—as barriers to mental health. The present study draws on 37 testimonials from The Players’ Tribune in which athletes disclosed mental illness. A theoretical thematic analysis pinpointed themes within the testimonials of athletes who elucidated and refuted myths concerning mental health in sport. Through disclosure, the athletes challenged stigma by protesting myths that discourage help-seeking behavior in sport. The analysis identified six themes in the myths concerning (a) professional success, (b) strength, (c) identity, (d) the sports story treatment of mental health, (e) sport as escape, and (f) isolation. Implications are discussed in relation to changing social norms in sport.","PeriodicalId":43939,"journal":{"name":"International Journal of Sport Communication","volume":"74 1","pages":""},"PeriodicalIF":1.8,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85190708","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The sport industry is at an inflection point where all major professional sport leagues in North America are struggling to attract the same avid fans, once a staple within the industry. Furthermore, not only are the number of avid fans decreasing, the average age of avid sport fans is increasing. In other words, the current state of the sport industry indicates that fans are decreasing in number while simultaneously aging out of traditional professional sports. The current study aimed to investigate the ability of a traditional sport, NASCAR (National Association for Stock Car Auto Racing) in this case, to utilize an esport, iRacing, to attract new and more diverse fans. Through a partnership with Zoomph, Twitter content was analyzed and revealed the shift from traditional racing to iRacing by NASCAR. Due to the COVID-19 pandemic, it assisted them in attracting new, more diverse fans whose sentiment on Twitter was positive. Overall, the current study demonstrated that traditional sport properties may be well served by tapping into the esport space in an authentic way to enhance their core product(s).
{"title":"From Gearshifts to Gigabytes: An Analysis of How NASCAR Used iRacing to Engage Fans During the COVID-19 Shutdown","authors":"G. Greenhalgh, Chad Goebert","doi":"10.1123/ijsc.2023-0145","DOIUrl":"https://doi.org/10.1123/ijsc.2023-0145","url":null,"abstract":"The sport industry is at an inflection point where all major professional sport leagues in North America are struggling to attract the same avid fans, once a staple within the industry. Furthermore, not only are the number of avid fans decreasing, the average age of avid sport fans is increasing. In other words, the current state of the sport industry indicates that fans are decreasing in number while simultaneously aging out of traditional professional sports. The current study aimed to investigate the ability of a traditional sport, NASCAR (National Association for Stock Car Auto Racing) in this case, to utilize an esport, iRacing, to attract new and more diverse fans. Through a partnership with Zoomph, Twitter content was analyzed and revealed the shift from traditional racing to iRacing by NASCAR. Due to the COVID-19 pandemic, it assisted them in attracting new, more diverse fans whose sentiment on Twitter was positive. Overall, the current study demonstrated that traditional sport properties may be well served by tapping into the esport space in an authentic way to enhance their core product(s).","PeriodicalId":43939,"journal":{"name":"International Journal of Sport Communication","volume":"30 1","pages":""},"PeriodicalIF":1.8,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76962253","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
National Collegiate Athletic Association (NCAA) coaches are among the most visible leaders on campuses. With recent calls for diversity efforts, coaches are faced with decisions regarding supporting or promoting their teams’ and athletes’ racial justice actions on team social media accounts. However, sport information staff often manage the team’s social media strategy and may not reflect the coaches’ goals. Framed by the theory of racialized organizations, we examined NCAA coaches’ attitudes toward their athletic department’s role in social media activism on their team pages. We surveyed 174 coaches across divisions and investigated differences based on coaches’ gender, race, and division. Findings suggest that coaches supported activism but were less confident in the role of the athletic department in posting about racial justice on team accounts. Interpreting results through the theory of racialized organizations, coaches, specifically White coaches, may view their college athletic departments as race-neutral organizations. There is opportunity for those managing team platforms to further promote social justice messaging to demonstrate organizational support.
{"title":"A Critical Analysis of Coaches’ Perceptions of Athletic Department Involvement in Team-Related Social Media Activism","authors":"Natalie Bunch, Beth A. Cianfrone, Lauren Beasley","doi":"10.1123/ijsc.2023-0135","DOIUrl":"https://doi.org/10.1123/ijsc.2023-0135","url":null,"abstract":"National Collegiate Athletic Association (NCAA) coaches are among the most visible leaders on campuses. With recent calls for diversity efforts, coaches are faced with decisions regarding supporting or promoting their teams’ and athletes’ racial justice actions on team social media accounts. However, sport information staff often manage the team’s social media strategy and may not reflect the coaches’ goals. Framed by the theory of racialized organizations, we examined NCAA coaches’ attitudes toward their athletic department’s role in social media activism on their team pages. We surveyed 174 coaches across divisions and investigated differences based on coaches’ gender, race, and division. Findings suggest that coaches supported activism but were less confident in the role of the athletic department in posting about racial justice on team accounts. Interpreting results through the theory of racialized organizations, coaches, specifically White coaches, may view their college athletic departments as race-neutral organizations. There is opportunity for those managing team platforms to further promote social justice messaging to demonstrate organizational support.","PeriodicalId":43939,"journal":{"name":"International Journal of Sport Communication","volume":"10 1","pages":""},"PeriodicalIF":1.8,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89646129","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
"Interview With Anthony Edgar, Former Head of International Olympic Committee Media Operations, Chair of the International Olympic Committee Press Committee" published on 28 Sep 2023 by Human Kinetics.
{"title":"Interview With Anthony Edgar, Former Head of International Olympic Committee Media Operations, Chair of the International Olympic Committee Press Committee","authors":"Wei Wei, Changjie Chen","doi":"10.1123/ijsc.2023-0223","DOIUrl":"https://doi.org/10.1123/ijsc.2023-0223","url":null,"abstract":"\"Interview With Anthony Edgar, Former Head of International Olympic Committee Media Operations, Chair of the International Olympic Committee Press Committee\" published on 28 Sep 2023 by Human Kinetics.","PeriodicalId":43939,"journal":{"name":"International Journal of Sport Communication","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135801171","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Chris Corr, R. Southall, Crystal Southall, Richard J. Hart
Football Bowl Subdivision (FBS) football games are presented in a hypercommercialized manner by television broadcast networks through the targeted use of in-game graphics and corporatized content. While commercialized FBS football broadcast components have been analyzed within the frameworks of a hypercommercialized National Collegiate Athletic Association and media institutional logics, an analysis of commentator language has yet to be examined within the larger institutional field of FBS football broadcasts. Utilizing agenda setting and media framing as frameworks, this case study examined the manner in which commentators frame FBS football players as professionals in a hypercommercialized institutional setting. From a sample of 18 FBS bowl games during the 2019–20 season, discourse and thematic analysis reveal that commentators frame FBS football players in the context of their future professional opportunities (i.e., National Football League). The framing of FBS football players as professionals aligns with extant literature examining the broader institutional field of broadcast media and logics pervasive in the National Collegiate Athletic Association as an organization. The commodification of FBS football players as integral components to strategic programmatic content promoting future broadcast programming is discussed.
{"title":"Hyperprofessionalized and Commodified: A Case Study Examination of FBS Bowl Games and the Utilization of Football Players as Programmatic Promotional Material","authors":"Chris Corr, R. Southall, Crystal Southall, Richard J. Hart","doi":"10.1123/ijsc.2022-0200","DOIUrl":"https://doi.org/10.1123/ijsc.2022-0200","url":null,"abstract":"Football Bowl Subdivision (FBS) football games are presented in a hypercommercialized manner by television broadcast networks through the targeted use of in-game graphics and corporatized content. While commercialized FBS football broadcast components have been analyzed within the frameworks of a hypercommercialized National Collegiate Athletic Association and media institutional logics, an analysis of commentator language has yet to be examined within the larger institutional field of FBS football broadcasts. Utilizing agenda setting and media framing as frameworks, this case study examined the manner in which commentators frame FBS football players as professionals in a hypercommercialized institutional setting. From a sample of 18 FBS bowl games during the 2019–20 season, discourse and thematic analysis reveal that commentators frame FBS football players in the context of their future professional opportunities (i.e., National Football League). The framing of FBS football players as professionals aligns with extant literature examining the broader institutional field of broadcast media and logics pervasive in the National Collegiate Athletic Association as an organization. The commodification of FBS football players as integral components to strategic programmatic content promoting future broadcast programming is discussed.","PeriodicalId":43939,"journal":{"name":"International Journal of Sport Communication","volume":"65 1","pages":""},"PeriodicalIF":1.8,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74323165","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Vivien Schibblock, Joanne Hinds, M. Kopp, M. Schnitzer
Social media sites are rich communication and marketing tools used by athletes to promote their “brand” and interact with fans. Indeed, the proliferation of social media has led to athletes promoting themselves across multiple platforms. This study examined how the world’s top 10 professional alpine skiing athletes used social media to present themselves and engage with fans during the 2017–18 World Cup and 2018 Winter Olympic Games. The data for the latest Winter Olympic Games in 2022 (organized under changed circumstances because of COVID-19) were not available for this study at the time of finalization. Guided by self-presentation theory, this study used a content analysis to examine how athletes presented themselves in social media photographs. The results demonstrated that athletes employed similar posting patterns across the social media platforms (i.e., Facebook, Twitter, and Instagram). The posting distribution per athlete and channel was different, as some athletes used the same posts across all channels. Twitter boasted the highest posting frequency. Based on the coded social media posts, athletes’ self-presentation mainly focused on business life content. Thus, they appeared as dressed but posed, a finding that aligns with Goffman’s notion of front-stage performance. This case study extends the literature as it involves an analysis of self-presentation across multiple channels, comparing two international events while using a sample of one sport.
{"title":"Self-Presentation and Social Media Usage: A Case Study of Professional Alpine Skiing Athletes During the Winter Olympic Games and World Cup","authors":"Vivien Schibblock, Joanne Hinds, M. Kopp, M. Schnitzer","doi":"10.1123/ijsc.2022-0047","DOIUrl":"https://doi.org/10.1123/ijsc.2022-0047","url":null,"abstract":"Social media sites are rich communication and marketing tools used by athletes to promote their “brand” and interact with fans. Indeed, the proliferation of social media has led to athletes promoting themselves across multiple platforms. This study examined how the world’s top 10 professional alpine skiing athletes used social media to present themselves and engage with fans during the 2017–18 World Cup and 2018 Winter Olympic Games. The data for the latest Winter Olympic Games in 2022 (organized under changed circumstances because of COVID-19) were not available for this study at the time of finalization. Guided by self-presentation theory, this study used a content analysis to examine how athletes presented themselves in social media photographs. The results demonstrated that athletes employed similar posting patterns across the social media platforms (i.e., Facebook, Twitter, and Instagram). The posting distribution per athlete and channel was different, as some athletes used the same posts across all channels. Twitter boasted the highest posting frequency. Based on the coded social media posts, athletes’ self-presentation mainly focused on business life content. Thus, they appeared as dressed but posed, a finding that aligns with Goffman’s notion of front-stage performance. This case study extends the literature as it involves an analysis of self-presentation across multiple channels, comparing two international events while using a sample of one sport.","PeriodicalId":43939,"journal":{"name":"International Journal of Sport Communication","volume":"25 1","pages":""},"PeriodicalIF":1.8,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90793156","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This content analysis builds on past studies done on media coverage, rhetorical analyses, and journalistic role enactment by examining American and Russian news publications’ (N = 422) coverage of American and Russian doping scandals between 2013 and 2016. This time frame was selected because it was the height of Lance Armstrong and Major League Baseball doping coverage in the United States and the height of Olympic track-and-field doping coverage in Russia. It also fell between the time the World Anti-Doping Agency ratified its third code, which gave the antidoping organization the authority to conduct independent investigations. The study investigates media framing from the midpoint of the scandal, after the sports persona or sports entity denied using performance-enhancing drugs. Whether American and Russian coverage differ in the use of episodic and thematic frames, where blame is placed, and whether episodic or thematic framing predicts blame placement were all examined. Furthermore, the study investigates both nations’ coverage of “their own” athletes and of athletes from the other nation and analyzes whether or how the rhetorical posture of denial leads to adversarial journalism as a role enactment in coverage of sport-related scandals.
这项内容分析建立在过去对媒体报道、修辞分析和新闻角色设定的研究基础上，研究了美国和俄罗斯新闻出版物(N = 422)在2013年至2016年期间对美国和俄罗斯兴奋剂丑闻的报道。之所以选择这个时间段，是因为这是兰斯·阿姆斯特朗(Lance Armstrong)和美国职业棒球大联盟(Major League Baseball)兴奋剂报道在美国的高峰期，也是奥运会田径兴奋剂报道在俄罗斯的高峰期。这也发生在世界反兴奋剂机构(World Anti-Doping Agency)批准其第三条准则期间，该准则赋予了该反兴奋剂组织进行独立调查的权力。这项研究调查了媒体从丑闻的中间点开始的框架，在体育人物或体育实体否认使用提高成绩的药物之后。美国和俄罗斯的报道是否在使用情景和主题框架方面有所不同，在何处放置指责，以及情景或主题框架是否预测指责的位置都被检查了。此外，该研究还调查了两国对“本国”运动员和其他国家运动员的报道，并分析了否认的修辞姿态是否或如何导致对抗性新闻作为体育相关丑闻报道中的角色设定。
{"title":"Dope and Deny: A Comparative Study of News Frames in American and Russian Coverage of American and Russian Athletes","authors":"S. Reed, J. Harker","doi":"10.1123/ijsc.2022-0058","DOIUrl":"https://doi.org/10.1123/ijsc.2022-0058","url":null,"abstract":"This content analysis builds on past studies done on media coverage, rhetorical analyses, and journalistic role enactment by examining American and Russian news publications’ (N = 422) coverage of American and Russian doping scandals between 2013 and 2016. This time frame was selected because it was the height of Lance Armstrong and Major League Baseball doping coverage in the United States and the height of Olympic track-and-field doping coverage in Russia. It also fell between the time the World Anti-Doping Agency ratified its third code, which gave the antidoping organization the authority to conduct independent investigations. The study investigates media framing from the midpoint of the scandal, after the sports persona or sports entity denied using performance-enhancing drugs. Whether American and Russian coverage differ in the use of episodic and thematic frames, where blame is placed, and whether episodic or thematic framing predicts blame placement were all examined. Furthermore, the study investigates both nations’ coverage of “their own” athletes and of athletes from the other nation and analyzes whether or how the rhetorical posture of denial leads to adversarial journalism as a role enactment in coverage of sport-related scandals.","PeriodicalId":43939,"journal":{"name":"International Journal of Sport Communication","volume":"1 1","pages":""},"PeriodicalIF":1.8,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89069384","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Olympic mascots are important marketing tools for the Olympic Games, as they can communicate the meaning of the games. However, there is limited understanding on how to effectively design Olympic mascots as a marketing communication tool. This study focused on understanding how design elements of Olympic mascots influence fans’ perceptions, attitude, and purchase intention. An online experiment, featured in a 2 (design types: anthropomorphic animal, abstract) × 2 (Olympic brand cues: presence, absence) mixed subject design, was conducted. The results showed that animal mascots received significantly higher ratings than abstract mascots in terms of design perception, attitude, and purchase intention. This study demonstrates how the visual design of Olympic mascots influences consumer perception, attitude, and behavior. Our research has bridged this gap by exploring the effects of Olympic mascot design and Olympic symbols as an important marketing communication tool.
{"title":"An Analysis of Olympic Mascot Design Toward Attitude and Purchase Intention","authors":"Amanda Palladino, Minkyo Lee, Xiaochen Zhou","doi":"10.1123/ijsc.2022-0052","DOIUrl":"https://doi.org/10.1123/ijsc.2022-0052","url":null,"abstract":"Olympic mascots are important marketing tools for the Olympic Games, as they can communicate the meaning of the games. However, there is limited understanding on how to effectively design Olympic mascots as a marketing communication tool. This study focused on understanding how design elements of Olympic mascots influence fans’ perceptions, attitude, and purchase intention. An online experiment, featured in a 2 (design types: anthropomorphic animal, abstract) × 2 (Olympic brand cues: presence, absence) mixed subject design, was conducted. The results showed that animal mascots received significantly higher ratings than abstract mascots in terms of design perception, attitude, and purchase intention. This study demonstrates how the visual design of Olympic mascots influences consumer perception, attitude, and behavior. Our research has bridged this gap by exploring the effects of Olympic mascot design and Olympic symbols as an important marketing communication tool.","PeriodicalId":43939,"journal":{"name":"International Journal of Sport Communication","volume":"1 1","pages":""},"PeriodicalIF":1.8,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79634446","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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