Agenda-setting and La Copa Mundial: marketing through agenda-setting on soccer blogs during the 2010 World Cup. (1st January 2011)

• Record Type: Journal Article
• Authors: Burch, Lauren M.; Frederick, Evan L.; Zimmerman, Matthew H.; Clavio, Galen E.
• Is Part Of: International journal of sport management and marketing. Volume 10:Number 3/4(2011)
• Page Start: 213
• Page End: 231
• Publication Date: 2011-01-01
• Subjects: agenda-setting theory -- sport marketing -- online media -- World Cup 2010 -- blogs -- ESPN -- Big Soccer -- mainstream media -- independent media -- content analysis -- sport communication; Sports administration -- Periodicals; Sports -- Marketing -- Periodicals; 796.069
• DOI: 10.1504/IJSMM.2011.044791
• Languages: English
• ISSNs: 1475-8962

Abstract

Media coverage for the 2010 World Cup in South Africa included US-based sports television network ESPN. Along with its television coverage, ESPN's website featured two blogs, specifically dedicated to the coverage of the 2010 World Cup. However, ESPN was not the only online outlet covering the event. Therefore, using agenda-setting theory, this study attempted to determine if the nature of World Cup coverage differed significantly between