International players from Asia: an analysis of text themes in news coverage
by Chia-Chen Yu
International Journal of Sport Management and Marketing (IJSMM), Vol. 6, No. 4, 2009

Abstract: This study examined current trends in news topics and text themes of news coverage in the USA and Taiwan about international players from Asia. Content analysis was used to evaluate news coverage for this study. Ninety-five sampling articles were chosen from the database in the USA while 272 articles were chosen from Taiwan. The results indicated that the media in the USA covered more news stories about international sport marketing than did Taiwan. The results of this study show a win-win situation for the teams in the US and a player's native country. Names of stadiums, league, teams, players and players from Asia are frequently covered in the news articles, which increases readers' and fans' knowledge and name recognition of teams.

Online publication date: Wed, 18-Nov-2009

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