Set the agenda like Beckham: a professional sports league's use of YouTube to disseminate messages to its users
by Matthew H. Zimmerman; Galen E. Clavio; Choong Hoon Lim
International Journal of Sport Management and Marketing (IJSMM), Vol. 10, No. 3/4, 2011

Abstract: The popularity of the video aggregation website YouTube has led some sporting organisations to establish a presence on the site. These can come in the form of channels, web pages that host all of a user's video clips. Other YouTube users can subscribe to these channels, meaning a channel's updates appear on a user's YouTube home page. Among the entities utilising this inexpensive way of disseminating video messages is 16-year-old professional soccer league Major League Soccer (MLS). Researchers examined whether a sport organisation (i.e., MLS) can use such a website to practice agenda-setting through the posting of certain kinds of videos. Results showed that agenda-setting is being accomplished on a small scale, but can potentially be accomplished on a larger scale by using YouTube as if it were a traditional mass medium.

Online publication date: Mon, 09-Jan-2012

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