Set the agenda like Beckham: a professional sports league's use of YouTube to disseminate messages to its users Online publication date: Sat, 21-Feb-2015
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: Sat, 21-Feb-2015
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com