Agenda-setting and La Copa Mundial: marketing through agenda-setting on soccer blogs during the 2010 World Cup
by Lauren M. Burch; Evan L. Frederick; Matthew H. Zimmerman; Galen E. Clavio
International Journal of Sport Management and Marketing (IJSMM), Vol. 10, No. 3/4, 2011

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 blogs (i.e., mainstream media) and blogs from a popular soccer website, (i.e., independent-fan media). Results indicated differences among secondary foci. Also, there was an overall trend to give increased coverage to countries that played fewer matches than the World Cup finalists. The implications of these findings will be discussed further.

Online publication date: Sat, 21-Feb-2015

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