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84889

Marketing to Minority Groups through MLB Coverage: An Examination of Two U.S. Sport Magazines

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Last updated: 25 Dec 2024

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Abstract

Major League Baseball (MLB) is the most racially diverse professional sport league in the United States out of the three largest leagues (Lapchick, 2009a, 2009b, 2009c). The U.S. Census Bureau (2008) reports that the racial makeup of the U.S. is also becoming increasingly diverse, and according toFahmy (2010), minorities continue to show increased buying power. Therefore, it is important to understand the extent to which sport media outlets are marketing to minority groups through their coverage of diverse athletes. This study employed a content analysis methodology and examined MLB coverage in Sports Illustrated and ESPN The Magazine over an eight-year time period. The findings revealed no statistically significant differences between the percentage of coverage given to White, Black, Latino, and Asian MLB players and the percentages of players from each race in the league, nor between the percentages of each race in the U.S. population. Both magazines exhibited a trend of focusing coverage on mostly White and Black MLB players over the last few years, however, and implications from the findings, limitations of the study, and ideas for future researchare explained in the discussion and conclusion sections.

DOI

10.21608/jass.2011.84889

Keywords

marketing, Minority Groups, Major League Baseball (MLB)

Authors

First Name

Andrea

Last Name

N. Eagleman

MiddleName

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Affiliation

Department of Sport Management, Indiana University-Purdue University, United States

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Volume

1

Article Issue

1

Related Issue

12772

Issue Date

2011-03-01

Receive Date

2011-01-01

Publish Date

2011-03-01

Page Start

126

Page End

134

Print ISSN

2357-0024

Online ISSN

2357-0059

Article File

JASS_Volume 1_Issue 1_Pages 126-134.pdf

PDF . 149.0kB

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https://jassalexu.journals.ekb.eg/article_84889.html

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https://jassalexu.journals.ekb.eg/service?article_code=84889

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12

Type

Original Article

Type Code

1,203

Publication Type

Journal

Publication Title

Journal of Applied Sports Science

Publication Link

https://jassalexu.journals.ekb.eg/

MainTitle

Marketing to Minority Groups through MLB Coverage: An Examination of Two U.S. Sport Magazines

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Article

Created At

22 Jan 2023