Marketing to Minority Groups through MLB Coverage: An Examination of Two U.S. Sport Magazines
Abstract: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 a… Show more
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