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Segrare och sponsorer: En komparativ studie av fyra tidningars framställning av Sverigesfyra största motionslopp
Umeå University, Faculty of Arts, Department of culture and media studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Winners and sponsors : A comparative study of four newspapers'reporting of Sweden's four biggest public running races (English)
Abstract [en]

The public running races has become an industry that serves thousands ofdollar every year. In the last ten years the number of participants in raceshas increased by 77 percent in Sweden. During 2012 there were 660 171individuals who choose to start in one of the 284 different races which wasorganized all around Sweden. In order to understand how the media reportsabout the events and how the individual experiences and relates to sport andsport races, the incorporation of gender and agenda setting as a researchtheory has been vital. The aim of this study is also to analyze how the mediareports has changed over time.

A quantitative content analysis was used to examine how the media reportabout the events. A number of variables were formed and used against thematerial. The structure of the variables was based on the aim of the study inrelation to the primary theories of the research. This generated in variablesthat mainly focused on gender and the depiction of winners, athletes,sponsors and the sport.

The results show that there has been a change in how the media chose todepict the events and the people who are related to the events. Women aremuch more prominent in relation to the events now than ten years ago. Thetime periods also differ when it comes to how the media chose to portrayingthe female and male participants. The study show that women is no longerneglected in relations to the races and they may appear with differentcharacteristics. Regarding the sponsors, there has been no change betweenthe time periods. The results show that the sponsors only occur inconnection with the events at exceptional cases. In these cases, the sponsorscarefully adjusted their presence to the media.

Place, publisher, year, edition, pages
2014. , 38 p.
Keyword [sv]
Motionslopp, sponsorer, sport, genus, agenda setting, dagordningsteorin, framing, kvantitativ innehållsanalys, medier, medieinnehåll
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-87853OAI: diva2:712067
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2014-04-16 Created: 2014-04-13 Last updated: 2014-04-16Bibliographically approved

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Kinner, Ida
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