Degree Name

MA (Master of Arts)

Program

Communication, Professional

Date of Award

12-2008

Committee Chair or Co-Chairs

Patricia A. Cutspec

Committee Members

James J. Mooney, Brian C. Smith

Abstract

NASCAR has become one of America's fastest growing spectator sports, and corporate sponsors have played an important part in this upsurge in popularity. Race teams, drivers, and sanctioning bodies use the income that sponsors provide to operate at NASCAR events. This study provides an analysis of how corporate sponsorships have changed the way that NASCAR is presented in print journalism. Using Burke's method of indexing, NASCAR-related titles in the New York Times and the Johnson City Press from 1950 to present day are analyzed. The analysis reveals not only a steady increase in the number of NASCAR-related titles, but 4 indices of meaning that are most often used (Specific Races/Locations, NASCAR, Specific Names, and Sponsors) and that organizations should consider before they plan to promote their products using NASCAR.

Document Type

Thesis - Open Access

Copyright

Copyright by the authors.

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