Exploring the signalling potential of mega-sporting events : an analysis of the 2010 FIFA World Cup in South Africa

 

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dc.contributor.advisor Botha, Elsamari en_ZA
dc.contributor.advisor George, Richard en_ZA
dc.contributor.author Jenkins, David en_ZA
dc.date.accessioned 2016-07-20T12:30:50Z
dc.date.available 2016-07-20T12:30:50Z
dc.date.issued 2016 en_ZA
dc.identifier.citation Jenkins, D. 2016. Exploring the signalling potential of mega-sporting events : an analysis of the 2010 FIFA World Cup in South Africa. University of Cape Town. en_ZA
dc.identifier.uri http://hdl.handle.net/11427/20535
dc.description.abstract Mega-sporting events such as the 2008 Olympic Games in Beijing, the 2010 FIFA World Cup in South Africa and the 2014 FIFA World Cup in Brazil have been observed to serve as highly influential tools for the promotion of positive media impressions surrounding the host destination. Drawing from the field of existing knowledge surrounding the sociology of sport, the media and media content analysis, this study reports on a media content analysis conducted on the local news coverage of the 2010 FIFA World Cup in selected South African newspapers. Monitoring coverage over and eight-year pre- and post-event period, the analysis identified five principal themes: stadiums; safety and security; Bafana-Bafana; social-impact; and economic-impact. The findings indicated a cyclical-type shift in conversation, where focus was placed on impressions of host-nation capabilities and readiness in the lead up to the event, to profound euphoria, unity and pride during the hosting stages of the event, and finally onto critical impact and legacy evaluation in the post-event phase. The sentiment of the coverage was largely balanced across all periods, with the total number of positive references only slightly exceeding that of negative references. These findings serve as critical insight to the work of event organisers, media managers and policy developers alike, whom all hold a vested interest in managing the perceived impressions of mega-sporting events. Practical implications for these stakeholders include: i) establishing greater clarity with respect to the overall signalling benefits of mega-sporting; and ii) informing media management campaigns to reinforce the power of mega-sporting events as a positive reference point - especially in the post-event legacy period. en_ZA
dc.language.iso eng en_ZA
dc.subject.other Marketing en_ZA
dc.title Exploring the signalling potential of mega-sporting events : an analysis of the 2010 FIFA World Cup in South Africa en_ZA
dc.type Master Thesis
uct.type.publication Research en_ZA
uct.type.resource Thesis en_ZA
dc.publisher.institution University of Cape Town
dc.publisher.faculty Faculty of Commerce en_ZA
dc.publisher.department School of Management Studies en_ZA
dc.type.qualificationlevel Masters
dc.type.qualificationname MBusSc en_ZA
uct.type.filetype Text
uct.type.filetype Image
dc.identifier.apacitation Jenkins, D. (2016). <i>Exploring the signalling potential of mega-sporting events : an analysis of the 2010 FIFA World Cup in South Africa</i>. (Thesis). University of Cape Town ,Faculty of Commerce ,School of Management Studies. Retrieved from http://hdl.handle.net/11427/20535 en_ZA
dc.identifier.chicagocitation Jenkins, David. <i>"Exploring the signalling potential of mega-sporting events : an analysis of the 2010 FIFA World Cup in South Africa."</i> Thesis., University of Cape Town ,Faculty of Commerce ,School of Management Studies, 2016. http://hdl.handle.net/11427/20535 en_ZA
dc.identifier.vancouvercitation Jenkins D. Exploring the signalling potential of mega-sporting events : an analysis of the 2010 FIFA World Cup in South Africa. [Thesis]. University of Cape Town ,Faculty of Commerce ,School of Management Studies, 2016 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/20535 en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Jenkins, David AB - Mega-sporting events such as the 2008 Olympic Games in Beijing, the 2010 FIFA World Cup in South Africa and the 2014 FIFA World Cup in Brazil have been observed to serve as highly influential tools for the promotion of positive media impressions surrounding the host destination. Drawing from the field of existing knowledge surrounding the sociology of sport, the media and media content analysis, this study reports on a media content analysis conducted on the local news coverage of the 2010 FIFA World Cup in selected South African newspapers. Monitoring coverage over and eight-year pre- and post-event period, the analysis identified five principal themes: stadiums; safety and security; Bafana-Bafana; social-impact; and economic-impact. The findings indicated a cyclical-type shift in conversation, where focus was placed on impressions of host-nation capabilities and readiness in the lead up to the event, to profound euphoria, unity and pride during the hosting stages of the event, and finally onto critical impact and legacy evaluation in the post-event phase. The sentiment of the coverage was largely balanced across all periods, with the total number of positive references only slightly exceeding that of negative references. These findings serve as critical insight to the work of event organisers, media managers and policy developers alike, whom all hold a vested interest in managing the perceived impressions of mega-sporting events. Practical implications for these stakeholders include: i) establishing greater clarity with respect to the overall signalling benefits of mega-sporting; and ii) informing media management campaigns to reinforce the power of mega-sporting events as a positive reference point - especially in the post-event legacy period. DA - 2016 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2016 T1 - Exploring the signalling potential of mega-sporting events : an analysis of the 2010 FIFA World Cup in South Africa TI - Exploring the signalling potential of mega-sporting events : an analysis of the 2010 FIFA World Cup in South Africa UR - http://hdl.handle.net/11427/20535 ER - en_ZA


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