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The Effects of Polysemic Structures on Olympic Viewing

The Effects of Polysemic Structures on Olympic Viewing IJSMS 2/1 19/9/02 12:36 pm Page 39 Effects of Polysemic Structures on Olympic Vie ● Keywords: Events, Olympics, Polysemy, Television Viewing The Effects of Polysemic Structures on Olympic Viewing their interest in two forms of narrative, the gen- Received: 27 January, 2000 res of sport and spectacle, and the presence of layered symbols. Findings were generally con- Executive Summary sistent with expectations from the theory. A common challenge facing sport marketers is Statistical analysis demonstrated significant to generate, increase, and maintain awareness interaction effects for narratives, genres and and interest in their sport properties. The symbols. Audience interest in each increased interest and effort put into viewing sport is their hours of Olympic viewing, their effort to Laurence Cha enhanced when viewers are able to find per- School of Mark watch, and the number of sources of informa- sonal meaning in the broadcast. The theory of Management, tion they used to follow the Games. The pat- polysemic structures (i.e. structures with the Griffith Univers tern of effects was somewhat different for capacity to generate multiple meanings) sug- PMB 50 Gold C women than for men. For the Summer Games, gests that spectator interest in sport events can Centre, Queen http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

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References (16)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-02-01-2000-B004
Publisher site
See Article on Publisher Site

Abstract

IJSMS 2/1 19/9/02 12:36 pm Page 39 Effects of Polysemic Structures on Olympic Vie ● Keywords: Events, Olympics, Polysemy, Television Viewing The Effects of Polysemic Structures on Olympic Viewing their interest in two forms of narrative, the gen- Received: 27 January, 2000 res of sport and spectacle, and the presence of layered symbols. Findings were generally con- Executive Summary sistent with expectations from the theory. A common challenge facing sport marketers is Statistical analysis demonstrated significant to generate, increase, and maintain awareness interaction effects for narratives, genres and and interest in their sport properties. The symbols. Audience interest in each increased interest and effort put into viewing sport is their hours of Olympic viewing, their effort to Laurence Cha enhanced when viewers are able to find per- School of Mark watch, and the number of sources of informa- sonal meaning in the broadcast. The theory of Management, tion they used to follow the Games. The pat- polysemic structures (i.e. structures with the Griffith Univers tern of effects was somewhat different for capacity to generate multiple meanings) sug- PMB 50 Gold C women than for men. For the Summer Games, gests that spectator interest in sport events can Centre, Queen

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Mar 1, 2000

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