Collections > Electronic Theses and Dissertations > A Media Content Analysis of the NCAA: In-Game Advertising during the Men's College World Series

The National Collegiate Athletic Association (NCAA) is charged with keeping college sport amateur yet required to make millions of dollars for the member institutions. This dichotomy deals with conflicting institutional logics in college sport: education versus commercialism. The purpose of this study was twofold, first to examine the television coverage provided during the NCAA Men's College World Series (CWS) exploring the non-programmatic messaging taking place in the Entertainment and Sports Programming Network (ESPN) broadcasts. Second, to determine which institutional logic (NCAA [educational mission] vs. ESPN [corporate broadcasting mission]) was reflective in the non-programmatic content within the CWS broadcasts. A sample of the 2009 CWS ESPN broadcasts (N=5) was utilized. Consistent with content analysis guidelines and to ensure intercoder reliability, two trained coders viewed the games and recorded non-programmatic messages. The results determined the dominant institutional logic (ESPN [Corporate Broadcasting mission]) emerged in the CWS broadcasts.