| Summary: | 碩士 === 國立體育學院 === 休閒產業經營學系碩士班 === 96 === FIFA World Cup is the biggest international single item sport competition in the world, attracted most audience to watch the games. Both the games and the behaviors of the famous stars became the focus through the media reports. The appearance of the stars might lead the popular tendency. Therefore, the purposes of this research is to discuss the process of the popular culture of sport being constructed by the media, and reveal the appearance of the popular culture of sport which constructed by the news media, and to understand the orientation and the role played by media in the construction process through the coverage.
This research selected the correlative special coverages and reports in the nationwide-released newspapers from June 1, 2006 to July 20, 2006, which including China Times, The Liberty Times, United Daily News, Apple Daily, China Times Express and Min Sheng Daily; the total of 146 pieces were analyzed as the material of the text analysis.
After the analysis, this research discovered: 1. The Liberty Times and Min Sheng Daily included much more correlative coverage than others as The Liberty Times had a series of reports while Min Sheng Daily always conclude a lot of stylish reports. 2. The media had released most correlative messages in the early time of the popular period, in order to spread the effect for the future. 3. The popular culture of world cup was always concealed under public journalism. 4. The media had presented the reality which the popular culture of world cup was crazed. 5. The popular culture could have positive images. 6. The celebrities let the consumers produce the ‘love me, love my dog’ effect. 7. Participants longed to obtain identification from the popular culture. 8. The popular commodity had contained the special symbolic value in the period.In conclusion, this research verified media not only played a role as a transmitter in the process of the popular cultures being constructed, but also could affect their existence; indeed, the popular cultures were mostly frabicated by the media. In fact, the so-called compsumtion process is all decided by the‘demands’which construted by both dominance and promoter. Thus, consumer became the construction subject of producer and dominance.
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