| Summary: | 碩士 === 臺北市立體育學院 === 運動教育研究所 === 100 === The mass media have a far-reaching influence on people’s daily life. From the gatekeeper theory it can be found that media report contents are “modified”, known as the “media reality.” According to the social cognitive learning theory proposed by Bandura, it was mentioned that cognitive learning is not only acquired through learning and imitation, but is also generated through media news watching that in turn promotes learning. According to the acculturation theory, it was even pointed out that TV viewers under no pressure can learn inadvertently, and they believe in the world depicted on TV, thus forming values and concepts that are consistent with the TV contents. Sports news is one of the main items covered by the major media. Purpose: to understand what elite athletes cognitions are produced by sports news reports, and how they affect the athletes. Method: In this study, the multiple case study method used in case studies was adopted. Additionally, the in-depth interview was used to collect relevant data. The data analysis method adopted was the thematic analysis method. In this study, the three elite athletes of different media focuses were selected as the research participants. Results: in the discussion and analysis, the respondents’ past experiences were divided into: media power, media interpretation, media pressure, and media prediction. Conclusions and recommendations: 1. The findings show that the athletes were not good at expressing themselves before the media; and 2. The acculturation effects in some situations can reduce the acculturation effects.
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