| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 104 === This study is a media content analysis of Taiwanese baseball player Wei-Yin Chen who plays in the United States. His outstanding performance has played a role in the shaping of the cultural movement of baseball between Taiwan and the United States. Content from the United Daily News Network, Liberty Times and Apple Daily newspapers were consulted using the search term: "Wei-Yin Chen" during the post two-week periods of Chen’s first contract, first win, and second contract. A total of 444 news reports were found. The construction of six categories from literature review as points of analysis represented the basis for a semi-structured coding. First, individual identity value is driven by high salary of contract and Wei-Yin Chen’s charisma. Second, Wei-Yin Chen’s role on the team was recognized for his value and contribution to the team efforts with other players to produce the team's support and loyalty of fans. Third, concerning Taiwan's professional baseball and baseball operation managers’ reflection, in addition to nurture good players, the focus was on the cultivation of talent, senior baseball player's career development and players’ health care. Fourth, an economic ripple effect of Wei-Yin Chen on the sports industry was primarily from Chen’s media exposure and his high salary contract with MLB (Major League Baseball). Fifth, a social impact was on children who like to play baseball and see the opportunities to pursue their success in the sport. Sixth, after the globalization of value of Wei-Yin Chen to international sport, it is through the effects of the media to produce the impact of glocalization on Taiwanese sports culture.
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