MA, University of Cincinnati, 2015, Arts and Sciences: Communication

This thesis examines the pervasiveness of nationalistic rhetoric and narratives in soccer-related media. The rhetorical strategies used by commentators, analysts, and fans to fit the United States Men's Nation Team into the myth of American Exceptionalism are analyzed. First, four broadcasted soccer matches in which the United States played Mexico are analyzed, along with the available prematch, halftime, and postmatch studio coverage, in order to explain the growth of an exceptionally American storyline known as the Dos a Cero myth. Afterward, an analysis of fan responses to World Cup-related threads on a popular social media site are analyzed for nationalistic rhetoric and narrative content. This thesis offers insight into the ubiquitous nature of the myth of American Exceptionalism, showing the tactics used by Americans to rhetorically twist the facts to fit their preferred reality of an America that always triumphs in the end.

Committee: Eric Jenkins Ph.D. (Committee Chair); Stephen Depoe Ph.D. (Committee Member); John Lynch Ph.D. (Committee Member) Subjects: Communication

Doctor of Philosophy, The Ohio State University, 2015, Kinesiology

With more than $55 billion allocated towards the practice on an annual basis, sponsorship has become an increasingly integral part of the marketing mix for brand marketers (IEG, 2015). Further, sport organizations rely on sponsorship as an important funding mechanism to finance its continued operations. Utilizing the lens of the relationship marketing literature, it is evident that the relationship between the sponsoring firm and a sponsored property is intended to be a long-term, mutually beneficial partnership. However, despite the importance of a sponsorship's duration to both sides of the relationship, it is not well–understood whether certain factors or conditions can jeopardize these cooperative, business-to-business partnerships. Therefore, this study intended to further understanding of the relationship between sponsorship sellers and buyers by investigating factors that may predict the dissolution of such partnerships. Event history analysis (EHA) modeling approaches were employed to investigate sets of variables representing four distinct factors, including economic conditions, agency conflicts, sponsor-related and property-related factors, utilizing a historical secondary dataset featuring a pooled sample of 68 global Olympic TOP and FIFA World Cup sponsorships. Using a hierarchical (nested) modeling approach, results indicated that the blocks of sponsor-related and property-related variables, as well as variables representing economic conditions, predicted a significant amount of incremental variance in the hazard rate for sponsorship dissolution. For example, the presence of an inflationary economy in the home country of the sponsor was found to be a statistically significant predictor, with a 1% increase in the average annual growth rate of the consumer price index during the sponsorship increasing the hazard of sponsorship dissolution by 64.4%. Sponsor-related variables that were found to be significant included whether or not the sponsoring brand (open full item for complete abstract)

Committee: Brian Turner (Advisor); John Casterline (Committee Member); Richard Lomax (Committee Member); Donna Pastore (Committee Member) Subjects: Marketing; Sports Management

Doctor of Philosophy (PhD), Ohio University, 2010, Mass Communication (Communication)

This dissertation reports on the use of communication technology among small and micro-scale entrepreneurs in Soweto, South Africa, as they prepare their businesses for the 2010 FIFA World Cup to be held in South Africa between June 11th and July 11th, 2010. Using ethnographic methods, the study explores the experiences and expectations of 57 small and micro-scale entrepreneurs who expect to benefit from the 2010 FIFA World Cup. To demonstrate the use of communication technology, this dissertation presents the results of observation and interviews with participants who own or operate hospitality establishments in Soweto, including restaurants, taverns, bed and breakfast homes other accommodations, as well as entrepreneurs in other sectors, including those in construction, community television, and commercial sex work. The study explores the ways in which these business owners use mobile communication, the Internet, and fixed- line telephony to create and maintain connections with clients, both foreign and domestic, and other entrepreneurs within and outside of the community of Soweto. In addition, the dissertation explores the ways in which communication technology contributes to the negotiation and maintenance of identity in among participants and in South Africa. Building on these data, the dissertation draws on Rogers' (2003) theory of diffusion of innovations, Deleuze and Guattari's (1987) theory of rhizomatics, and Bourdieu's (1986) theory of the forms of capital to situate the use of communication technology among participants. I argue that the entrepreneurial community is not a uniform, hierarchical structure, but an always growing and changing network of individuals connected by a multitude of social, cultural, and economic factors. Communication technology facilitates these connections and allows those who posses greater stores of "technological" capital to capitalize on the opportunities presented by the network. Individuals' ability to effectively utilize (open full item for complete abstract)

Committee: Steve Howard PhD (Committee Chair); Pamela Chikombero PhD (Committee Member); Benjamin Bates PhD (Committee Member); Ann Tickamyer PhD (Committee Member) Subjects: Communication; Mass Media

Master of Arts (MA), Ohio University, 2013, Geography (Arts and Sciences)

Johannesburg, South Africa hosted events in the 2010 FIFA World Cup with the aspirations of overcoming its apartheid era image and inculcating a cosmopolitan, world-class image to the international community. Stakeholders in promoting the World Cup made promises to the citizens of Johannesburg and South Africa that the event would provide valuable upgrades, training, and economic opportunities. To carry out these promises, diverse projects were completed throughout Johannesburg and billions were spent improving the city. This thesis examines the perceptions of an international tourist audience to ascertain whether or not the World Cup image was disseminated and if the 2010 World Cup was enough to change the perceptions of the city in the minds of tourists. It finds that the impact of the World Cup was mixed on tourist perceptions and that Johannesburg, while being portrayed as modern and friendly, is still viewed as unsafe and caught in the legacy of apartheid.

Committee: Yeong-Hyun Kim (Advisor); Elizabeth Edna Wangui (Committee Member); Harold Perkins (Committee Member) Subjects: African Studies; Geography; Urban Planning