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Exploring Changes in NASCAR-Related Titles in the New York Times and the Johnson City Press

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Exploring Changes in NASCAR-Related Titles in the New York Times and the Johnson City Press East Tennessee State University Digital Commons @ East Tennessee State University Electronic Theses and Dissertations Student Works 12-2008 Exploring Changes in NASCAR-Related Titles in the New York Times and the Johnson City Press. Wesley Michael Ramey East Tennessee State University Follow this and additional works at: https://dc.etsu.edu/etd Part of the Journalism Studies Commons, and the Public Relations and Advertising Commons Recommended Citation Ramey, Wesley Michael, "Exploring Changes in NASCAR-Related Titles in the New York Times and the Johnson City Press." (2008). Electronic Theses and Dissertations. Paper 2015. https://dc.etsu.edu/etd/2015 This Thesis - Open Access is brought to you for free and open access by the Student Works at Digital Commons @ East Tennessee State University. It has been accepted for inclusion in Electronic Theses and Dissertations by an authorized administrator of Digital Commons @ East Tennessee State University. For more information, please contact [email protected]. Exploring Changes in NASCAR-Related Titles in the New York Times and the Johnson City Press ___________________ A thesis presented to the faculty of the Department of Communication East Tennessee State University In partial fulfillment of the requirements for the degree Master of Arts in Professional Communication ___________________ by Wesley M. Ramey December 2008 ___________________ Dr. Patricia A. Cutspec, Chair Dr. Jack Mooney Dr. Brian C. Smith Keywords: NASCAR, New York Times, Johnson City Press, Titles, Media Coverage, Burke’s Method of Indexing, Indices of Meaning ABSTRACT Exploring Changes in NASCAR-Related Titles in the New York Times and the Johnson City Press by Wesley M. Ramey NASCAR has become one of America’s fastest growing spectator sports, and corporate sponsors have played an important part in this upsurge in popularity. Race teams, drivers, and sanctioning bodies use the income that sponsors provide to operate at NASCAR events. This study provides an analysis of how corporate sponsorships have changed the way that NASCAR is presented in print journalism. Using Burke’s method of indexing, NASCAR-related titles in the New York Times and the Johnson City Press from 1950 to present day are analyzed. The analysis reveals not only a steady increase in the number of NASCAR-related titles, but 4 indices of meaning that are most often used (Specific Races/Locations, NASCAR, Specific Names, and Sponsors) and that organizations should consider before they plan to promote their products using NASCAR. 2 Copyright 2008 by Wesley M. Ramey 3 DEDICATION This thesis is dedicated to the following people: My mom and dad who taught me to dream big and to always follow the path it takes to reach those dreams. Without you, I know I would not be where I am today. Thank you. To Dr. Patti Cutspec for believing in me and encouraging me when deadlines seemed all too close. At times, I doubted my ability to complete the project and you brought me through. You truly are my “Fred.” The countless men and women who have chosen to step behind the wheel, jump across pit wall, or in some way shape the face of auto racing. Thank you for making a sport more than just a sport. And to my loving wife who has had to listen to my worries, fears, and complaining during the course of this project, I am nothing without you. I am honored to have you with me on life’s journey. Fasten your seatbelt! 4 ACKNOWLEDGEMENTS I would like to acknowledge the following individuals for their help in guiding me along the way. I hope each person understands the impact they have made on my life and this project. Dr. Patti Cutspec for helping calm my fears during my time in the ETSU Communication Department and for giving me the opportunity to write about my passion. You have no idea the power of your convincing abilities. Dr. Jack Mooney for agreeing to serve on my thesis committee and being so helpful no matter how many times we had to redo my Plan of Study. Dr. Brian Smith for taking on this project before he had even met me face-to-face. Without each of you, this project would still be at the starting line. To my classmates at ETSU who showed me that I am not the only one to face this kind of pressure, thank you. Please call me if you ever need to talk about the difficult road of Grad School. To my professors at ETSU and Carson-Newman, thank you for giving me the gift of education. The tuition checks will never repay what you have taught me along the way. To my co-workers for allowing me to take time off to attend classes. Thank you for your support in helping me grow in this industry. To my family and friends, thank you for putting up with my constant whining, moaning, and complaining. I am finished…but I could not have done it without all of you. To Lyndsey, you are the only one who knew each worrisome moment I spent working on this project. Thank you for helping me have fun along the way. Without you, nothing else matters. 5 CONTENTS Page ABSTRACT .......................................................................................................................... 2 Chapter 1. INTRODUCTION ......................................................................................................... 11 Literature Review....................................................................................................... 11 NASCAR Defined ............................................................................................... 11 Sprint Cup Series .......................................................................................... 12 History of NASCAR ..................................................................................... 13 The Development of the NCSCC ................................................................. 15 The Introduction of NASCAR ...................................................................... 16 Evolution of the NASCAR Race Car ...................................................... 17 The Motor City 250 ................................................................................ 18 The Birth of NASCAR Sponsorship.......................................................................... 18 The Changing Face of NASCAR Media Coverage ............................................. 19 The Influence of Junior Johnson and Winston ............................................. 21 Media Attention ................................................................................................... 22 Television Coverage ..................................................................................... 22 NASCAR’s Partnership with ESPN ....................................................... 23 Newspaper Coverage .............................................................................. 24 The Next Generation of NASCAR Coverage...................................................... 24 Alternative Form of Advertising.......................................................................... 26 Fan Loyalty ................................................................................................... 27 Sponsorships In-Depth .................................................................................. 28 Logo Placement ...................................................................................... 29 The Increasing Values of NASCAR.................................................................... 30 6 Chapter Page Sponsors Placed on the Car ..................................................................... 30 Primary Sponsors .................................................................................... 32 Associate Sponsors ................................................................................. 32 Sponsorship Benefits .................................................................................... 33 The Growth of NASCAR Sponsorships ................................................................... 34 Sponsorship Studies............................................................................................. 35 Sponsorship Impact on Stock Prices ............................................................ 35 Corporate Branding ....................................................................................... 36 Specific Marketing Campaigns ............................................................... 37 Sponsoring the Winner ........................................................................... 38 The Case of STP ..................................................................................... 39 Sponsorship Recall .................................................................................. 40 Agenda Setting .............................................................................................. 42 News Value of Sports ............................................................................. 43 The Growth and Development of Sports Coverage............................................. 43 The Golden Age of Sports ............................................................................ 43 Sports Coverage ...................................................................................... 46 Basking in Reflected Glory ..................................................................... 46 Public Relations Shapes Opinions .......................................................... 48 Public Relations Efforts in NASCAR ..................................................... 50 Press Releases ........................................................................................
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