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Fantasy Sports Fantasy Sports: Establishing the Connection between the Media, Social Identity, and Media Dependency A dissertation presented to the faculty of the Scripps College of Communication of Ohio University In partial fulfillment of the requirements for the degree Doctorate of Philosophy David R. Schreindl March 2012 2012 David R. Schreindl. All Rights Reserved. This dissertation titled Fantasy Sports: Establishing the Connection between the Media, Social Identity, and Media Dependency by DAVID R. SCHREINDL has been approved for the E.W. Scripps School of Journalism and the Scripps College of Communication by Hans K. Meyer Assistant Professor of Journalism B. Scott Titsworth Interim Dean, Scripps College of Communication ii ABSTRACT SCHREINDL, DAVID R. PhD, March 2012, Journalism Fantasy Sports: Establishing the Connection between the Media, Social Identity, and Media Dependency Director of Dissertation: Hans Meyer This study looked at the effects fantasy sports participation has on media consumption and how it leads to social identity and media dependency via the uses and gratifications framework. The purpose of this exploratory research was to search for connections between the motivations of fantasy sports players, their social identity, and their potential for dependency upon mass media. By using correlations and ANOVAS, the results indicated that there is a strong relationship between media dependency and fantasy sports players’ motivation to play in order to socialize. The results of this study suggest that further research can look deeper into how fantasy sports players use their cell phones and the Internet to play fantasy sports and to gather information about fantasy sports. Approved: _____________________________________________________________ Hans Meyer Assistant Professor of Journalism iii DEDICATION This dissertation is dedicated to my family. First to my amazing wife Cheryl, for whom this journey never would have begun nor ended and I look forward to continuing our eternal journey. To my wonderful children Amber, Benjamin, and Gradin who put up with Daddy’s long hours and many moves. My parents, Robert and Diana, who supported my many moves across the country and to my dad who spent countless hours in the Idaho State University library only to have me switch topics. This is also dedicated to my mother-in-law who allowed her daughter to leave her native land in the first place. And finally to my best friend Dana Moser, whom I miss dearly and for whom I still hope his beloved Cubs win it all someday. iv ACKNOWLEDGEMENTS This project would not have been successfully completed without the guidance and assistance of my dissertation committee members Dr. Pat Washburn, Dr. Michael Pfahl, and Dr. Roger Cooper. Nor would have I gotten as far as I did without Ohio University E.W. Scripps School of Journalism faculty members Dr. Robert Stewart, Dr. Anne Cooper-Chen, Dr. Joe Bernt, Dr. Bernhard Debatin, and particularly my chair, adviser, and friend Dr. Hans Meyer. There were also several more professors at OU that had a hand in molding my career, particularly in the history department: Dr. David Curp, Dr. Katherine Jellison, Dr. Paul Milazzo, Dr. Steven Miner, Dr. Peter Brobst, Dr. Judith Lee, and Dr. David Mould. I really enjoyed my time in the Contemporary History Institute and miss the camaraderie with those great classmates in our quest for historical enlightenment. I could not have done this without the many friends and peers at Ohio University including Howard Fisher, Jesse Jones, Ben Ogles, Dan Reimold, Jay Marion, Patrick Campbell, Sara Magee, Stephen Siff, Tom Hrach, Brett Ragozzine, Brandon Palmer, Mike Moulton, Paul Barte, Paul Kinghorn, Todd O’Neil, Laurel Ransom, Scott Jarvis, and Molly Yanity. I also miss my BYU friends and thank Kris Boyle for his help. Also the gang from the two years at BYU really helped mold me into who I am and helped me develop the confidence I needed to continue my education. I also want to thank again Dr. Sherry Baker who gave me a second chance and accepted me to the Master’s program at BYU that opened the door that has led to this accomplishment. v My roots are how I ended up at this point in my life. I want to think the staff and friends at the Walla Walla Union-Bulletin who gave me a chance to gain experience and confidence at the art of sports writing that led to me having the courage to tackle graduate school. Of course if it were not for the aid of my professors at BYU I could not have dared take this latest step. When I look back I realize that I’m not alone and I have a lot more friends and supporters than I ever realized. It’s a great feeling and I truly feel this has been a team effort and not just an individual achievement. I can not forget the wonderful librarians I have abused over the years after I left Athens, both at Idaho State and at Dickinson State University, nor can I forget the wonderful people I have met at DSU who have always had my back. This is a special thank you to Knude Swensen, Alan Church, Mike Cartmill, and my many wonderful students who have taught me as much as I have taught them. To Dr. Andrew McGarva who helped me with SPSS. Finally while this is a secular project it is my faith in a higher power that has sustained me through it all. There are so many more I could name who have positively influenced my life over the years and I apologize for running out of space and time. But know you all hold a special place in my heart and you have my sincere gratitude. vi TABLE OF CONTENTS Page Abstract .............................................................................................................................. iii Dedication .......................................................................................................................... iv Acknowledgements ............................................................................................................. v List of Tables ...................................................................................................................... x Chapter 1: Introduction ....................................................................................................... 1 Purpsose .......................................................................................................................... 5 Structure of the Dissertation ........................................................................................... 8 Chapter 2: Fantasy Sports ................................................................................................. 10 History of Fantasy Sports ............................................................................................. 10 Fantasy Sports Defined ............................................................................................... 103 Types of Fantasy Sports ................................................................................................ 17 Media Involvement ....................................................................................................... 18 Demographics and Gender ........................................................................................... 25 Big Money .................................................................................................................... 28 The Law and Gambling ................................................................................................ 30 Chapter 3: Literature Review and Theoretical Framework .............................................. 33 Uses and Gratifications Framework ............................................................................. 36 Social Identity Theory .................................................................................................. 40 History of Social Identity .......................................................................................... 41 Social Identity Applied to Individuals ...................................................................... 43 Social Identity Applied to Groups ............................................................................ 45 Fans and Social ID .................................................................................................... 46 Other Social Identity Research ................................................................................. 48 Community ............................................................................................................... 52 Media Systems Dependency Theory ............................................................................ 55 Research Questions ....................................................................................................... 63 Chapter 4: Methodology ................................................................................................... 65 Research Design ........................................................................................................... 65 vii Sample Size and Population ......................................................................................... 68 Instrument ..................................................................................................................... 70 Section One – Media Usage ......................................................................................... 71 Section Two - Favorites ................................................................................................ 72 Section Three – Wann and Identity .............................................................................
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