In this study, the grounded theory approach was used to conduct a qualitative study about the effects the media has on rugby players in the United States. This study involved in-depth interviews with American-born-and-raised rugby players from the top rugby colleges and universities in the United States. These interviews helped identify the role played by traditional and social media in encouraging new players to begin playing the sport of rugby. Results showed that traditional media did not play a large role in bringing out new players in the United States. However newer, social media played a much larger role. New players also emerged through interpersonal communications with others, usually their friends and family. The media was useful in making rugby more important in the lives of the players once they began playing, and recruiting was bolstered by the use of social media. Other results show that another reason rugby players tend to continue playing is because of the bonds of friendship they build with their teammates.
College and Department
Fine Arts and Communications; Communications
BYU ScholarsArchive Citation
Kocher, Benjamin James, "Rugby's Rise in the United States: The Impact of Social Media On An Emerging Sport" (2014). All Theses and Dissertations. 4332.
Rugby, United States, media, social media, grounded theory