Abstract

A mixed-methods content analysis case study of BYU football broadcasts (2023-2024), guided by agenda setting and framing theories, was conducted to determine to what extent the unique Latter-day Saint religious values of BYU were present and salient, as well as how they were framed, on BYU football television broadcasts. Using the university's 2024 brand messaging guide as a standard for topics indicative of such religious values, the 25 game broadcasts were analyzed and coded for presence or absence of religious values along with sentiment valence in each case. Frequency tests determined that 56% of games over the two seasons included at least one reference to a religious value while 71% of these references were marked by positive sentiment. Frame analysis was then conducted to further elaborate upon the sentiment derived from each broadcast segment. This analysis concluded in three informative themes, two positive, one negative, which illustrate the frames employed in the data as whole. The results of this case study inform the current academic discussion at the crossroads of sport and media, as well as that of media and religion. This study also breaks ground with a unique analysis at the node of sports, media, and religion. Finally, its results, ensuing discussion, and practical implications allow for both BYU Athletics' communications professionals and those in similar positions at other faith-based institutions to make informed, strategic decisions on sharing faith through events which are not inherently religious, namely sports.

Degree

MA

College and Department

Fine Arts and Communications; Communications

Rights

https://lib.byu.edu/about/copyright/

Date Submitted

2025-04-23

Document Type

Thesis

Handle

http://hdl.lib.byu.edu/1877/etd13611

Keywords

BYU, sports, media, religion, football

Language

english

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