Table 1 Mentions of actors in sample and tone towards sport sponsorship by F&B corporations
From: Newspaper framing of food and beverage corporations’ sponsorship of sport: a content analysis
Category of actor | Number of mentions in articles | Percentage (%) | Tone of comments | ||
|---|---|---|---|---|---|
Positive (%) | Negative (%) | Neutral (%) | |||
F&B Industry | 70 | 24.22 | 47.14 (n = 33) | 37.14 (n = 26) | 15.71 (n = 11) |
Journalists or Commentary | 66 | 22.83 | 12.12 (n = 8) | 42.42 (n = 28) | 45.45 (n = 30) |
Sport Representatives | 51 | 17.64 | 74.50 (n = 38) | 15.68 (n = 8) | 9.80 (n = 5) |
Public health advocates | 43 | 14.87 | 2.32 (n = 1) | 95.34 (n = 41) | 2.32 (n = 1) |
Advertising industry | 21 | 7.26 | 57.14 (n = 12) | 38.09 (n = 8) | 4.76 (n = 1) |
Researchers | 14 | 5 | 14.28 (n = 2) | 78.57 (n = 11) | 7.14 (n = 1) |
Politicians & government | 13 | 4.84 | 30.76 (n = 4) | 61.53 (n = 8) | 7.69 (n = 1) |
Sportspersons | 9 | 3.11 | 66.66 (n = 6) | 22.22 (n = 2) | 11.11 (n = 1) |
Government health organisation | 2 | 0.69 | 0 (n = 0) | 100 (n = 2) | 0 (n = 0) |
Civil servant | 1 | 0.34 | 0 (n = 0) | 100 (n = 1) | 0 (n = 0) |
Government spokesperson | 0 | 0 | 0 (n = 0) | 0 (n = 0) | 0 (n = 0) |
TOTAL | 289 | 100 | NA | NA | NA |