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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.

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Cette thèse étudie la représentation de l’accueil et de la réinsertion des vétérans du Viêt-nam dans deux quotidiens américains de qualité, le New York Times et le Washington Post, de 1966 à 1978. La comparaison entre les deux journaux est complétée par les analyses de deux hebdomadaires, The Nation et Newsweek, et d’un bimensuel, la National Review, qui balayent toute la gamme des points de vue sur le sujet. Deux périodes peuvent être distinguées : de 1966 à 1970, la réintégration des anciens combattants semble être facile, selon les publications. De 1971 à 1978, la couverture médiatique s’intensifie dans un premier temps, du fait des difficultés de réinsertion que les Vietvets rencontrent et osent enfin exprimer avec force ; la presse paraît ensuite se désintéresser progressivement d’eux. L’évolution, dans les journaux, de la représentation des vétérans et de leur réinsertion reflète l’évolution de la société et de l’économie américaines. Si les deux quotidiens s’adressent, a priori, à des lectorats voisins, les réalités qu’ils choisissent de montrer, en les déformant suivant leur biais idéologique, divergent souvent. Il s’agit également de voir dans quelle mesure leurs représentations ont pu aider la réinsertion des anciens combattants ou, au contraire, la rendre plus délicate. / This thesis studies the reception and the reintegration in society of Vietnam war veterans as they are represented in two American dailies, The New York Times and The Washington Post. To this comparison between the two newspapers are added the analyses of two weeklies, The Nation and Newsweek, and a bimonthly, National Review, which provide a complete range of the various point of views on the subject. Two periods stand out: from 1966 to 1970, the reintegration of the former soldiers seemed to be easy, according to the newspapers. From 1971 to 1978, the coverage by the media first intensified owing to the difficulties of reintegration that the Vietvets faced and dared to voice loudly for the first time; the press then appeared to progressively lose interest in them. The evolution, in the newpapers, of the representation of the veterans and of their reintegration mirrored the evolution of American society and economy. If both dailies a priori addressed the same kind of readers, the reality that they chose to present and distort through their ideological bias often differed. The thesis also tries to show how their representations may have helped or hindered the reintegration of Vietvets in society.