The National Collegiate Athletic Association (NCAA) has controlled intercollegiate sports for the past 150 years, but the passing of California Senate Bill 206 on September 30, 2019, placed that power at risk. The bill will allow student-athletes to receive compensation for their name, image and likeness in the state of California, and has influenced other states to bring forth legislation of their own. The NCAA announced on October 29, 2019, that it would change its policies and bylaws to allow student-athletes to profit from their name, image and likeness. This qualitative thematic analysis seeks to discover how the issue of student-athletes in the case of SB 206 was framed by the media before and after the bill was passed, and after the NCAA announced its policy change. From the analysis, three themes emerged to support student-athlete compensation, eight themes emerged in opposition, and 24 sub themes emerged for both sides. Anti-compensation framing strategies prevailed throughout news coverage before and after SB 206 passed, and after the NCAA changed its policy. Local and mainstream news outlets and sports and mainstream news outlets all presented the eight themes. / Master of Arts / The National Collegiate Athletic Association (NCAA) has controlled college sports for the past 150 years, but the passing of California Senate Bill 206 on September 30, 2019, placed that power at risk. The bill will allow student-athletes to receive compensation for their name, image and likeness in the state of California, and has influenced other states to bring forth legislation of their own. On October 29, 2019 the NCAA announced that it would change its policies and bylaws to allow student-athletes to profit from their name, image and likeness. This thesis uses a qualitative thematic analysis, meaning that news articles are examined by the researcher to understand common themes that emerge about how the issue of student-athlete in the case of SB 206 was portrayed by the media before and after the bill was passed, and after the NCAA changed its policy. From the analysis, three themes were found to support student-athlete compensation, eight themes were found in opposition, and 24 sub themes were found for both sides. Anti-compensation framing strategies dominated news coverage before and after SB 206 passed, and after the NCAA changed its policy even though the public opinion supported student-athlete compensation.
| Identifer | oai:union.ndltd.org:VTETD/oai:vtechworks.lib.vt.edu:10919/98811 |
| Date | 09 June 2020 |
| Creators | Hotter, Jocelyn Irene |
| Contributors | Communication, Woods, Chelsea Lane, Myers, Marcus Cayce, Logan, Nneka |
| Publisher | Virginia Tech |
| Source Sets | Virginia Tech Theses and Dissertation |
| Detected Language | English |
| Type | Thesis |
| Format | ETD, application/pdf |
| Rights | In Copyright, http://rightsstatements.org/vocab/InC/1.0/ |
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