Emotional intelligence: Value and limitations in leadership communication

Presentation on the use of Emotional Intelligence instruments for leadership development.

ORG423 Week 7 Critical Thinking Richard Rock

Mission Accomplished: A Lesson in Public Relations

Defining moments are ridiculously difficult to predict.  For example, President Bush attempted to use ‘defining moment’ rhetoric to pressure the U.N. Security Council to pass resolution 1441, calling for Iraq to disarm what later was found to be a non-existent weapons program (CNN, 2003).  Later, President Bush attempted to define a ‘defining moment’ for the Iraqi government in their push to rid Basra of militants (Myers, 2008).  Of course, the attempts to define the defining moments of a presidency occur on both sides of the aisle.  After the killing of Bin Laden, Democrats rushed to a ‘defining moment’ narrative for Obama’s presidency (Warren, 2011).  Despite the efforts of political public relations machines, defining moments remain elusive, precisely because they require the passage of time and the resulting perspective that goes with it, and because they must hold symbolic meaning for larger historical narratives.  However, most public relations functions continue to use their skills in an attempt to define moments for those they represent, based on the antiquated idea that media has powerful effects on a mass audience, but many do not consider the meaning-making capability of individual audience members.

On May 1, 2003, the American public was greeted with the sight of President Bush, heroically landing on the U.S.S. Abraham Lincoln, fully bedecked in a flight suit, where hours later, under a banner reading ‘Mission Accomplished’, President Bush would announce the end of major combat operations in Iraq (Bash, 2003).  While President Bush choose his words very carefully, the banner betrayed the government’s interest in staging a ‘defining moment’ in the U.S. public sphere.  Of course, the pseudo-event did become a defining moment, just not in the way it was intended.  Rather than ‘mission-accomplished’ becoming a symbol of American military dominance and a capable administration, it became a symbol of an administration out of touch with the reality on the ground in Iraq, and as such, cast doubts on the administration’s ability to win the peace.

Bush staffer’s would later argue that message was mangled, that the press got the meaning wrong, and that the banner was not intended to convey the end of the war, rather the end of a successful deployment of the U.S.S. Abraham Lincoln (Bradley, 2011).  However, their objections ring hollow, and the event serves to illustrate a public relations function that continues to operate using the notion of the media as “a great keyboard on which the government can play” (Time, 1933).  Shafritz, Russell, and Borick (2011) support the idea that governments continue to use the mass media as a device to influence the public sphere.  However, the notion of a mass society easily influenced by a powerful mass media, has largely been refuted in research on media effects (McQuail, 2010).  An alternative view of the communication process, is the reception model, which has focused communication research on the role of the individual in the social construction of meaning (McQuail, 2010).

President Bush and the communications staff of the Bush administration sought to shape public perception of the war effort by suggesting that combat operations were successful and complete.  The staff chose powerful symbols of American military might, an aircraft carrier, fighter jets, and U.S sailors.  In addition, the staff sought to portray President Bush as an accomplished military leader, having the President fly onto the aircraft carrier on a Navy jet, despite the aircraft carrier being within helicopter range.  While it remains unclear whether the ‘Mission Accomplished’ sign was intentionally placed behind President Bush, it is difficult to believe the sign escaped the attention of the White House communications staff.  However, history demonstrates that the clearly orchestrated pseudo-event did not shape public perception in the way in which it was intended.

Rather, the American public created an altogether different meaning resulting from the public relations disaster.  ‘Mission Accomplished’ was not only widely criticized in the press as premature (Andersen, 2007; Bash, 2003; Bradley, 2011), but also widely parodied (Ferell, 2010; The Daily Show with Jon Stewart, 2003).  In addition, the phrase became an Internet meme symbolizing incompetence, failure, or disingenuousness (quickmeme, 2012; Urban Dictionary, 2012).   The picture that emerges from the widespread use of ‘Mission Accomplished’ demonstrates an altogether different ‘defining moment’ than the one envisioned by the Bush administration.

Therefore, public administrators should consider carefully whether to attempt to stage ‘defining moments’ of their own, for public perception is not so easily shaped.  Rather, when framing debates in the public sphere, consideration should be made how pseudo-events will play in the larger context of the public debate.  While the mass media is an important tool for public relations, the idea that the mass media exerts a powerful influence over public perception has been refuted in studies of media effects.  Instead, public relations staff should consider the meaning-making capability of individual audience members and how the symbols that are used support existing narratives in the public sphere.


Andersen, R. (2007, May 1, 2007). “Mission Accomplished,” Four Years Later  Retrieved August, 15, 2012, from http://www.prwatch.org/node/6005

Bash, D. (2003, October 29, 2012). White House pressed on ‘mission accomplished’ sign  Retrieved August 15, 2012, 2012, from http://www.cnn.com/2003/ALLPOLITICS/10/28/mission.accomplished/

Bradley, T. (2011, September 18, 2011). Press Missed ‘Mission Accomplished’ Meaning, Says Bush Staffer  Retrieved August 15,, 2012, from http://abcnews.go.com/blogs/politics/2011/09/press-missed-mission-accomplished-meaning-says-bush-staffer/

CNN. (2003, Fenruary 7, 2003). Bush: ‘Defining moment’ for Security Council  Retrieved August 15,, 2012, from http://articles.cnn.com/2003-02-07/us/sprj.irq.wrap_1_security-council-al-saadi-weapons?_s=PM:US

Ferell, W. (Producer). (2010, August 16, 2012). You’re Welcome America: A Final Night with George W. Bush. Retrieved from http://www.youtube.com/watch?v=5O0WUzU-Kxc

McQuail, D. (2010). Mcquail’s mass communication theory (6th ed.). London ; Thousand Oaks, Calif.

Thousand Oaks, CA: Sage Publications.

Myers, S. L. (2008, March 29, 2008). Bush Says Iraq Has Reach ‘Defining Moment’  Retrieved August 15,, 2012, from http://www.nytimes.com/2008/03/29/washington/29cnd-prexy.html

quickmeme. (2012). Bush Mission Accomplished  Retrieved August 15, 2012, 2012, from http://www.quickmeme.com/Bush-MISSION-ACCOMPLISHED/?upcoming

Shafritz, J. M., Russell, E. W., & Borick, C. P. (2011). Introducing public administration (7th ed.). Boston: Longman.

The Daily Show with Jon Stewart (Producer). (2003, August 15, 2012). The “Sign” Controversy. Retrieved from http://www.thedailyshow.com/watch/wed-october-29-2003/the–sign–controversy

Time. (1933). Foreign News: Consecrated Press. Time.

Urban Dictionary. (2012). mission accomplished  Retrieved August 16, 2012, 2012, from http://www.urbandictionary.com/define.php?term=mission+accomplished

Warren, J. (2011, May 5, 2011). Obama, Osama, and the Problem With Defining Moments  Retrieved August 15,, 2012, from http://www.theatlantic.com/politics/archive/2011/05/obama-osama-and-the-problem-with-defining-moments/238394/



Framing Political Scandals: The Functioning of ‘Trial by Media’

The rise of mediated communication has fundamentally changed how the world is experienced by society, perhaps no more so than in the realm of politics.  In fact, “the media have become a main source of information and opinion for the public” (McQuail, 2010, p. 526).  As such, political actors have an increasing reliance on the media to shape their public image, set their political agenda, and to provide the arena with which political events are played out (McQuail, 2010).  While politic actors spend a great deal of time and energy using the media to provide “a basis of support for their power and policies…mediated visibility is a double-edged sword” (Thompson, 2005, p. 41), insofar as increased visibility also creates increased risk.  Of course, the most significant risk facing politicians is that of the political scandal, or ‘trial by media’.  Thompson (2000) describes a political scandal as a situation where previously invisible behaviors that violate social norms, become visible, are seen as contrary to the politician’s carefully crafted image, and are characterized by an ensuing public outcry or demand for justice.  Of course, Thompson’s (2000) definition of political scandal in a era of mediated visibility presumes that the media is the cause, in terms of increased scrutiny, visibility and construction of the scandal event, and also creates effects, in terms of audience reaction.  Arguably, Thompson (2005) does little to describe how the construction of the scandal event creates the effect on audiences.  However, recent empirical research by Kepplinger, Geiss, and Siebert (2012) describes how media-constructed frames of political scandals provide cues that determine how message recipients process the scandal information to draw conclusions and form behavioral intentions.  What follows is an analysis and critique of Kepplinger, et al.’s (2012) work to understand its explanatory power for how ‘trial by media’ affects audiences and discuss the implications of their findings.

Framing Scandals: Overview and Method

            Whereas the existing literature on framing effects infer a strong relationship between journalistic frames and audience influence, McQuail (2010) suggests that “it is not obvious how framing will work as an effect process” (p. 511).  To explore how media constructed scandal information influences the audience, Kepplinger, et al. (2012) used “three strands of research to develop a model of individual-level opinion formation in scandals: a) scandal research, b) framing theory, and c) appraisal theory” (p. 600).  The authors appear to use Scheufele’s (1999) process model of framing effects, whereby journalists construct the frames, the frames are transmitted to the audience, and the audience accepts certain frames “with consequences for their attitudes, outlook, and behavior” (McQuail, 2010, p. 511).  Moreover, the authors recognized that framing theory did not describe the link between specific media frames and the resulting inferences (Kepplinger, et al., 2012).  Therefore, Kepplinger, et al. (2012) ‘filled the gap’ with appraisal theory (Nerb & Spada, 2001) which identifies relevant cognitions that lead to the creation of opinion in negative events including five aspects, a) whether the damages are large or small, b) the degree to which the transgression was caused by human behavior, c) whether the people followed selfish or altruistic goals, d) whether they were aware of the consequences of their actions, and e) whether there was an opportunity to act differently.  These cognitions are understood to form the basis of people’s beliefs, and moreover, will influence an audience frame of guilt or excuse.  The author’s model integrating these theories were used to test how the type of frame, amount, and completeness of frames affected the audience to arrive at a guilt frame or an excuse frame (Kepplinger, et al., 2012).

With their model as the basis for the research, Kepplinger, et al. (2012) designed the research with the following hypotheses:

H1:  Media depict the cases using primarily fragmentary frames, blaming the public figure with regard to some components (e.g., selfish motives) but not with regard to all (e.g., prior knowledge).

H2:  Cognitive reactions of individuals result from a) learning from the media and b) conclusions of individuals, drawn from an overall impression.

H3:  Individuals will develop one of two polarized individual frames: a guilt frame or an excuse frame.

H4:  A person will call for more severe punishment if he or she a) believes the public figure is guilty and b) feels angry; an individual will call for milder punishment if he or she c) excuses the public figure and d) feel sad about the case.

H5:  Individuals will tend to develop a(n) (individual) guilt frame (a) the more complete guilt frames they receive and (b) the more fragmentary guilt frames they receive.

H6:  A model of opinion formation in scandals accounting for learning from the media and information processing of individuals will adequately model the relationships between cognitive reactions, emotional reactions, and calls for punishment. (pp. 662-663)

In order to test their hypotheses, Kepplinger, et al. (2012) conducted a content analysis of how the four political scandals were depicted by media according to the five aspects, damages, human agency, selfish goals, prior knowledge, and freedom of action, and combined them with individual survey data by calculating the individuals media input.  The combined data demonstrate the extent to which journalist frames influence audience information processing.

Framing Scandals: Findings

            Indeed, Kepplinger, et al. (2012) found support for much of their hypothesis.  Only rarely did the media portray complete frames across all five aspects, instead typically providing fragmentary guilt frames in one or more aspects, with human agency being the most dominant, resulting in support for H1 (Kepplinger, et al., 2012).  More importantly, the researchers found that learning accounted “for a low share of variance in cognitive reactions” (Kepplinger, et al., 2012, p. 671), whereas information processing to form a consistent impression explained as much as 92% of variance, suggesting that all five journalist frames positively and significantly influence the cognitive reaction, providing empirical support for H2.  In addition, the audience cognitions led to the formation of a guilt frame or excuse frame, depending of the audience perception of damages, which also influenced audience views on punishment, providing support for H3 (Kepplinger, et al., 2012).  The support for H4 was weaker, with some evidence of a relationship between the degree of perceived damage and calls for punishment, with cognitive variables accounting for 40% of calls for punishment, while emotional reactions of the audience did not significantly contribute to calls for punishment absent cognitions (Kepplinger, et al., 2012).

Moreover, the Kepplinger, et al. (2012) found the more guilt frames an audience received, the greater the tendency to develop their own guilt frame, with as much as 9% of the development of a guilt frame explained by guilt frames the audience received.  Furthermore, “although recipients received fragmentary frames, they complemented the picture and developed a coherent guilt frame by themselves” (Kepplinger, et al., 2012, p. 675), suggesting that audiences elaborate on fragmentary information to arrive at their own conclusions, providing support for H5.  Finally, Kepplinger, et al. (2012) were able to construct a structural equation model “spanning from media input, via cognitions and emotions, to behavioral intentions” (p. 675).


            Rather than supporting the notion of ‘trial by media’, whereby the media determine public perception of guilt during a scandal, Kepplinger, et al.’s (2012) findings suggest that the media provide fragmentary information, which is then elaborated on by an audience to create an impression of guilt or an impression that excuses the behavior.  These findings are therefore consistent with Petty and Cacioppo’s (1986) Elaboration Likelihood Model suggesting that people with will be motivated to achieve cognitive consistency drawing on both knowledge and experience, or ‘incidental cues’ to fill in information gaps.  In this sense, individuals as well as media are equally responsible for the formation of an individual guilt frame.

Insofar as the media operates on a 24-hour news cycle, scandal stories often begin with fragmentary information and are updated frequently as new information is discovered.  In such a setting, the audience is subjected to repeated fragmentary guilt frames increasing the likelihood that individual audience members will arrive at a guilt conclusion, despite the lack of a complete picture.  Therefore, in this sense, the 24-hour news cycle and associated journalistic business model contribute directly to the formation of public opinion in scandal events, contributing to the development of a ‘trial by media’.

Moreover, the initial framing of a scandal event can have serious consequences on the formation of public opinion, whereby reported levels of human agency or degree of damage can provide incidental cues to the audience that support the formation guilt or excuse audience frames.  In a situation with a perceived high degree of damage, the notion of ‘trial by media’ becomes a distinct possibility, much akin to the notion of a ‘witch hunt’, with serious potential consequences for political actors caught up in the scandal event.  Arguably, Kepplinger et al.’s (2012) findings raise serious ethical questions about the media’s coverage of scandal events, particularly in the era of 24-hour news.


            The research of Kepplinger et al (2012) is an important addition to media effects research, insofar as it demonstrates a relationship between journalistic framing of scandal events, audience cognitions and emotions, and the audience’s behavioral intentions.  However, there are opportunities to further their research to draw more conclusive findings.  First, the research focused on solely on political scandals, to the exclusion of financial, criminal, or sexual scandals.  This author wonders whether audience elaborations would exhibit the same consistency in the face of a sexual scandal, where audience morals may play a more salient role in the creation of guilt or excuse frames.  Moreover, would the same journalistic framing norms apply during a media investigation of powerful political figures, as they would for others with less power?

In addition, the research did not explore the role of confirmation bias in an individual’s elaboration process.  To what degree do political leanings affect the media effects described? Are individual’s more or less likely to elaborate according to their own established views?  To what extent are journalist more or less likely expand on the journalist guilt frames based on their bias?   In an analysis of scandal events, Puglisi and Snyder (2008) found that Democratic leaning newspapers provided relatively greater coverage to Republican scandals and Republican leaning newspapers provided greater coverage to Democratic scandals.  Given Kepplinger et al.’s (2012) findings, is greater coverage inherently biased?  More importantly, does the combination of greater coverage and the workings of confirmation bias all but assure an individual will arrive at a guilt frame?

In addition, Kepplinger, et al. (2012) suggest that their work could benefit from more investigation into how opinions form over time to understand their malleability.  Furthermore, the authors acknowledge that more work is needed to understand the sources, beside media content, upon which individual frames are based (Kepplinger, et al., 2012).  This author concludes the findings are sufficiently compelling to warrant further investigation to advance this line of media effects research.


            Kepplinger et al.’s (2012) research into how media-constructed frames of political scandals can cue message recipients to elaborate and draw conclusions in absence of complete information.  Moreover, the greater the number of guilt frames the audience receives, the higher the likelihood the audience will draw a guilt conclusion, a disturbing finding consider the character of the 24-hour news cycle.  Accordingly, the greater visibility of today’s heavily mediated reality is fraught with risk for political actors seeking to manage their image, where the simple association with scandal could very well minimize their ability to advance their agenda, or even destroy their career.


Kepplinger, H. M., Geiss, S., & Siebert, S. (2012). Framing Scandals: Cognitive and Emotional Media Effects. Journal of Communication, 62(4), 659-681.

McQuail, D. (2010). Mcquail’s mass communication theory (6th ed.). London ; Thousand Oaks, Calif.: Sage Publications.

Nerb, J., & Spada, H. (2001). Evaluation of environmental problems: A coherence model of cognition and emotion. Cognition and Emotion, 15, 521-551.

Petty, R. E., & Cacioppo, J. T. (1986). ‘The elaboration likelihood model of persuasion’. In L. Berkowitz (Ed.), Advances in Experimental Social Psychology (pp. 132-205). New York, New York: Academic Press.

Puglisi, R., & Snyder, J. M., Jr. (2008). Media coverage of political scandals. Washington DC: The National Bureau of Economic Research.

Scheufele, D. A. (1999). Framing as a theory of media effects. Journal of Communication, 49(1), 103-122.

Thompson, J. B. (2000). Political scandal : power and visibility in the media age. Cambridge

Malden, MA: Polity Press ;


Thompson, J. B. (2005). The New Visibility. Theory, Culture & Society, 22(6), 31-51.

#NBCFail: A Traditional Media Company in a Digital World

“Sport and mass media enjoy a very symbiotic relationship in American society” (McChesney, 1989, p. 49).  Indeed, from the first closed-circuit televised broadcast of the Olympics in 1936 to the digitally-delivered Olympics of 2012, the Olympic games provide a compelling environment with which to explore the nature of the symbiosis.  In particular, the London Olympics, the first to have a immersive digital media experience in addition to the traditional broadcast experience, sheds light on the conflict created by new forms of media and how new media threatens traditional commercial mass media business models in the world of sports coverage, perhaps upsetting the symbiotic balance.  NBC Universal, which owned the broadcast rights to the London Olympics in the United States was heavily criticized for their coverage, accused of forcing audiences into viewing paradigms of an earlier era, failing to use new media to its potential, and putting the commercial interest over the public interest (Deitsch, 2012; Holmes, 2012; Moore, 2012; Stanley, 2012).  Most of the criticism centered on NBC’s failure in three dimensions, real-time versus prime-time, cultural deafness in a global village, and tone-deaf coverage selection, prompting a new Internet meme, #NBCFail(Sandomir, 2012; Stanley, 2012).  Despite the criticism, NBC’s coverage was a commercial success with the largest audience in media history (CNN, 2012).  The London Olympics demonstrate that the mass media is dealing with a new reality as a result of a networked audience.  Mainstream media organizations occupy a liminal existence between traditional mass media business models and new media expectations, attempting to step into the digital world while remaining tied to earlier paradigms.

Little does more to reflect the symbiotic relationship between media and sports as much as the financial arrangements between the media and sporting agencies.   In the case of the London Olympics, NBC paid the International Olympic Committee $1.18 billion for the exclusive U.S. broadcast rights to the games (BBC, 2012),  fees that provide the bulk of International Olympic Committee revenue (Associated Press, 2008).  One could argue that the games would not exist in their present form without IOC broadcasting revenue streams.  Moreover, with such hefty prices for broadcasts rights, NBC needed to assure that their coverage would generate significant advertising sales to make the broadcast a commercial success in a media environment where audiences have been fractured between traditional mass media and networked media.  At risk, was not only the commercial success of the deal, but also NBC’s brand reputation in delivering a high-quality media experience that serves public interest in the media event.

By all accounts, the NBC broadcast of the Olympics was a commercial success.  NBC had originally expected to lose $200 million on the broadcast, but ended up making a small profit as a result of larger than expected advertising revenue (Heistand, 2012) and the largest audience ever recorded for any media event (CNN, 2012).  Moreover, NBC executives have linked to their primetime success to their digital programming, suggesting their digital coverage drove viewers to primetime audiences and calling their move into digital coverage “a big, bold, swing” (Heistand, 2012, p. 1).  However, critics have argued that NBC’s digital coverage was missed opportunity because the network continued to think of coverage in traditional, monopolistic terms, assuming that viewers didn’t mind not seeing the events live, and couldn’t get the information elsewhere (Stanley, 2012).  Indeed, NBC’s choice, to delay coverage until primetime, or only offer live digital streams to paying cable customers angered many viewers, although savvy Internet users streamed live coverage directly from the BBC using Internet proxies to circumvent NBC (Moore, 2012).  Rather than a bold move into digitalized networked communication, NBC appeared to use digital content simply to draw the audience to primetime coverage, their traditional revenue source.

Moreover, criticism extended to whether NBC understood how the world had changed as a result of networked communication.  NBC       appeared to be deaf to the multi-cultural nature of the Olympic broadcast, opting to select coverage primarily of U.S. athletes and with color commentary that appeared to understand little of the world outside the United States.  For instance, Moore (2012), described viewers embarrassment of the spectacle:

Having to watch trained TV anchors link Kazakhstan to Borat, describing Luxembourg as a central European nation, note that Uganda’s athletes come from the country of Idi Amin, mispronounce the names of Niger and the Cote D’Ivoire, and otherwise support every ugly American stereotype. (p. 1)

While NBC may be excused their coverage selection given that competition for revenue drives programming choices to the lowest common denominator (McQuail, 2010), the mono-cultural commentary displays both arrogance and ignorance of multicultural character of the global village enabled by the networked world.

The widespread criticism suggests that NBC appeared to underappreciate a variety of audience expectations, including the desire for the shared experience for live Olympic coverage, the expectation of niche, tailored content inherent in the digital world, and the desire of the audience to view the Olympics anywhere, anytime, and on any device.  The resulting outcry from audience members over NBC’s botched monopoly coverage showed up on Twitter with the hashtag #NBCFail, however NBC executives appeared to discount the outcry as dissent from small minority (Richter, 1985), an attitude that demonstrates their misunderstanding of the network form of mass communication.  For example, while over the last three days, there have been a mere 19,800 tweets with the hashtag #NBCFail, those tweets have made more than 15.5 million impressions (Hashtracking, 2012).  Furthermore, the popular #NBCFail meme has transcended Olympic coverage and has entered popular Twitter discourse on NBC’s coverage of football, the mars rover, the election, NBC Nightly News, and even their fall line-up.  While NBC’s Olympic coverage has been a commercial success, the damage done to their brand may be incalculable.

The #NBCFail meme is symptomatic of NBC’s failure to meet the expectations of an audience that become accustomed to new media in a networked world.  Audiences expect to get coverage anywhere, anytime, and on any device.  In addition, audiences have higher expectations of the social nature of global media events, expecting platforms than enable them to share the experience in a multicultural setting.  However, while traditional media companies have the financial power that affords the opportunity for exclusive coverage of global sporting events, they are at the same time, unequipped to transition their business models inline with higher audience expectations, given it requires them to creatively destroy the very business model that provides that financial power.  In fact, #NBCFail could have as easily been #ABCFail or #CBSFail, given most mainstream media organizations occupy a liminal existence between traditional mass media business models and business models that center around new media expectations.


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CNN. (2012, August 13, 2012). Nielsen: 2012 Olympics most-watched event in U.S. TV history  Retrieved August 19,, 2012, from http://marquee.blogs.cnn.com/2012/08/13/olympics-closing-ceremony-a-ratings-win/

Deitsch, R. (2012, August 10, 2012). Mark Lazarus responds to criticism. London 2012  Retrieved August 19,, 2012, from http://sportsillustrated.cnn.com/2012/olympics/2012/writers/richard_deitsch/08/10/NBCs-Mark-Lazarus-responds-to-criticism/3.html

Hashtracking. (2012, August 19, 2012). #NBCFail  Retrieved August 19,, 2012, from http://beta.hashtracking.com/ht-pro-rpt/cjeffers-nbcfail-2012-08-10/

Heistand, M. (2012, August 12, 2012). NBC: ‘We took a big bold swing’ with digital coverage  Retrieved August 19, 2012, from http://www.usatoday.com/sports/columnist/hiestand-tv/story/2012-08-12/NBC-London-Olympics/57015258/1

Holmes, L. (2012, August 6, 2012). Good Business, Bad Quality: How NBC Is Both Right And Wrong On The Olympics  Retrieved August 19,, 2012, from http://www.npr.org/blogs/monkeysee/2012/08/06/158198998/good-business-bad-quality-how-nbc-is-both-right-and-wrong-on-the-olympics

McChesney, R. W. (1989). Media made sport: A history of sports coverage in the United States. In L. A. Wenner (Ed.), Media, sports, & society (pp. 315 p.). Newbury Park, Calif.: Sage Publications.

McQuail, D. (2010). Mcquail’s mass communication theory (6th ed.). London ; Thousand Oaks, Calif.

Thousand Oaks, CA: Sage Publications.

Moore, H. (2012, July 30, 2012). NBC fail shows network’s commitment to ‘the last great buggy-whip Olympics’. Olympics 2012  Retrieved August 19,, 2012, from http://www.guardian.co.uk/commentisfree/2012/jul/30/nbc-fail-buggy-whip-olympics

Richter, P. (1985, December 12, 1985). General Electric Will Buy RCA for $6.28 Billion  Retrieved August 12,, 2012, from http://articles.latimes.com/1985-12-12/news/mn-16152_1_general-electric-will

Sandomir, R. (2012, July 29, 2012). Olympic Viewers Have a New Reason to Complain, and the Means to Do It. Olympics  Retrieved August 19,, 2012, from http://www.nytimes.com/2012/07/30/sports/olympics/nbc-olympics-delay-and-streaming-bring-complaints-on-twitter.html?_r=1&pagewanted=all

Stanley, T. (2012, August 6, 2012). NBC’s Olympic coverage has been a damning indictment of outdated monopoly media  Retrieved August 19,, 2012, from http://blogs.telegraph.co.uk/news/timstanley/100174920/nbcs-olympic-coverage-has-been-a-damning-indictment-of-outdated-monopoly-media/