International Journal of
Physical Sciences

  • Abbreviation: Int. J. Phys. Sci.
  • Language: English
  • ISSN: 1992-1950
  • DOI: 10.5897/IJPS
  • Start Year: 2006
  • Published Articles: 2557

Full Length Research Paper

Mass media in Taiwan and the formation of Chien-Ming Wang’s baseball superstar image

Shane-Chang Lee1, Po-Hsiu Lin2, Jye-Shyan Wang1, Chih-Cheng Huang3, Chen-Yuan Chen4,5,6* and Po-Hsuan Huang6,7
1Department of Physical Education, National Taiwan Normal University, No 162, HePing East Road Section 1, Taipei 10610, Taiwan. 2Graduate Institute of Sports and Leisure Management, National Taiwan Normal University, No 162, HePing East Road Section 1, Taipei 10610, Taiwan. 3Physical Educational Office, National Yang-Ming University, No.155, Sec.2, Linong Street, Taipei, 112 Taiwan. 4Doctoral Program in Management, National Kaohsiung First University of Science and Technology, 2 Jhuoyue Rd. Nanzih, Kaohsiung 811, Taiwan. 5Global Earth Observation and Data Analysis Center (GEODAC), National Cheng Kung University, No 1, Ta-Hsueh Road, Tainan 701, Taiwan. 6Department and Graduate School of Computer Science, National Pingtung University of Education, No. 4-18, Ming Shen Rd., Pingtung 90003, Taiwan. 7Department of Computer Science and Information Engineering, National Central University, No.300, Jhongda Rd., Jhongli City, Taoyuan County 32001, Taiwan.
Email: [email protected]

  •  Accepted: 17 May 2011
  •  Published: 18 June 2011


This study aims to analyze the methods used by mass media in Taiwan to manipulate the idolization of Chien-Ming Wang on his road to become a well-known Taiwanese baseball star using documentary analysis method and to further explore how Chien-Ming Wang had become the most famous star in Taiwan under the manipulation of mass media through marketing by interviewing some sports journalists and Wang’s sponsors. And it is found that Chien-Ming Wang’s outstanding performance as a Yankee player in the Major League had got Taiwanese mass media’s attention. Therefore Taiwanese mass media had adopted the agenda-setting method to sell Chien-Ming Wang to audience/readers through news framing. At the same time, Wang had been labeled. Wang’s eastern characteristics which are valued by eastern society, such as being silent and hard-working with fighting spirit while putting the team ahead of his personal glory, had been combined with mass media. Sports sponsors had also used these elements to sell products related to Wang. Thus, under the combination of mass media and symbols of eastern values, Wang had become a celebrated sports superstar in Taiwan.


Key words: Chien-Ming Wang, sports media, agenda setting, endorsement marketing, news coverage.