dimensions. The messages thus overlap and will impact all three publics. Moreover the way the messages are interpreted may vary as the encoding ultimately comes down to the individual.
The examples provided within the framework of Stiff and Mongeau’s (2006) dimensions of persuasive activity show the different techniques, themes and narratives used to encourage a general positive opinion about the event. However it can be argued that the press releases not only included persuasive communication but also provided information useful for the public interest. The campaign team presents one press release completely as a service guide for people interested in or affected by the execution of the event (TDY Press Release 14). That would counteract …show more content…
They not only promote the women’s bike race several times prominently in press releases (TDY Press Releases 6/9/11) but they also present female cyclist in a way that emphasises how they are just as good or even better than their male counterparts. Similar to the description of the male athletes the women cyclists are called “stars” (TDY Press Release 11). In addition to that they are especially praised for their achievements such as the fact that they “set a women’s record (…) which beat the men’s record for two years” (TDY Press Release 11). Even though that statement is critical as it can be argued that it presents the men’s record as the measure of all things. Nevertheless the fact that the female athletes are identified as celebrities is important as Davis (2013) argues that it gives them symbolic power. That symbolic power can influence social behaviours and practices such as the preconception about the importance of male and female sports. L’Etang (2013:124) goes even one step further and points out that the power of sport is not only symbolic but can be seen as a “societal intervention”. In terms of the portrayal of the female athletes is can therefore be argued that the campaign promoted them in the same way as the male athletes. That gives them at least the same chance of financial sponsorship and public
The examples provided within the framework of Stiff and Mongeau’s (2006) dimensions of persuasive activity show the different techniques, themes and narratives used to encourage a general positive opinion about the event. However it can be argued that the press releases not only included persuasive communication but also provided information useful for the public interest. The campaign team presents one press release completely as a service guide for people interested in or affected by the execution of the event (TDY Press Release 14). That would counteract …show more content…
They not only promote the women’s bike race several times prominently in press releases (TDY Press Releases 6/9/11) but they also present female cyclist in a way that emphasises how they are just as good or even better than their male counterparts. Similar to the description of the male athletes the women cyclists are called “stars” (TDY Press Release 11). In addition to that they are especially praised for their achievements such as the fact that they “set a women’s record (…) which beat the men’s record for two years” (TDY Press Release 11). Even though that statement is critical as it can be argued that it presents the men’s record as the measure of all things. Nevertheless the fact that the female athletes are identified as celebrities is important as Davis (2013) argues that it gives them symbolic power. That symbolic power can influence social behaviours and practices such as the preconception about the importance of male and female sports. L’Etang (2013:124) goes even one step further and points out that the power of sport is not only symbolic but can be seen as a “societal intervention”. In terms of the portrayal of the female athletes is can therefore be argued that the campaign promoted them in the same way as the male athletes. That gives them at least the same chance of financial sponsorship and public