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

Shane Chang Lee, Po Hsiu Lin, Jye Shyan Wang, Chih Cheng Huang, Chen Yuan Chen*, Po Hsuan Huang

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)3000-3006
Number of pages7
JournalInternational Journal of Physical Sciences
Issue number12
Publication statusPublished - 2011 Jun


  • Agenda setting
  • Chien-Ming Wang
  • Endorsement marketing
  • News coverage
  • Sports media

ASJC Scopus subject areas

  • Electronic, Optical and Magnetic Materials
  • Physics and Astronomy(all)


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