Events Framed by the Mass Media: Media Coverage and Effects of America's Cup Preregatta in Sweden

There are usually two arguments for the support of public opinion in arranging events: the event will yield economic benefits, and the event will attract journalists and gain media exposure leading to positive image effects. In this article the latter argument is analyzed in relation to earlier research in media and communication studies and an empirical media analysis of the America's Cup preregatta that took place in Malmö, Sweden in 2005 is presented. It is concluded that generally held belief in media effects of events is oversimplified and that there is a need to develop a political and public understanding of these processes. The empirical analysis shows that the preregatta media coverage was negative regionally while appearing neutral at the national and international levels.