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BEYOND MICHAEL PHELPS: HOW CAN USA SWIMMING PROMOTE THE SPORT IN THE POST-PHELPS ERA?
by
Daniel Lee
A Professional Project Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2011
Copyright 2011 Daniel Lee
Object Description
| Title | Beyond Michael Phelps: How can USA swimming promote the sport in the post-Phelps era? |
| Author | Lee, Daniel |
| Author email | lee92@usc.edu; dlee1019@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-05-04 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-05-04 |
| Advisor (committee chair) | Wang, Jay |
| Advisor (committee member) |
Kotler, Jonathan Durbin, Dan |
| Abstract | Michael Phelps has become the greatest star in swimming history after winning eight gold medals at the 2008 Olympics in Beijing, breaking the 36-year-old record of seven that Mark Spitz held. His performance brought unprecedented attention to the sport, with millions watching on TV around the world. It created a surge in membership in USA Swimming. But Phelps has said he plans to retire after the 2012 Olympics in London. What will happen with the sport then? How can USA Swimming continue to draw participants and spectators without its most famous star? This thesis examines the evolution and developments in the sport that helped produce Phelps; it also analyzes swimming currently and makes suggestions on how USA Swimming can better promote itself. |
| Keyword | public relations; Olympics; swimming; USA Swimming; Michael Phelps; communications; sports |
| Geographic subject (country) | USA |
| Coverage date | 2008/2011 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3904 |
| Rights | Lee, Daniel |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Lee-4555 |
| Archival file | uscthesesreloadpub_Volume32/etd-Lee-4555.pdf |
Description
| Title | Page 1 |
| Full text | BEYOND MICHAEL PHELPS: HOW CAN USA SWIMMING PROMOTE THE SPORT IN THE POST-PHELPS ERA? by Daniel Lee A Professional Project Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2011 Copyright 2011 Daniel Lee |
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