Promoting golf in the Golden Age : a frame analysis of the writings of O.B. Keelor and Grantland Rice

This study uses a frame analysis to show how O.B. Keelor (1882-1950) of the Atlanta Journal and Grantland Rice (1880-1954) of the New York Herald Tribune influenced the growth of golf in the United States with their newspaper writings in the 1920s. How media frame an issue influences how the public perceives it, and news slant or angle influences public opinion.

Many things, including urbanization, industrialization and the end of World War I, contributed to the growing popularity of golf during the 1920s. The media, specifically newspapers, played an important role in golf's development. The number of golf courses registered with the United States Golf Association tripled during the 1920s, and the number of rounds played also increased.

Keelor is partly responsible for creating the legendary status attained by Bobby Jones (1902-1971). Jones won 13 major championships during his career including the Grand Slam in the 1930. This research identifies the frames Keelor used in the Atlanta Journal to promote Jones. Through the use of descriptive language Keelor was able to develop the mythical excellence of Jones. Rice's two columns for the New York Herald Tribune were "Sportlight" and "Tales of a Wayside Tee." Rice promoted golf in both columns as well as contributed to the mythmaking of Jones. This research examines and identifies the specific language both writers used to promote Jones and the image of golf. An index of articles Keelor wrote during major championships in which Jones played is provided.