This study aimed to compare professional sport consumers on the basis of their ideology, spectator motivation, and message framing. In order to answer the research questions, the study first examined whether message framing effects existed across the designated variables. The study also assessed whether there were any differences in progressive-conservative ideology and motivation across respondent groups. The participants were spectators of two professional sports, soccer and baseball, sourced from 9 stadiums. Data were collected by the researcher and 33 survey assistants, from May to August 2013. The results of a chi-square test, MANOVA, and MANCOVA indicated that significant effects in message framing existed across the two variables. The findings also showed differences in ideology and motivation across major variables (e.g., age, gender, sports, and choice of newspaper). Some issues including media communication strategies were discussed based on the results of this study.
