Abstract
Golf became part of the American landscape in the 1920s, both literally and figuratively. Many factors contributed to the tremendous growth of the game, including urbanization and increased leisure time. This article shows how national, mass-circulation magazines also contributed to that growth. How media frame an issue influences how the public perceives it, and that influences public opinion. A frame analysis of 250 magazine articles from thirty-five magazines revealed four frames: game enhancement, benefits, mythical nature of golf, and Bobby Jones adulation. These frames all helped promote the acceptance of golf and increased participation in it. Thus, magazines, which were one of the true mass media of the decade, contributed to the sport's growth by the way they framed it.
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