This research utilized printed news by content analyses to examine the societal values of CPBL for Taiwan’s society and residents. “Chinese Professional Baseball League” was used as the keyword to search relevant news reports in the database Udndata and obtain 20,217 articles. A yearly proportionate stratified random sampling was adopted to draw 500 articles for the content analysis. The demand theory, the value theory and the capital theory were applied to extract six types of societal values of CPBL(Chinese Professional Baseball League)including entertainment, social need, self-esteem, moral, health, and economic values as guiding principles for a semi-structured coding in the content analysis. Specific codes and frequently used news words were derived and one more theme globalization emerged. Entertainment and economic values were the most frequently coded values. Entertainment refers joyful feeling brought by CPBL to Taiwan’s residents. The economic value implies that the industry of CPBL can bring economic activities and help promote Taiwan’s economic growth. Then the second frequently coded values were self-esteem and moral.Self-esteem refers to vicarious achievement with basking in reflected glory by supporting a team or player. Morals refer to social responsibilities of CPBL and sportsmanship for the audience to appreciateThe least frequently coded values were social need, globalization and health. The social need implies that CPBL provides a forum for residents to satisfy a sense of belonging. Globalization implies that CPBL might help increase Taiwanese to cultivate more international perspective and also increase Taiwan’s international recognition. Finally, the value of health refers to cultivate the perceived importance in doing exercise and playing sports for health in the society of Taiwan.
