This study examined changes in sports coaching discourse within South Korean online sports media across two analytical periods (2018–2020 and 2023–2026). Drawing on critical discourse studies and computational text analysis, 3,272 online news articles were analyzed using frequency analysis, TF-IDF, semantic network analysis, centrality analysis, CONCOR clustering, and Latent Dirichlet Allocation (LDA) topic modeling. The findings revealed that crisis-related themes associated with player welfare, human rights, and abuse became less visible over time, while leadership and management remained central features of coaching discourse. Media representations shifted from institutional governance toward practical coaching environments centered on training, team operations, and performance. These findings suggest that coaching discourse is selectively reconstructed within digital media environments, contributing to differences in the visibility of coaching-related issues over time. This study contributes to sports communication research by demonstrating how contemporary media representations shape the visibility of coaching-related issues.
Sun Hee Kim (Wed,) studied this question.