SLM 340: Communication in the Sport Industry

sport communication

a process by which people in sport, in a sport setting, or through a sport endeavor share symbols as they create meaning through interactions

5 key concepts of sport communication

genre, context, process, elements, and effects

genre

researchers in communications use a variety of approaches in studying their subject matter since no single approach can adequately address the subject

context

can be interpersonal communication (2 people), group communication (3 or more people), organizational communication (internal and external), and mass-mediated communication (shared with large audiences through print, electronic, or new media channels)

process

involves multiple participants, sharing of symbols, interactions are meaningful, and related dynamics are multiple and varied

elements

includes sender, message, channel, receiver, encoding and decoding, and feedback

sender

communication source

message

the denotation and connotation of the spoken or written words and the pictures that the sender produces

channel

the delivery system or the way in which the message gets from sender to receiver (spoken word, gestures, broadcast, TV, film)

receiver

one person or several people who are listening to a speaker, reading a magazine, or visiting a website

encoding and decoding

how you assign meaning to the communicated message

feedback

helps the communicator understand whether the receiver got the correct messages

effects

varied results of communication regarding how it affects audience members and society in general — uses and gratification, agenda setting, innovation, diffusion of information, modeling, and cultivation

uses and gratification

self-select which mass media messages to embrace based on their psychological dispositions/needs and reject messages they do not find useful or gratifiying

agenda setting

mass media influences which issues people think about

innovation

mass media may influence audience members by providing information regarding new developments, products, or services

diffusion of information

mass media can affect large numbers when people receive a message through the media then share that message with others

modeling

media messages provide models that people follow — children and young adults may be inclined to alter their behavior based on media messages they consume

cultivation

media messages influence opinions and attitudes based on the media consumption and patterns of audiences

strategic sport communication model (SSCM)

provides a framework for interaction between communication dynamics and settings with three different components

Component I

personal sport communication, organizational sport communication, and communication skills like writing and speaking

Component II

mass media and mediated communication through publishing and print, electronic and visual communication, and internet-based communication

Component III

communication services and support — research and sport public relations

4 models of public relation practices

publicity and press agentry, public information model, asymmetrical approach, and symmetrical approach

one-way models of public relations practice

publicity and press agentry model and public information model

two-way models of public relations practice

asymmetrical approach and symmetrical approach

publicity and press agentry model

do not seek input from their key publics — concerned with pushing out messages that reach a wide audience

public information model

offer useful services to members of the mass media and the public by providing information in a credible manner

asymmetrical approach

communication requires give and take — gather information from the public before crafting public relations messages

symmetrical approach

uses planned information gathering as well, but recognizes that they may need to negotiate mutually acceptable solutions

news releases

disseminate information to targeted publics in the most positive light possible

news conferences

allows face-to-face interaction with members of media as a spokesperson offers information or makes a statement

game services

press box area for the media, unobstructed view of the competition, separate booths or spaces for home and visiting personnel, and providing stats, results, and other information to the media

community relations

the promotion of charitable initiatives affiliated with the sport organization and the development of opportunities to directly engage with diverse stakeholders — Ex. donating resources to charity, hosting fundraising events, or charity auctions