Chapter 3 Communication and Sport

SPORTS MEDIA: Navigating the Landscape

Historical Context of Sports Media

• Seismic Shifts: Since 2000, sports media has undergone significant changes.

• Television vs. Internet: Although there were 34 national sports networks by 2016, television was losing overall media share to the Internet.

• Increased Accessibility: Advanced analytics (sabermetrics) and recruitment of young athletes have become easier due to media expansion.

  • E.g., junior high athletes able to connect with universities miles away.

• Emergence of New Platforms: Platforms like Bleacher Report have significantly increased their audience, reaching 60 million visitors monthly in 2016.

• Social Media Impact: Instant dissemination of news means updates become "old" in just an hour.

Modern Sports Media Landscape

• Fragmentation: The sports media landscape features numerous options catering to various audiences, leading to a complex interaction scenario.

  • Various networks and media types coexist, influencing audience experiences.

• Elastic Demand for Content: Contrary to expectations, increased new media traffic does not decrease traditional media traffic.

Four Lenses of Sports Media

1. Traditional Media

   • Continued relevance and power in sports viewership.

   • Sports telecasts dominated ratings in the U.S.; example: Super Bowl XLIX had 114.4 million viewers in 2015.

   • ESPN leads in cable subscriber fees, showing significant influence over sports media.

2. New Media

   • Websites such as ESPN.com traffic heavily rely on fantasy sports interests.

   • Broadcasters leverage new platforms (e.g., YouTube, Twitch) to reach younger audiences.

   • Emerging platforms like Rotoworld and Yahoo Sports cater to specific fan needs.

3. Social Media

   • Platforms like Facebook and Twitter facilitate direct engagement between fans and athletes.

   • Emerging data outlines usage trends and demographics for various platforms.

4. User Generated Media

   • User-created content (e.g., YouTube, Buzzfeed) allows fans to engage with sports in creative ways.

   • High traffic on videos of extreme sports and viral trends exemplifies user engagement.

Traditional Media's Role

• Print Media Decline: Fewer beat reporters and shifting priorities in sports sections.

• Statistics and Storytelling: Traditional newspapers focus more on commentary and less on statistical recaps due to Internet immediacy.

Framing Theory in Sports Media

• Developed by Erving Goffman, framing theory highlights how media influences audience perceptions.

  • Scholars study framing to assess biases affecting interpretations of sports coverage.

• Critical insights link sports media framing with broader societal issues around gender and ethnicity.

Changing Landscape of Sports Journalism

• Dynamic Sports Coverage: Sports coverage has shifted from straightforward reporting to analysis and speculation.

• Podcasting and Radio: Sports radio transforms with all-sports formats providing round-the-clock analysis beyond live games.

• Niche Channels & Counterprogramming: Channels like Fox Sports exploit niche markets, further expanding the media universe and sports programming.

New Media Trends

• Web Traffic Insights: ESPN.com and other portals thrive with millions of visitors, often focused on fantasy sports.

• Social Media Trends: Platforms allow fans and teams to engage directly, yet the boundaries between fan and journalist are increasingly blurred.

Social Media's Role in Sports Engagement

• Various platforms facilitate discussion between athletes and fans, strengthening emotional connections and kinship.

• Social media usage is demographically distinct, shaping how audiences consume and interact with sports.

User-Generated and Alternative Media

• Platforms like YouTube allow fans to create and share content, contributing to the democratization of sport coverage.

• Mainstream sports organizations now leverage user-generated platforms for broader engagement.

Conclusion

• The future of sports media is characterized by integration and convergence, merging traditional media with emerging technologies.

• Ongoing adaptations ensure sports media remains relevant in an evolving consumer landscape, meeting expanding fan appetites.

SPORTS MEDIA: Navigating the Landscape

Historical Context of Sports Media

Since the year 2000, sports media has undergone significant changes. While there were 34 national sports networks by 2016, television has been losing overall media share to the Internet. The expansion of media has increased accessibility, enabling advanced analytics (sabermetrics) and recruitment of young athletes. For example, junior high athletes are now able to connect with universities even miles away from their location. Platforms like Bleacher Report have emerged, significantly increasing their audience to reach 60 million visitors monthly in 2016. Additionally, social media's impact is evident as the instant dissemination of news means updates can become outdated in just an hour.

Modern Sports Media Landscape

The sports media landscape is complex and fragmented due to the numerous options catering to various audiences. Various networks and media types coexist, influencing audience experiences. Contrary to expectations, increased traffic from new media does not lead to a decrease in traditional media traffic.

Four Lenses of Sports Media

Traditional Media remains relevant and powerful within sports viewership. Sports telecasts continue to dominate ratings, with events like Super Bowl XLIX attracting 114.4 million viewers in 2015. ESPN is a prominent leader in cable subscriber fees, showcasing its significant influence over sports media.

New Media includes websites such as ESPN.com, where heavy traffic often relies on interests in fantasy sports. Broadcasters are now leveraging new platforms like YouTube and Twitch to reach younger audiences, while emerging platforms like Rotoworld and Yahoo Sports cater to specific fan interests.

Social Media enables direct engagement between fans and athletes through platforms like Facebook and Twitter. This has led to the emergence of usage trends and demographic insights across various platforms.

User Generated Media is another facet where user-created content, such as videos on YouTube and Buzzfeed, allows fans to engage with sports in innovative ways. High traffic on videos showcasing extreme sports and viral trends exemplifies this user engagement.

Traditional Media's Role

While traditional print media is on the decline, with fewer beat reporters and shifting priorities in sports sections, it continues to play a significant role. Newspapers are increasingly focusing on commentary over statistical recaps, a change prompted by the immediacy of the Internet.

Framing Theory in Sports Media

Developed by Erving Goffman, framing theory examines how media influences audience perceptions, leading scholars to analyze biases in sports coverage. Critical insights link media framing in sports with broader societal issues, specifically around gender and ethnicity.

Changing Landscape of Sports Journalism

The approach to sports coverage has evolved from straightforward reporting to encompassing analysis and speculation. Podcasting and radio have transformed into all-sports formats, providing continuous analysis beyond live games. Niche channels, such as Fox Sports, exploit specific markets, further expanding the media universe and enhancing sports programming.

New Media Trends

Web traffic insights indicate that portals like ESPN.com thrive with millions of visitors, often tied to fantasy sports interests. Social media trends highlight the direct engagement between fans and teams, though the boundaries between fan and journalist are increasingly blurred.

Social Media's Role in Sports Engagement

Various platforms facilitate discussions between athletes and fans, strengthening emotional connections. The demographic distinctions in social media usage further shape how audiences consume and interact with sports.

User-Generated and Alternative Media

Platforms like YouTube enable fans to create and share content, contributing to a democratization in sport coverage. Mainstream sports organizations are now harnessing user-generated platforms to enhance broader engagement.

Conclusion

The future of sports media is characterized by integration and convergence, merging traditional media with emerging technologies. Ongoing adaptations will ensure that sports media remains relevant in an evolving consumer landscape, continually meeting the expanding appetites of fans.