The relationship between sport and the media is the defining commercial connection for both industries at the beginning of the twenty-first century. The media has transformed sport from an amateur pursuit into a hyper-commercialised industry, while sport has delivered massive audiences and advertising revenues to the media. As such, the sport media relationship must be managed. Sport and the Media: managing the sport-media nexus is a unique text which combines an analysis of the sport media industry with practical sport media management skills. The book is designed to equip students within sport management and related courses who need to understand the nature and scope of the sport media nexus, as well as develop the skills to manage the media promotion and coverage of sport organisations. After using this book throughout the course of a semester of study a student will understand the: * Historical development of sport and the media * Current commercial and contextual relationships between the media and sport industries * Ways in which audiences and advertisers drive the media coverage of sport * Ways in which the media industry generally and the sport industry more specifically are structured to produce content/news/products * Ways in which the media represents sport in order to sell it Through an understanding of these issues, it is expected that the student will have the foundation knowledge that will enable he or she to implement successful sport media management. As such, after using this book throughout the course of a semester of study a student will have developed a range of skills and be able to: * Plan for sport media coverage throughout the course of a season or year * Use a range of promotional tools and strategies as appropriate to the requirement and context (such as e-release, media conference, etc.) * Manage the media image of athletes within a sport organisation and be aware of the ways in which the media will seek to use those athletes * Manage the media representation of a sport organisation during a period of crisis or scandal Finally, it is expected that a student who uses Sport & the Media: managing the sport-media nexus will have sufficient knowledge of the possible future developments in the sport and media industries to be able to develop the sport organisation in which they work, so that they are able to respond quickly and effectively to media coverage and promotional opportunities in an increasingly mediated, commercial and global sport environment. Similarly, those who work within sport organisations will be able to obtain sustainable, quality and positive media coverage from a variety of media organisations, through reading this text * The definitive undergraduate resource for understanding how to manage the commercially critical relationship between sport and the media * A user-friendly combination of theoretical concepts and practical applications completed by global case study material * Developed learning features specifically created for semester long courses accompanied with online resources for lecturers
Author(s): Matthew Nicholson
Series: Sport Management
Publisher: Butterworth-Heinemann
Year: 2006
Language: English
Pages: 240
Front cover......Page 1
Sport and the Media: Managing the Nexus......Page 4
Copyright page......Page 5
Contents......Page 6
Series Editor......Page 12
Sport Management Series Preface......Page 14
Preface......Page 16
Part One: Sport Media Foundations......Page 18
1 Sport and the media: a defining relationship......Page 20
Defining sport and the media......Page 21
The nexus......Page 23
Sport media saturation......Page 25
Managing the nexus......Page 28
Technology......Page 29
Convergence......Page 30
Globalization......Page 31
The structure of the book......Page 32
Review questions and exercises......Page 33
2 Media games: the evolution of the nexus......Page 35
The beginning?......Page 36
Radio waves......Page 38
Small screen, big impact......Page 39
Internet......Page 44
Mobile technologies......Page 47
Review questions and exercises......Page 48
Part Two: Sport Media Landscapes......Page 50
3 Global players: the sport and media industries......Page 52
Entertainment and profit driven......Page 53
Key media players......Page 54
Time Warner AOL......Page 55
The Walt Disney Company......Page 56
News Corporation......Page 57
Comcast......Page 58
Vivendi Universal......Page 59
Comparisons and connections......Page 60
The media industry......Page 61
Key sport players......Page 63
King football......Page 64
Major events......Page 65
Motor sport......Page 67
Review questions and exercises......Page 68
4 Putting up big numbers: broadcast rights and revenue......Page 72
Introduction......Page 73
Broadcast rights......Page 75
Selling rights......Page 76
Buying rights......Page 77
Segmenting the market......Page 80
The value of rights......Page 81
Media perspectives......Page 82
Sport perspectives......Page 83
Recovering rights fees and maximizing exposure......Page 87
Sport sponsorship and media......Page 89
Review questions and exercises......Page 91
5 Balancing the scales: sport media regulation......Page 93
Introduction......Page 94
Government intervention......Page 95
Europe......Page 98
Australia......Page 104
China......Page 106
Summary......Page 107
Review questions and exercises......Page 108
6 Content is king: sport media texts......Page 109
What is a text?......Page 110
Decoding media......Page 111
Personification......Page 112
Modes of sport writing......Page 113
Photographs......Page 114
Themes in sport media texts......Page 115
Gender......Page 116
Race......Page 117
Review questions and exercises......Page 118
7 Working the beat: sport media production......Page 122
Sport media producers......Page 123
Newsworthiness......Page 125
Deviance......Page 127
The beat system......Page 128
Implications for sport media management......Page 131
Summary......Page 134
Review questions and exercises......Page 135
Part Three: Sport Media Strategies......Page 136
8 Sport media planning and promotion: the foundations of coverage......Page 138
Advertising and publicity......Page 139
Setting media goals......Page 142
Getting to know the media......Page 143
Media coverage opportunities......Page 146
Media grids and charts......Page 148
Knowing yourself......Page 149
Strategies specific to small- to medium-sized sport organizations......Page 150
Review questions and exercises......Page 151
9 Feeding the media: communications......Page 152
Releases......Page 153
Improving the media release......Page 157
Why didn't the release make the cut?......Page 158
Fact sheets......Page 160
Media advisories......Page 161
The schedule......Page 162
Media guides......Page 163
Summary......Page 166
Review questions and exercises......Page 167
10 Feeding the media: interactions......Page 168
Media conferences......Page 169
Media events......Page 174
Interviews......Page 175
Interviewee checklist......Page 177
Purpose......Page 178
Summary......Page 179
Review questions and exercises......Page 180
11 Cash cows? The commodity of sport celebrity......Page 184
What are sport stars?......Page 185
Circuits of promotion......Page 186
Player management......Page 187
Sport star narratives......Page 188
Limitations......Page 194
Review questions and exercises......Page 195
12 Not all publicity is good: managing crises, scandals and reputations......Page 196
Crises and scandals......Page 197
Crisis and scandal impact......Page 199
Crisis and scandal management......Page 204
Phase 2: preparation and prevention......Page 205
Phase 3: containment and damage limitation......Page 208
Phase 4: recovery......Page 209
Phase 5: learning......Page 210
Review questions and exercises......Page 211
Part Four: Sport Media Futures......Page 214
13 Sport media futures: a brave new world?......Page 216
Technology......Page 217
Globalization......Page 218
Ownership, rights and regulations......Page 219
New media......Page 224
Positive or negative coverage?......Page 225
Sport celebrity......Page 226
Review questions and exercises......Page 227
References......Page 228
C......Page 236
M......Page 237
R......Page 238
X......Page 239
