What will our feature be about?
SportsNerd will be an informational,
educational, newsworthy feature blog about sports in the context of media
convergence. The sports social media landscape has transformed dramatically
over the last few years and it continues to change at a rapid pace. Currently
sports media is a very exciting industry; as the grassroots of the traditional
media representation and corporate media interweave in such a way that present the
balance of power shift in unpredictable ways among athletes, media producers,
and media consumers. SportsNerd will be:
- Analysing the cooperation/linkage
amongst the three – athletes, media producers (by media producers I mean:
business/brands and/or their appointed advertising/marketing/media agencies)
and media consumers (fans, audiences)). For example, sports sponsorships:
companies are constantly looking for ways to get their name out there at any
cost. (“Twitter? It
beats a gold medal: Sponsorship firms are more interested in number of
followers than victory” by Daily mail reporter). How does that affect evolving fan practices
or even athletes?
- Examining the content across the
different media platforms that is produced by athletes themselves, audiences
and sports media. For example, athletes’ self-branding can be effective without
any sponsor’s help. Social media can empower them to be the media, hence they
can communicate directly with the end market/consumers. Through the case
studies we will see that it is much more complicated than that.
- Investigating the ethics around
sports as a business sector (looking into ambush marketing, culture jamming)
and how the social media now is a key vehicle for it. For example, Subway is
not an official sponsor (it has not paid the crazy amount of money to be the
one!), but it still manages to get its name out there by calling itself ‘an
official training restaurant’. How did that happen? What are the policing
around it?
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