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Evaluating the Use of Communication and Technology by High School Athletic Directors to Navigate the COVID-19 Pandemic

Tyler Ratts, Braden Norris, and Brian Mancuso

High school athletics represents a major segment of the sport industry and is regarded as an important component in youth development in the United States. Roughly 57% of high school students participate in at least one sport, which totals nearly 8 million student athletes ( “Cost,” 2020

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A Review and Research Agenda for Brand Communities in Sports

David Wagner

Research on brand communities has burgeoned over the past 2 decades. Today many, if not most, sport organizations are entertaining dedicated brand communities. This article traces the development of community thinking in the field of sport management and marketing. Key articles on brand communities in leading journals in the field are identified, reviewed, and their core contributions distilled. By drawing on literature from adjacent fields, seven areas of future research are proposed: make or buy community, getting value from community, building a community capability, solving the community engagement puzzle, focusing on effective community engagement practices, analyzing the full community life cycle, and community for Web 3.0. The article provides a number of recommendations for future research on brand communities in sport management and marketing, enabling scholars to advance knowledge for both research and practice.

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Examining How High School Athletic Directors Leverage Communication With Key Stakeholder Groups to Inform Performance Appraisals of Head Coaches

Tyler Ratts

With over 55% of all high school students participating in at least one sport, which represents nearly eight million student-athletes, interscholastic athletics play an important role in the educational experience for those within the United States ( Grant, 2021 ). Given not only the high

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The Ethics of Online Coverage of Recruiting High School Athletes

Molly Yanity and Aimee C. Edmondson

Coverage of the recruitment of high school athletes has exploded in the last decade as the advent of the Internet turned a once-obscure type of coverage into a multimillion-dollar industry. The demand for information about college football recruits has led to new ethical challenges for Web-based publications. This survey of sport media identifies some of the ethical challenges associated with such coverage and proposes a code of ethics for Web-based media outlets. Media covering high school recruiting can use these guidelines to gain and maintain credibility, to uphold a high level of ethics, and to avoid restrictions or rules mandated by an outside source in a specialized beat where high school students are the primary subjects.

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The Parents’ Guide to Education-Based Athletics: Everything They Should and Need to Know

Brian Mancuso

By David Hoch. Independently published 2021. $9.99 . 128 pp. ISBN: 979-8756183306 David Hoch—a well-known, frequently published (e.g., hundreds of articles in magazines and journals), retired athletic administrator—has written a book for parents and guardians of high school students who

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Blurred Lines: An Examination of High School Football Recruits’ Self-Presentation on Twitter

Evan L. Frederick and Galen Clavio

The purpose of this study was to explore self-presentation among highly ranked high school football recruits on Twitter. The top 10 athletes in the ESPN 300 were selected for analysis. Specifically, an inductive thematic analysis of the athletes’ tweets was conducted using grounded theory and constant-comparative methodology. Tweets were analyzed from the beginning of the football season through national signing day on February 5. Five self-presentation categories emerged from the data analysis including the personalist, interactivist, promotionalist, culturalist, and vocationalist. Overall, the high school athletes in this study were more likely to use Twitter to engage in backstage (i.e., candid) self-presentation than front-stage (i.e., calculated) self-presentation. While these athletes did use front-stage self-presentation, the performances were characterized by a highly personalized approach to communicating. The candid nature of these athletes’ use of Twitter suggests that proactive education of how to properly use social-media platforms is essential.

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Whither College Sports: Amateurism, Athlete Safety, and Academic Integrity

Brian Mancuso

situation created alarm among college presidents as they attempted to find a solution to this problem. Another item worth noting from the history of the National Collegiate Athletic Association (NCAA) in Chapter 1 is that college presidents found that the best publicity for their schools came from winning

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Opportunities for Advancing Relationship Marketing and Social Media Research

Rebecca M. Achen

specific element of relationship quality. Because there are differing schools of thought for relationship marketing in the literature, researchers studying social media in sport should consider which prevailing approach to relationship marketing their research is derived from. While Palmer et al. ( 2005

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Sport Mediatization, Connected Fans, and Playfulness: An Introduction to Parasocial Pretend Play

Jeffrey W. Kassing

physical, social, and cognitive spontaneity for children, as well as manifest joy (i.e., the expression of enjoyment) and sense of humor ( Barnett, 1990 ). And it varies across contexts, with children engaging in greater amounts of play at home and less at school and in community settings ( Rigby & Gaik

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Augmented Basking in Reflected Glory? A Case Study of Psychological Mechanisms Underlying Sport Fans’ Augmented Reality Filters

Jingyue Tao, Natalie Brown-Devlin, and Ali Forbes

.4%) Educational achievement  High school/GED 9 (7.1%) 11 (8.9%) 20 (8.0%)  Some college 16 (12.6%) 14 (11.4%) 30 (12%)  Two-year college degree 12 (9.4%) 14 (11.4%) 26 (10.4%)  Four-year college degree 67 (52.8%) 57 (46.3%) 124 (49.6%)  Master’s degree or above 23 (18.1%) 27 (22%) 50 (20%) Note. GED = General