demands to build a new media presence by maintaining their own website; providing frequent updates on social media platforms such as Facebook, Twitter, and Instagram; writing blog posts; and engaging with fans and other stakeholders online. Peña, Arauz, Sha, and Garcia ( 2011 ) stated that new media “is
Coyte G. Cooper
Upon being hired as an assistant wrestling coach at a National Collegiate Athletic Association (NCAA) Division I program, you have learned that your head coach has given you the task of spearheading the marketing efforts for the upcoming season. With little knowledge in this area, you have decided to apply to the National Wrestling Coaches Association (NWCA) Leadership Academy in August at their annual convention. After being accepted, you have learned that a primary emphasis of the academy is providing coaches with the skill sets necessary to be the CEO of their program. As you attend the different sessions at the academy, there are a variety of different traditional and new media marketing initiatives that are presented as potential strategies to grow programs at the local level. With a goal of increasing attendance and social media followers, you are now presented with the challenge of developing a plan to better market the program moving forward.
Andrea Eagleman, Lauren M. Burch, and Ryan Vooris
Traditional media coverage of the Olympic Games has been shown to exhibit biases in terms of gender, nationality, and the type of sports covered, which can contribute to negative societal consequences and inaccurate historical records of such events. Scholars have suggested that because of the Internet’s expanded spatial parameters, new media have the ability to provide more equitable coverage of events such as the Olympics. In this study, we used agenda setting theory to employ a content analysis methodology to determine whether different constructions of the 2012 London Olympics were presented to media consumers on news websites in Australia, Brazil, China, Great Britain, Kenya, and the United States. Findings indicated that very few gender, nationalistic, or sport biases existed in any of the countries’ coverage, lending credence to the notion that the Internet affords media managers with an opportunity to provide more equitable coverage and thus a more accurate depiction of events.
Drawing upon data collected during the Canadian Broadcasting Corporation’s 2011 Hockey Day in Canada broadcast, this paper examines how users of Twitter variously reproduced or contested this mediated television program. Three emergent themes from these data are discussed: the sociocultural importance of hockey to Canadians; the corporate sponsorship of Hockey Day in Canada; and the role of controversial commentator Don Cherry on the Canadian public broadcaster. These data suggest that new media can be a site for collective discussion on important sociopolitical issues, a conclusion that is discussed with reference to Scherer and Whitson’s (2009) argument that access to hockey broadcasts is a component of Canadian cultural citizenship; and Jenkins’ (2006a; 2006b) research on access to and participation in new media cultures.
Adrian Bauman and Josephine Chau
This paper reviewed a) mass media campaigns and b) ‘new media’ interventions to promote physical activity. They are different kinds of interventions, with campaigns being mass-reach communications efforts to increase population awareness of physical activity. ‘New media’ interventions assess the impact of web-based, internet, other ’new media’ and e-mail-delivered interventions to increase physical activity.
Previous reviews of mass media campaigns and ‘new media’ interventions were assessed, and more recent peer-reviewed publications identified using routine electronic databases. For each area, a framework for interventions was described, and evidence for the effectiveness of these interventions, the main outcomes of interest, and methodological strengths and weaknesses were identified.
For mass media campaigns, key recommendations were to use consistent and well-branded messages, and for campaigns to be integrated across local, State and national levels, with sufficient resources to purchase sufficient media. Mass media campaigns should be subject to rigorous formative, process and impact evaluation. For ‘new media’ interventions, there is clear evidence of effectiveness, but efforts should be made to increase the reach and generalizability of these interventions. They should be provided as a low cost component of integrated communitywide physical activity programs.
Andrea N. Geurin-Eagleman
Masters sport participation is continually increasing, and although much research has uncovered masters participation motives, it has been noted that an understanding of community among masters athletes was also necessary. Online communities of sport participants have been examined only minimally, with research uncovering correlations between new-media use and sport-participation frequency. Using uses and gratifications theory, this study sought to examine masters gymnastics participants to develop a better understanding of athletes’ use of online communities in relation to their sport participation and examine differences in online community use based on demographics. Online survey results from 164 international participants revealed they used new media primarily for fanship, information, and technical knowledge, and online masters gymnastics communities were most often extensions of in-person training groups and communities. These findings and their implications are discussed in the article.
This discussion illustrates how fans of women’s artistic gymnastics have used rapidly innovating platforms for user-generated content to create and access sporting information. In doing so, these fans are contributing to the formation of rich collective intelligences around the sport and how these new-media texts are beginning to affect mainstream sports media coverage. Using gymnastics fandom as an example, this discussion demonstrates how online culture has become a prime outlet for those with niche sporting interests. These new-media forms such as blogs, video platforms, and message boards augment and act as supplements to the mainstream sports media coverage, as well as expanding the kinds of information sports fans now can access in this enriched information environment.
Thomas Patrick Oates
This essay identifies an emerging form of pleasure offered to fans of elite football. I name this mode of engagement “vicarious management” and focus on its emergence in National Football League (NFL) related products of fantasy football, media coverage of the NFL draft, and the video game Madden NFL. Through an analysis of sports marketing literature and promotional materials provided for consumers by ESPN and EA Sports, the article posits that the emergence of vicarious management is overdetermined by emerging financial opportunities in media culture and ideological instabilities within race and masculinity. I identify how vicarious management offers new opportunities for integrating and expanding corporate reach while constructing masculine athletic subjectivity in ways that addresses deeply felt anxieties in White masculinity.
Mathieu Winand, Matthew Belot, Sebastian Merten, and Dimitrios Kolyperas
can be generated by using new-media platforms such as Twitter to achieve marketing objectives. Created in 2006, Twitter has been described as a microblogging site ( Campos et al., 2013 ; Hambrick, 2012 ; Smith, Fischer, & Youngjian, 2012 ; Witkemper et al., 2012 ), where users post what are known
Qingru Xu and Peggy J. Kreshel
In this case study, the authors examined media representations of two Chinese female athletes—state athlete Ding Ning and professional athlete Li Na—in China, a nation undergoing social transformation and a sport-reform initiative. Analyzing stories from two Chinese web portals (i.e., Sina and Tencent), the authors analyzed how (a) gender, (b) nationalism, and (c) the individualism–collectivism continuum entered into media representations of these two female athletes. Notable differences emerged in all three conceptual areas. A fourth theme, which the authors have identified as the commercialized athlete, also emerged. Possible explanations and implications are discussed.