Chapter 4: Sport Communication and the Strategic Sport Communication Model (SSCM) Lecture 5 {Date}

Lecture Outline Defining sport communication Examining the theoretical framework of SC Contexts Process Identifying the elements of SC Analyzing the SSCM

Profile of a Sport Communicator: Greg Norman Iconic status: The Shark Engaged in SC Nickname Interviews Writing Videos Greg Norman Interactive With stakeholders Great White Shark Enterprises (GWSE): Ability to communicate across several levels

SC and the SSCM Views of field Narrow (media only) Broad All SC, including interpersonal, media, and research Need for segmentation, theoretical framework Strategic SC Model (SSCM) SC process and field’s three components

Defining SC Studying SC involves… Messages, representations, institutions, production systems Conditions, meanings, audiences, content, context SC is a process by which people in sport, in a sport setting, or through a sport endeavor, share symbols as they create meaning through interaction It integrates any and all communication aspects in and through sport industry

Definitional Components of Sport Communication

Examining the Theoretical Framework of SC SSCM built on theories or models of communication: Social scientific, normative, working, common sense SSCM based on research Genres Contexts Process of communication and information

Genres Genres are communication theories All influence SC and SSCA Structural: Language, social systems Functional: How organized systems function Cognitive-behavioral: The individual Interactional and conventional theories: Process and effects of interaction Interpretive theories: Discovery of meaning in actions and texts Critical theories: Inequality, oppression, domination

Contexts Levels of communication involved: Interpersonal, group, organizational, mass-mediated

Process SC is a dynamic process: Vibrant, interactive, intentional, unintentional, complex, circular, irreversible, multidimensional Transmission models Early: Linear (sender-message-channel-receiver) Updated: Includes understanding in process, feedback Ritual model: Views communication as conversing, sharing, participating, associating, and fellowshipping

Sport Communication Process

Identifying the Elements of SC The SC definition… A process definition Includes every action, aspect, activity of SC Provides the framework for the SSCA

SC Is a Process Dynamic, circular, transactional, multidimensional, complex, continuous, intentional, unintentional, interdependent SC can be conceptualized as the process of producing and delivering messages to an audience Receivers, feedback Has an effect (motivating, ratings) Gatekeepers function as message filters, select content

Senders and Recipients Are Involved Senders (communicators) and recipients (receivers or audience) Range from individuals and small groups to pubic discussants and the masses Sport organization sender and recipient: Can be any stakeholder engaged in communication in or with the sport entity Sport media Senders: Authors, editors, reporters Recipients: Listeners, fans, sponsors

Communication Takes Place in a Sport Context SC is communication In sport In a sport setting Through sport Channel Medium or means through which communication takes place E-mail, verbal, radio, visual, computers, Web sites, cell phones, interpersonal interactions, press releases, faxes, forums

Places Where Sport Communication Occurs

Shared Symbols Are Transmitted Sharing symbols is the transmission of messages in and through sport Messages can be words, sports reports, game stories, signs, programs, texts, images, sounds, advertisements Manner in which communicators use language to create symbolism in and through sport

Meaning Is Created Through Interaction Language: The way people create meaning Meaning: Created through actions and interactions of the sport participants (communicators, subordinates, viewers, colleagues, fans) Studying interactions: Mass communication research focuses on audience theories

Theories of Mass Media Effects Unlimited effects No power to resist messages delivered by media Limited effects Uses and gratifications: Audience reacts to media and uses media for specific uses Agenda setting: Mass media have power to tell audience what to think about Innovation: Receptivity to and adoption of something new by audience Diffusion of information: Info spread (diffused) through opinion leaders and personal contacts Modeling: Audiences model behavior on messages Cultivation: Audiences view world as more violent

Analyzing the SSCM Illustrates the uniqueness of SC Bridges theory and practice Combining of the process (theory) and categories (practice) Both a process-based and structural-based approach Every activity and career, attribute and aspect of SC fits into either the process or a component of SSCM SC segmented into 3 components Personal and organizational Sport mass media Services and support

Strategic Sport Communication Model (SSCM)

Component I: 2 Segments Personal communication in sport Intrapersonal Interpersonal: Two-way flow (2 or 3) Small group: Flow between small gatherings (3+) Organizational communication in sport: Interorganizational SC: Between a sport organization and its external publics Intraorganizational SC: Between a sport organization and its internal publics

Component II Three major segments of sport media: Sport publishing and print SC Electronic and visual SC Electronic and emerging sport media

Component III SC services and support Sport advertising Advertising of sport Advertising through sport PR and crisis communication in sport SC research (applied and academic)

Summary SC is a process by which people in sport, in a sport setting, or through a sport endeavor share symbols as they create meaning through interaction SSCM includes all SC processes, careers, and activities

Discussion Questions Why is it difficult to arrive at a definition for SC? How is a one-way flow of SC different than a two-way flow? In what way are communicators in sport organizations the same as communicators in media outlets? Why is it important to establish a theoretical framework? What is the difference between communication in sport, communication in a sport setting, and communication through sport? Do communication or marketing theories influence SSCM more? Is one segment of personal or organizational communication in sport more important than the others? Which of the components of SC are used most often? In your career, which component will be least often used?