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

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

3. 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

4. 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

5. 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

6. Definitional Components of Sport Communication

7. 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

8. 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

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

10. 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

11. Sport Communication Process

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

13. 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

14. 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

15. 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
, verbal, radio, visual, computers, Web sites, cell phones, interpersonal interactions, press releases, faxes, forums

16. Places Where Sport Communication Occurs

17. 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

18. 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

19. 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

20. 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

21. Strategic Sport Communication Model (SSCM)

22. 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

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

24. 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)

25. 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

26. 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?