In this third blog the question is asked as to whether sport consumption has been impacted as a result of changes in media. Are people more likely to consume digitally due to the globalisation of broadcasting and social media?
Within today’s society, the concept of globalisation seems to fit perfectly with the up and coming rise of online audiences. Due to technological advancements as a result of globalisation fans are able to connect to any content across the world (Rowe et al, 2014). Aforementioned in the previous blog the rise in mass media the new digital media the concept of audience has been thrown into question. McQuail et al (2020) recent research into audience theory identifies that audiences choose their consumption platform based on convenience. Audiences continue to have their preferred consumption platforms for example Tv for live sport in comparison to attending a live match. Thereby demonstrating the shift media has caused for sport consumption, once again highlighting the symbiotic relationship of the two.
Below Kim et al (2019) model of Meta–analysis framework of sport consumption behaviour can be found. From this model it can be determined that a variety of factors impact a spectators sport consumption behaviour, including Fan–focused, Relationship–focused and Product– focused. Product focused include the most factors that impact sport fan consumption, establishing factors like accessibility and cost impacting a consumers behaviour. Similarly Madrigal (2006) highlighted that consumers are impacted by the ease of accessing their chosen sport. In the same vein, Friend (2019) highlights that 64% of young people prefer social media sport content in comparison to attending live matches. More recent research from Tamir (2022) illustrates that there’s no sport without spectators and that in today’s current climate due to the number of alternative media has created for sport consumers it has led to a shift in modern sport consumption. Hence, with the rise of new digital media the concept of audience has been thrown into the question as modes of consumption have proliferated and institutional media is now outmoded in creating and influencing consumers (Rowe and Hutchins, 2014).
In contrast, more recent research has determined that after the COVID–19 pandemic, the demand to consume live sport increased. Majumdar et al (2020) highlights that due to fans having to spectate their favourite team from behind a screen and the opportunity to consume sport live was taken from them it made them more than ever eager to get back into the stadiums to support their team. Similarly Kaplanidou et al (2021) emphasises the popular outlet of live sport consumption that fans and spectators had missed as the live events brought about a sense of socialization, escape and belongingness. These factors link closely to Funk et al (2008) sport consumption motives demonstrating that sport consumption not only benefits the consumer in the sense that they can see team success, but consumption of sport brings about a sense of well-being and achievement, which media outlets have allowed for. Hence, the symbiotic relationship between media and sport has clearly influenced sport consumption over the years as there are a significant amount of alternative to accommodate spectators and fans for consuming sport.
What are you thought? Are you more likely to consume sport through the media or do you prefer to watch a game live? Personally I love the thrill and atmosphere at a live match! Make sure to leave your opinions in the comments below!
Media and Digital Transformation in Sport 
Leave a Reply