An Analysis of Convergence Culture in Sport

Convergence culture represents a consumer shift, with them being encouraged to seek new information and establish connections with dispersed media content (Jenkins, 2006). Convergence culture is comprised of three processes; media convergence, participatory culture and collective intelligence (Jenkins, 2006). Media convergence is the flow of content across media platforms, participatory culture describes how consumers are... Continue Reading →

What impact has media convergence had on sport and is it here to stay?

As with the process of evolution, things change and adapt to suit the current environment, and the same principle applies to the world of technology and media. The first 2 blogs of this series explored how media and sport were consumed in past decades, e.g., one directional mass media, and secondly how sport is produced... Continue Reading →

Spreadable Media in the Fitness Industry

So here we are again! Last time round, I spoke about how 'Will Digital Disruptions impact the Fitness?' (Click the link to find out more about that!) But today I will be discussing the spreadability of the media in the fitness industry. Before I begin, let's take a look at what spreadable media actually is.... Continue Reading →

From Traditional to Digital Media

Building from the previous week on Digital Media for International Marketing where we have discussed the development of the symbiotic relationship …From Traditional to Digital Media

Football Without Fans? Media Spreadability, Twitter, and Bundesliga on New Coronavirus Lockdown

Yesterday I wrote about my feelings in relation to the new normal in sports broadcasting when the Bundesliga resumed its season behind closed doors .…Football Without Fans? Media Spreadability, Twitter, and Bundesliga on New Coronavirus Lockdown

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