Traditional legacy media, particularly newspapers, radio, and television, has significantly shaped the sports landscape by creating a mutually beneficial relationship that enhances audience engagement and commercialisation. Despite evolving media dynamics, the historical power imbalance favored masculine narratives, often sidelining women's sports. Upcoming discussions will explore the impact of social media on this relationship.
Digital Creators vs. Traditional Journalists: Who Delivered the Olympic Experience Better?
Let's talk sport! Hey you, I'm so happy you are here! Just in time to talk some sport! Who truly brought the 2024 Paris Olympics to life—digital creators or traditional journalists? In this exciting episode, we dive into their storytelling styles, explore how they engaged audiences, and uncover who delivered the ultimate Olympic experience. Get... Continue Reading →
Are YouTube channels improving football?
YouTube, with over 2 billion users, is shaping modern society and revolutionizing sports consumption. The platform offers accessibility to sports content, benefiting amateur and youth levels. Additionally, it simplifies complex football tactics, making them accessible to novice coaches, fostering football's progress from the grassroots. This democratization of knowledge is vital for the sport's evolution.
Meet the team – Rachael Laverack
Hey there! Rachael here, a 25-year-old Strategic Sports Marketing masters student and expert in retail, marketing, and sports. Over the next 6 weeks, I'll be analyzing media and digital transformations in sports. Check back for my insights, peeks at my recent work, and snippets of my master's journey. Excited to learn with you all!
Meet the Team – Alfie Felton-Glenn
Alfie, a postgraduate student of Strategic Sports Marketing at Leeds Beckett University, has varied academic interests, ranging from classics to economics, with an undergraduate degree in Human Geography from Sheffield Hallam University. He cofounded a Photography Society and loves hobbies like hiking and photography. A fervent sports lover, especially rugby, tennis, and football, Alfie chose his current study field to maintain a professional relationship with sports despite his decreasing active participation.
Meet the Team – Tabitha Bristow
Tabitha Bristow, a 22-year-old MSc Strategic Sport Marketing student at Leeds Beckett University, aims for a career in sports marketing with a focus on inclusivity and diversity. Bristow's love for sport began during her childhood, nurtured by gymnastics, skiing, and watching MotoGP. She intends to apply her Fashion Promotion skills, honed at Birmingham City University, to sportswear and sports merchandise, particularly targeting the next generation of sport consumers.
Digital Consumption of the Paralympic Games on YouTube: Unveiling the New Sport/Media Landscape on a Platform Logic
The digital revolution, particularly through YouTube, has modified the way Paralympic Games are consumed. The International Paralympic Committee (IPC) leverages YouTube to reach larger, diverse audiences, functioning both as an alternative and addition to traditional TV. The IPC must master this new media landscape, balancing content creation and audience engagement within the algorithm-based system, to ensure fair visibility for all athletes and disciplines. Peak content production and viewership typically align with major events like the Paralympic Games.
(4)Is YouTube now a part of sport???
Sports have been a part of human life since the beginning of time. From the ancient Greek Olympics to the modern-day Super Bowl, sports have been a source of entertainment, competition, and community for millions of people around the world. With the rise of the internet and social media, sports have taken on a new... Continue Reading →
(3)No better story than sport! Why do people want to replicate it?
Sports provide a unique story-telling aspect that television cannot replicate. On a global level, sports are a medium for spectators to share their collective experiences of the same event. Fans of sports teams, whether it be in person at a stadium, or watching at home, come together in a shared admiration of the game. Experiencing... Continue Reading →
(2)New Media? We use that!
The rise of new media in sport has transformed the way professional and amateur athletes engage with their fans and followers. Social media platforms such as Instagram, Twitter and Snapchat enable athletes to interact with their followers more directly and on a more personal basis (Ruggles, 2016). This has allowed athletes to build a strong... Continue Reading →
Media and Digital Transformation in Sport 