Strategic Sport Communication-2nd Edition
Strategic Sport Communication, Second Edition, explores the sport industry’s exciting and multifaceted segment of sport communication. With communication theory, sport literature, and insight from the industry’s leading professionals, the text presents a standard framework that introduces readers to the many ways in which individuals, media outlets, and sport organizations work to create, disseminate, and manage messages to their constituents.
The team of international authors has drawn on its extensive practical, academic, and leadership experiences to update and revitalize this second edition of Strategic Sport Communication. Using the industry-defining standard of the Strategic Sport Communication Model (SSCM), the text explores sport communication in depth and then frames the three major components of the field: personal and organizational communication, sport media, and sport communication services and support. Readers will discover how each aspect of this segment of the sport industry is integral to the management, marketing, and operational goals at all levels of sport organizations.
The second edition includes the following enhancements:
• A new, expanded chapter titled Integrated Marketing Communication in Sport allows students to explore modern marketing strategy.
• Substantial updates and new information on multiple social media platforms throughout the book elucidate the latest trends.
• “Sport Communication at Work” sidebars and “Profile of a Sport Communicator” features apply topics and theoretical concepts to real-world situations.
• Key terms, learning objectives, and chapter wrap-ups with review questions, discussion questions, and individual exercises keep readers engaged and focused.
• An expanded ancillary package provides tools for instructors to use in course preparation and presentation.
The content is complemented by photos throughout and organized in an easy-to-read style. Part I of the book introduces sport communication by defining the scope of study, examining roles and functions of sport communication professionals, and looking at the history and growth of the field. Part II dives into the SSCM, which provides a macro-view of the three main components of communication in sport. This section also addresses digital and mobile communications, public relations and crisis communication, and sport research. Part III addresses sociocultural issues and legal aspects of sport communication, including culture, gender, sex, race, ethnicity, and politics. Throughout the text, individual exercises, group activities, review questions, and discussion questions promote comprehension for a variety of learning styles.
With Strategic Sport Communication, Second Edition, readers will be introduced to the vast and varied field of sport communication. The framework of the SSCM prepares readers with foundational and theoretical knowledge so they are able to understand the workings of, and ultimately contribute to, the rapidly growing field of sport communication.
Primary textbook for upper-level undergraduate and graduate students studying sport communication, sport and media, sport communication and media relations, and sport journalism. Reference text for sport communication researchers, practitioners, and libraries.
Table of Contents
Part I. Introducing Sport Communication
Chapter 1. Study of Sport Communication: Revolutionary Change, Abundant Opportunities
Growth and Magnitude of the Sport Industry
Television Contracts and Growth in Sport Franchise Values
Segmentation of the Sport Industry
Role of Communication in the Sport Industry
Study of Sport Management
Study of Sport Communication
Preparing for a Career in Sport Communication
Chapter 2. Careers in Sport Communication
Careers in Management
Careers in Media
Careers in Support Services
Careers in Entertainment
Other Career Opportunities
Increasing Your Marketability Through Ancillary Activities
Your Keys to Entering the Field
Chapter 3. History and Growth of Sport Communication
Early Eras of Sport Journalism
Golden Age of Sport
Pioneering Visions: Pete Rozelle and Roone Arledge
Contemporary Sport Communication and Digital Sport Communication
Part II. Examining the Strategic Sport Communication Model (SSCM)
Chapter 4. Sport Communication and the SSCM
Definition of Sport Communication
Theoretical Framework of Sport Communication
Elements of Sport Communication
Popular Theories in Sport Communication
Strategic Sport Communication Model
Chapter 5. Personal Sport Communication
Forms of Personal Communication in Sport
Interpersonal Sport Communication
Elements of the Interpersonal Sport Communication Process
Nonverbal Communication in Sport
Verbal Communication in Sport
Effective Interpersonal Sport Communication: Skill Development
Chapter 6. Organizational and Leadership Communication in Sport
Organizational Sport Communication
Three Organizational Features That Affect Communication
Forms of Communication in Sport Organizations
Leadership Communication in Sport
Chapter 7. Sport Mass Media: Convergence and Shifting Roles
21st-Century Media Convergence and Corporate Consolidation
Sport Publishing and Print Sport Communication
Newspaper Sport Coverage
Wire Services and Technological Advancements
Web Sport Media
Electronic and Visual Communication
Chapter 8. Digital, Mobile, and Social Media in Sport
New Sport Media: Interactivity and the Internet
Internet Usage in Sport
Model for Online Sport Communication
New Sport Media and Communication Channels
Chapter 9. Integrated Marketing Communication in Sport
Use of Athletes as Endorsers
New Media and Integrated Marketing Communication
Chapter 10. Public Relations and Crisis Communication in Sport
Historical Perspectives and Trends in Public Relations
Effective Public Relations
Communication During a Crisis
Chapter 11. Sport Communication Research
Practical Research in the Media Industry
Academic Research in Sport Communication
Part III. Addressing Issues in Sport Communication
Chapter 12. Sociological Aspects of Sport Communication
Race and Ethnicity
Mutual Influence of Sociocultural Issues and Sport
Gender and Sport Media
Nationalism and Sport Media
Current Sociological Issues Affecting Sport Media
Chapter 13. Legal Issues in Sport Communication
Barbara Osborne, JD
Constitutional Law Tension: Freedom of the Press Versus Privacy Rights
Constitutional Rights: Freedom Of Speech
Rapidly Evolving Right of Publicity
Copyright and Trademark
Gender Issues in Sport Media
“The authors are to be applauded for collecting a vast amount of information referred to as sport communication and placing it literally at the fingertips of readers.”
—International Journal of Sport Communication, Volume 1, 2007 (review of first edition)
“[The authors] have done an admirable job of bringing all the various facets of sport communication and tying them into a comprehensible whole. The result is a text useful for students, instructors and anyone else interested in this growing field.”
—Journal of Sports Media, Volume 4, Issue 1, 2009 (review of first edition)
“The combination of theoretical and practical insight makes the textbook distinctive and valuable.”
—Journalism and Mass Communication Quarterly, Autumn 2007 (review of first edition)
“Strategic Sport Communication is the most valuable text for North American undergraduate students studying in the areas of sport management and/or mass communication with an interest in sport in order to gain a comprehensive understanding of the emerging discipline of sport communication.”
—International Council of Sport Science and Physical Education (review of first edition)
ExcerptsCareer options for sport communication: Five segments
New sport media: Interactivity and the internet
Strategic sport communication model
AncillariesAll ancillaries are free to course adopters and available at www.HumanKinetics.com/StrategicSportCommunication.
Instructor guide. Includes chapter outlines and suggested lecture structures to aid instructors in lecture preparation. Also includes student activities for the classroom to facilitate learning and engagement with the materials.
Test package. Includes more than 180 questions in multiple-choice, true-or-false, and essay format that instructors can use in creating or supplementing tests and quizzes.
Presentation package. Includes presentation slides and detailed lecture notes to aid instructors in lesson preparations. Slides can be edited, reordered, incorporated into other presentations, and printed and distributed as classroom handouts.