Reflections on Communication and Sport : On Institutions and Strategies On Institutions and Strategies

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Bibliographische Detailangaben
Beteiligte: Bellamy, Robert V.
In: Communication & Sport, 1, 2013, 1-2, S. 43-54
veröffentlicht:
SAGE Publications
Medientyp: Artikel, E-Artikel

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weitere Informationen
Umfang: 43-54
ISSN: 2167-4795
2167-4809
DOI: 10.1177/2167479512468870
veröffentlicht in: Communication & Sport
Sprache: Englisch
Schlagwörter:
Kollektion: SAGE Publications (CrossRef)
Inhaltsangabe

<jats:p> In this essay, Robert Bellamy reflects on scholarly work focused on understanding sports media institutions and their strategies over the past 25 years. The first section assesses the economic and cultural importance of sport as a media product, and, in particular, as a television product in an era of structural change. The second section of the article considers the author’s path to focusing research concerns on the institutional dynamics behind sports programming in the media marketplace. The focus section of the essay considers the merits and limitations to using an industrial organizations approach (i.e., structure–conduct–performance) to study sport communication within a larger political–economic context. Considered here are key issues about regulatory policy options, barriers to entry in the marketplace for sport media product, prospects for structural change, responsiveness to changing usage patterns, and the evolution of branding strategies in a multiple channel environment. The essay closes with consideration of future directions for industry and economic studies of media and sport institutions and their strategies for monetizing sport as media product. </jats:p>