Managing Sports: Exploring Innovative Strategies and Future Advancements
DOI:
https://doi.org/10.52633/jemi.v4i1.149Keywords:
Relationship, Mass Media, Sports Management, Social Influence, Sports Innovation, Cross-Sectional StudyAbstract
The current study is focused on understanding the mass media impact of the promotion of sport management in Pakistan, especially in the province of Khyber Pakhtunkhwa and uncovering innovative promotional approaches. For data collection, a quantitative research method with a cross-sectional survey design was used. For survey instrumentation, a close-ended questionnaire was adopted and disseminated to the target population. A total of 600 participants’ pool was contacted which comprised of sportsmen, media representatives and other officials in KP-Pakistan with an age range of 14 years and above. A convenient sampling approach was employed to examine the role of mass media in the promotion of sports management. The findings revealed that the influence of mass media in the promotion of sports regarding public attitudes have a strong positive role, and media is significantly disseminating information about the value of sports participation and its role in promoting sports culture. It is observed and validated that the mass media plays a significant role in the promotion of sports in KP. Thus, in this study, the potential of mass media to influence and raise public awareness in sports promotion has been highlighted. Sports massively attracts the attention of both print and electronic media; therefore, it is suggested to gain the public interest and generate revenue at large from the sports industry.
References
Abeza, G., O’Reilly, N., Séguin, B., & Nzindukiyimana, O. (2015). Social media scholarship in sport management research: A critical review. Journal of Sport Management, 29(6), 601-618.
Achen, R. M. (2017). Measuring social media marketing: Moving towards a relationship-marketing approach. Managing Sport and Leisure, 22(1), 33-53.
Aggarwal, V. B., & Gupta, V. S. (2001). Handbook of journalism and mass communication. Concept Publishing Company.
Andrew, D. P., Pedersen, P. M., & McEvoy, C. D. (2019). Research methods and design in sport management. Human Kinetics
Arora, A., Bansal, S., Kandpal, C., Aswani, R., & Dwivedi, Y. (2019). Measuring social media influencer index-insights from Facebook, Twitter and Instagram. Journal of Retailing and Consumer Services, 49, 86-101.
Bail, C. A. (2016). Cultural carrying capacity: Organ donation advocacy, discursive framing, and social media engagement. Social Science & Medicine, 165, 280-288.
Beck, D., & Bosshart, L. (2003). Sports and Media. Communication Research Trends, Vol 22 No. 4: 03-15.
Belloni, E. (2014). The Birth of the sport nation: sports and mass-media in Fascist Italy. Aloma: Revista de Psicologia, Ciències de l'Educació i de l'Esport, 32(2).
Billings, A. C., Qiao, F., Conlin, L., & Nie, T. (2017). Permanently desiring the temporary? Snapchat, social media, and the shifting motivations of sports fans. Communication & Sport, 5(1), 10-26.
Borowy, M. (2013). Pioneering eSport: the experience economy and the marketing of early 1980s arcade gaming contests. International Journal of Communication, 7, 21.
Boyle, R. (2009). Power play: Sport, the media and popular culture: Sport, the media and popular culture. Edinburgh University Press.
Boyle, R., & Haynes, R. (2014). Sport, public relations and social media.
Connolly, F., & White, P. (2017). Game changer. Simon and Schuster.
Cooper, J. N., Macaulay, C., & Rodriguez, S. H. (2019). Race and resistance: A typology of African American sport activism. International Review for the Sociology of Sport, 54(2), 151-181.
Creeber, G., & Martin, R. (2008). Digital culture: Understanding new media: Understanding new media. McGraw-Hill Education (UK).
Dai, J., & Menhas, R. (2020). Sustainable development goals, sports and physical activity: the localization of health-related sustainable development goals through sports in China: a narrative review. Risk Management and Healthcare Policy, 13, 1419.
Deans, E. G., Thomas, S. L., Derevensky, J., & Daube, M. (2017). The influence of marketing on the sports betting attitudes and consumption behaviours of young men: implications for harm reduction and prevention strategies. Harm Reduction Journal, 14(1), 1-12.
Downward, P., & Rasciute, S. (2010). The relative demands for sports and leisure in England. European sport management quarterly, 10(2), 189-214.
Durán, G. (2021). Sports scheduling and other topics in sports analytics: a survey with special reference to Latin America. Top, 29(1), 125-155.
Dziubiński, Z., Jankowski, K. W., Lenartowicz, M., Murrmann, J., & Rymarczyk, P. (2012). Mass media and professional sport. Baltic Journal of Health and Physical Activity, 4(4), 284-294.
Erwin, H. (2016). The use of social media by physical educators: How do we ensure quality control? Journal of Physical Education, Recreation & Dance, Vol-87:2, 3-14.
Fu, Q., Lu, J., & Pan, Y. (2015). Team contests with multiple pairwise battles. American Economic Review, 105(7), 2120-40.
Funk, D. C., & Filo, K. (2013). Sport promotion through communication: A mass media perspective. In Routledge handbook of sport management (pp. 298-312). Routledge.
Geurin, A. N. (2017). Elite female athletes’ perceptions of new media use relating to their careers: A qualitative analysis. Journal of Sport Management, 31(4), 345-359.
Giroux, M., Pons, F., & Maltese, L. (2017). The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams. International Journal of Sports Marketing and Sponsorship.
Goldlust, J. (2018). Playing for keeps: Sport, the media and society. Hybrid Publishers.
Grossberg, L., Wartella, E., Whitney, D. C., & Wise, J. M. (2006). Mediamaking: Mass media in a popular culture. Sage.
Gulam, A. (2016). Role of mass media in sports communication. International Journal of Advanced Educational Research, 5(1), 51-53.
Hambrick, M. E., & Svensson, P. G. (2015). Gainline Africa: A case study of sport-for-development organizations and the role of organizational relationship building via social media. International Journal of Sport Communication, 8(2), 233-254.
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), 211-239.
Heikkilä, R., Lauronen, T., & Purhonen, S. (2018). The crisis of cultural journalism revisited: The space and place of culture in quality European newspapers from 1960 to 2010. European Journal of Cultural Studies, 21(6), 669-686.
Jensen, K. B. (Ed.). (2020). A handbook of media and communication research: Qualitative and quantitative methodologies. Routledge.
Jones, M. (2017). Sustainable event management: A practical guide. Routledge
Katz, H. (2016). The media handbook: A complete guide to advertising media selection, planning, research, and buying. Routledge.
Kiania, M. S., & Rezvandib, A. (2021). Examining the relationship between the media and the mass communication in the prosperity of national and international sports events. J. Hum. Ins, 5(3), 19-24.
Kim, N. K., & Park, S. P. (2017). The Relationship between Media Sports Involvement Experiences and Sports Values and Sports Participation. Int. J. Appl. Eng. Res, 12, 9768-9773.
Kolotouchkina, O., Llorente-Barroso, C., García-Guardia, M. L., & Pavón, J. (2021). Disability, Sport, and Television: Media Visibility and Representation of Paralympic Games in News Programs. Sustainability, 13(1), 256.
Kulbaev, A., Doshybekov, A., Untaev, Z., Nijazakynov, E., & Lesbekova, R. (2014). Importance of advertising physical education and sport in the media to maintain a healthy lifestyle of nation. World Applied Sciences Journal, 30(4), 438-441.
Kumar, M. (2018). Role of Media in Sports. International Journal of Physiology, Nutrition and Physical Education 3(1): 135-137.
Kumari, H. (2019). Role of media in sports development. International Journal of Physical Education, Sports and Health, 6(1), 97-99.
Lenten, L. J. (2016). Mitigation of perverse incentives in professional sports leagues with reverse-order drafts. Review of Industrial Organization, 49(1), 25-41.
Lower, L., M., Turner, B. A., & Petersen, J. C. (2013). A comparative analysis of perceived benefits of participation between recreational sport programs. Recreational Sports Journal, 37(1), 66-83.
Marwat, M. K., Waseem, M., Khattak, H., Abbas, A., & Bi, I. B. (2014). Mass Media and Promotion of Sport (Historical Perspectives). Asian Journal of Social Sciences & Humanities Vol, 3.
Møller, N. C., Tarp, J., Kamelarczyk, E. F., Brønd, J. C., Klakk, H., & Wedderkopp, N. (2014). Do extra compulsory physical education lessons mean more physically active children-findings from the childhood health, activity, and motor performance school study Denmark (The CHAMPS-study DK). International Journal of Behavioral Nutrition and Physical Activity, 11(1), 1-13.
Moosavian, N., & Roodsari, B. K. (2014). Soccer league competition algorithm: A novel meta-heuristic algorithm for optimal design of water distribution networks. Swarm and Evolutionary Computation, 17, 14-24.
Moscoso Sanchez, D., Fernandez Gavira, J., & Perez Flores, A. (2018). The media construction of the sports’ elite from the European perspective: An analysis of the European Symposium of Sports 2010. Sport in Society, 21(3), 516-528.
Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport marketing 4th edition. Human Kinetics;
Nazari, R., & Ghasemi, H. (2011). The Role of Mass Media on sustainable Sport Development. Revista Pedagógica ADAL, (23), 17-20.
Nabi, R. L., & Oliver, M. B. (Eds.). (2009). The SAGE handbook of media processes and effects. Sage Owens, Jim. Television sports production. Routledge, 2021.
Pangrazi, R. P., & Beighle, A. (2019). Dynamic physical education for elementary school children. Human Kinetics Publishers
Pedersen, P. M., Laucella, P., Geurin, A., & Kian, E. (2020). Strategic sports communication. Human Kinetics Publishers.
Pilar. P.P, Rafael, C.M., Félix, O. Z & Gabriel. V. G,. (2019). Role of Mass Media in Sports Promotion. International Journal of Environmental Research and Public Health.16, 486; 1-12.
Ren, K. (2017). Role of media in the popularization of physique education in higher school. Eurasia Journal of Mathematics, Science and Technology Education, 13(10), 7003-7008.
Reuter, C., & Spielhofer, T. (2017). Towards social resilience: A quantitative and qualitative survey on citizens' perception of social media in emergencies in Europe. Technological Forecasting and Social Change, 121, 168-180.
Rowe, D. (2003). Sport, culture & media: The unruly trinity. McGraw-Hill Education (UK).
Rowe, D., & Gilmour, C. (2010). Sport, media, and consumption in Asia: A merchandised milieu. American Behavioral Scientist, 53(10), 1530-1548.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge.
Shilbury, D., Westerbeek, H., Quick, S., Funk, D., & Karg, A. (2020). Strategic sports marketing. Routledge.
Siljak, V, Perovic., A, Parcina, I (2014). Media Influence on the development of the Olympic movement. FIS Communications. UDC, 796:2, 474-478.
Sterchele, D. (2015). De-sportizing physical activity: From sport-for-development to play-for-development. European journal for sport and society, 12(1), 97-120.
Tamir, I., Limor, Y. H., & Galily, Y. (2015). Sports: Faster, higher, stronger, and public relations. Human Affairs, 25(1), 93-109.
Tavakolli, M., Najafi, A., & Ramezani, Z. N. (2013). Studying role of mass media in sport development. Advances in Applied Science Research, 4(4), 49-54.
Thomas, S. L., Bestman, A., Pitt, H., Cassidy, R., McCarthy, S., Nyemcsok, C., ... & Daube, M. (2018). Young people’s awareness of the timing and placement of gambling advertising on traditional and social media platforms: a study of 11–16-year-olds in Australia. Harm Reduction Journal, 15(1), 1-13.
Thorpe, H. (2008). Foucault, technologies of self, and the media: Discourses of femininity in snowboarding culture. Journal of sport and social issues, 32(2), 199-229.
Thorpe, H. (2017). Action sports, social media, and new technologies: Towards a research agenda. Communication & Sport, 5(5), 554-578.
Trivedi, J., Soni, S., & Kishore, A. (2020). Exploring the Role of Social Media Communications in the Success of Professional Sports Leagues: An Emerging Market Perspective. Journal of Promotion Management, 27(2), 306-331.
Turow, J. (2013). Media today: Mass communication in a converging world. Routledge.
Van Dijk, J. (2020). The network society. Sage.
Woods, R., & Butler, B. N. (2020). Social issues in sport. Human Kinetics Publishers.
Published
Issue
Section
License
Copyright (c) 2022 Authors retain copyright to the content of the articles published in JEMI. Open access articles are published under the Creative Commons Attribution (CC BY) 4.0 which allows content to be copied, adapted, displayed, distributed, republished, or otherwise re-used for any purpose including for adaptation and commercial use provided the content is attributed without any restriction.
This work is licensed under a Creative Commons Attribution 4.0 International License.
The authors retain copyright to the content of the articles published in JEMI.
How to Cite
Share
