Media sports : which features characterize a sport to become a media sport ?

Gnädinger, Jasmin ; Kempf, Hippolyt (Dir.) ; Ducrey, Pierre (Codir.)

Mémoire de master : IOC Library, 2010.

Sport, media and economy have a very close relationship and are interdependent. The sport provides contents, the media present it and this processed content can be refinanced through consumers and sponsors. The media will, however, only report if the sport can provide attractive contents. Sponsors on the other hand want to secure media exposure in order to send their message to a vast audience. A... Plus

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    Summary
    Sport, media and economy have a very close relationship and are interdependent. The sport provides contents, the media present it and this processed content can be refinanced through consumers and sponsors. The media will, however, only report if the sport can provide attractive contents. Sponsors on the other hand want to secure media exposure in order to send their message to a vast audience. A sport has therefore to achieve media coverage for its financial survival. How can a sport achieve this ? The research state is that a sport needs characteristic features as prerequisite to become suitable as media sport. These features can be described in four categories : context, environment, progress and structure. The author proceeds therefore from the assumption that these four categories contain the drivers for media marketable products. The goal of this Master's thesis is to determine, which features of a sport enable it to become a media sport and which of these features are the least and most important ones. The author first analyzes the existing literature and collects the empirical results in order to be able to define the features of media sports. Furthermore, semi-standardized interviews are used in order to examine the defined features. The collected qualitative data provide a descriptive overview of which features are most important and which are less important. With a short questionnaire after the interviews the given answers are verified and deepened. The analysis of the literature shows that the features of media sports can be described in four categories : context, environment, competition and media. The author has therefore changed two categories in order to suit to the results founds in the literature. Furthermore, the author can also define several key features for each of these categories. The results of the interviews indicate that the four categories and the defined key features contain the important features of media sports. The key features are : profile of the participants, type and value of the competitions, degree of organization of sport, structure of competition, competition progress, cultural anchoring, television production and type of venue. The chosen order reflects at the same time the importance of these key features, which was examined in the interviews. These key features furthermore contain several sub features, which was examined mainly in the questionnaire. The most important sub features are : 1 - to have superstars or positive role models. 2 - to have successes of native athletes. 3 - to have a super ordinate competition. 4 - to have appropriate media facilities. 5 - to have comprehensible actions and rules. 6 - to have repetitive and media-fitted start times. 7 - to have solid regulations. 8 - to have professional implemented competitions. 9 - to have moments of surprise. These features enable therefore a sport to become a media sport.