• Subject Name : SPORTS MEDIA

Sports and Media Organization Assessment Answer


Both the media and sports organization work together for their mutual benefits. But sometimes, they conflict with each other as per their requirements.This report is written to comprehend the convergence and divergence of media and sports organizations.

Convergence of sports and media organization

The convergence of sports organization and the media organization can be considered as the future of e-sports in this technological era. The media in sports organization has converged the old methods of recording the stats to determine the players with the latest and modern technologies that allows myriad ways for performing analysis on their fans, teams, etc.The popularity of e-sports is skyrocketing in global regions through the professional athletes and the deals related to the sponsorship. It will help in creating new career opportunities and challenges to the business. The Aston Villa allianced with Talk Talk and the Manchester City signed FIFA EA sports player in order to broadcast their innovated launched e sports League. While a major characteristic of new stadium in Tottenham Hotspur also creating the capacity for hosting the matches for e-sports in cultivating the sports industry. The media is playing an important role by shaping the image of professional sport in order to view the highlights of games. The audiences are also using the alternative social media platforms like Snapchat which is triggering the live coverage of Premier League. The media providers are utilizing the analytics in order to target consumers and drive the viewer’s engagement with greater accuracy. There will be an increasing overlap of the responsibilities and role of media and sport industries in order to blend into one another. From the media organization and sports organizations, the skills transfer is already coming. As e-sports organizations has created sponsorship deals and major brands, the opportunities may be varied by looking to the future. The media also follows the commercial methods and highlights how their partnership with the sports organization has been driven through the requirement to make sure that they have a competitive position within the converged market and how they consider the rules and regulations to put more emphasis on regulating the fees and improve the services for the audiences, rather than increasing the fees for the premium ownership rights that are passed to the sports organizations.

Divergence of sports organization and media organization

There were number of factors like social concerns and race which framed in myriad ways to frame athletes through media. There was the framing of media coverage which has seen a renewal in popular sports like Basketball and football. The example of athlete activism was the national anthem protest which raised in the National Football League. The NFL player protest event led to the questions like how the media framed or portrayed the coverage around the National Football League athlete statements. The sports media has been involved in more coverage to societal concerns which influence the world of sports over the last few decades. The sports are in the unusual and are exclusively to position within the news media as they are economically prominent for the popularity. However, the outlets of media have gradually begin covering the social concerns within the context of sports. The journalists were important in establishing the themes and frames through various columns and articles. The media coverage addresses the sports league and influence the audience when it comes to various views or concerns and kinds of policies. The idea behind creating the frames does not simply reflect the social and political realities but also subject to different patterns of interpretations and selection which are changed over time and are contested or negotiated. The principal factor aspect that may impact the persuasive ability and frame resonance which changes the views of individuals, especially when the causes for concerns appeal to be more related to the daily life and their matters, it appears more wider to the individuals. The framing my lead to the effectiveness in diverse messages that may image from the different organizations. This can be considered in the case of protest of NFL as the athletes have produced a series of opinions that evoked the emotions on different levels among media and fans alike. In different forms of media coverage, the athlete might be connected to different stereotype within the criminality contacts than wrongdoings or crimes. The messages from the media can frame or see the opinions of the public of criminal and the crime which can be through the new stories framing surrounding the crimes, which puts impressive on implicative data and impact the message consumers overtime. Certain stereotypes and attributes can be linked and entrenched into the culture in sports. The framing of the messages continues to play a vital role particularly when the messages are about race. It has been studied that the black athletes receive greater criticism in sports coverage and are considered as violent criminals. The framing impact is especially evident within the coverage of media surrounding the athlete when they take important decisions that become more accountable audience’s views. The media play a prominent rule in guiding and fostering the conversations and utilizes the themes.


It can be scrutinized from the study that the impact of media convergence and divergence can be seen not only in the sports organizations, but also in industries, social institutions, etc.The media convergence with the sports organization has allowed for the inclusion of audiences which were previously left out of the world of sports. While sports organizations may benefit from media publicity, and may give them a profile and credibility in the marketplace as well as to the media with lucrative audiences. There are the challenges associated with the new media landscape to access the live sports content which give rise to regulating the legislations. Therefore, the journalists are more prominent than ever in supporting the conversation in the landscape of diverse media. The media is not just the medium through which the audience access the content but also puts a significant influence on the landscape of sports organization.

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