Chapter 4: Sport
Communication and the
Strategic Sport
Communication Model
(SSCM)
Lecture 5
{Date}
Lecture Outline
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Defining sport communication
Examining the theoretical framework of SC
Contexts
Process
Identifying the elements of SC
Analyzing the SSCM
Profile of a Sport Communicator:
Greg Norman
• Iconic status: The Shark
• Engaged in SC
– Nickname
– Interviews
– Writing
– Videos
– Greg Norman Interactive
– With stakeholders
• Great White Shark Enterprises (GWSE): Ability to
communicate across several levels
SC and the SSCM
Views of field
• Narrow (media only)
• Broad
– All SC, including interpersonal, media, and
research
– Need for segmentation, theoretical
framework
– Strategic SC Model (SSCM)
– SC process and field’s three components
Defining SC
Studying SC involves…
• Messages, representations, institutions, production
systems
• Conditions, meanings, audiences, content, context
– SC is a process by which people in sport, in a
sport setting, or through a sport endeavor,
share symbols as they create meaning
through interaction
– It integrates any and all communication
aspects in and through sport industry
Definitional Components of
Sport Communication
Examining the Theoretical
Framework of SC
• SSCM built on theories or models of
communication: Social scientific, normative,
working, common sense
• SSCM based on research
– Genres
– Contexts
– Process of communication and information
Genres
• Genres are communication theories
• All influence SC and SSCA
– Structural: Language, social systems
– Functional: How organized systems function
– Cognitive-behavioral: The individual
– Interactional and conventional theories: Process
and effects of interaction
– Interpretive theories: Discovery of meaning in
actions and texts
– Critical theories: Inequality, oppression, domination
Contexts
Levels of communication involved:
Interpersonal, group,
organizational, mass-mediated
Process
• SC is a dynamic process: Vibrant, interactive,
intentional, unintentional, complex, circular,
irreversible, multidimensional
• Transmission models
– Early: Linear (sender-message-channel-receiver)
– Updated: Includes understanding in process, feedback
• Ritual model: Views communication as conversing,
sharing, participating, associating, and
fellowshipping
Sport Communication Process
Identifying the Elements of SC
The SC definition…
• A process definition
• Includes every action, aspect, activity of
SC
• Provides the framework for the SSCA
SC Is a Process
• Dynamic, circular, transactional,
multidimensional, complex, continuous,
intentional, unintentional, interdependent
• SC can be conceptualized as the process of
producing and delivering messages to an
audience
– Receivers, feedback
– Has an effect (motivating, ratings)
• Gatekeepers function as message filters, select
content
Senders and Recipients Are Involved
Senders (communicators) and recipients (receivers or
audience)
• Range from individuals and small groups to pubic
discussants and the masses
• Sport organization sender and recipient: Can be
any stakeholder engaged in communication in or
with the sport entity
• Sport media
– Senders: Authors, editors, reporters
– Recipients: Listeners, fans, sponsors
Communication Takes Place in a Sport Context
• SC is communication
– In sport
– In a sport setting
– Through sport
• Channel
– Medium or means through which communication takes
place
– E-mail, verbal, radio, visual, computers, Web sites, cell
phones, interpersonal interactions, press releases, faxes,
forums
Places Where Sport
Communication Occurs
Shared Symbols Are Transmitted
Sharing symbols is the
transmission of messages in and
through sport
• Messages can be words, sports
reports, game stories, signs,
programs, texts, images, sounds,
advertisements
• Manner in which communicators
use language to create
symbolism in and through sport
Meaning Is Created Through Interaction
• Language: The way people create meaning
• Meaning: Created through actions and
interactions of the sport participants
(communicators, subordinates, viewers,
colleagues, fans)
• Studying interactions: Mass communication
research focuses on audience theories
Theories of Mass Media Effects
• Unlimited effects No power to resist messages delivered by media
• Limited effects
– Uses and gratifications: Audience reacts to media and
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uses media for specific uses
Agenda setting: Mass media have power to tell audience
what to think about
Innovation: Receptivity to and adoption of something new
by audience
Diffusion of information: Info spread (diffused) through
opinion leaders and personal contacts
Modeling: Audiences model behavior on messages
Cultivation: Audiences view world as more violent
Analyzing the SSCM
• Illustrates the uniqueness of SC
• Bridges theory and practice
– Combining of the process (theory) and categories
(practice)
– Both a process-based and structural-based approach
– Every activity and career, attribute and aspect of SC fits
into either the process or a component of SSCM
• SC segmented into 3 components
– Personal and organizational
– Sport mass media
– Services and support
Strategic Sport Communication
Model (SSCM)
Component I: 2 Segments
• Personal communication in sport
– Intrapersonal
– Interpersonal: Two-way flow (2 or 3)
– Small group: Flow between small gatherings (3+)
• Intrapersonal
• Interpersonal: Two-way flow (2 or 3)
• Small group: Flow between small gatherings (3+)
• Organizational communication in sport:
– Interorganizational SC: Between a sport organization
and its external publics
– Intraorganizational SC: Between a sport organization
and its internal publics
Component II
Three major segments of sport media:
• Sport publishing and print SC
• Electronic and visual SC
• Electronic and emerging sport media
Component III
SC services and support
• Sport advertising
– Advertising of sport
– Advertising through sport
• PR and crisis communication in sport
• SC research (applied and academic)
Summary
• SC is a process by which people in sport, in
a sport setting, or through a sport endeavor
share symbols as they create meaning
through interaction
• SSCM includes all SC processes, careers,
and activities
Discussion Questions
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Why is it difficult to arrive at a definition for SC?
How is a one-way flow of SC different than a two-way
flow?
In what way are communicators in sport organizations the
same as communicators in media outlets?
Why is it important to establish a theoretical framework?
What is the difference between communication in sport,
communication in a sport setting, and communication
through sport?
Do communication or marketing theories influence SSCM
more?
Is one segment of personal or organizational
communication in sport more important than the others?
Which of the components of SC are used most often?
In your career, which component will be least often used?