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Public Relations and Sport in Sabah, Malaysia: an Analysis of Power Relationships

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Public Relations and Sport in Sabah, Malaysia: an Analysis of Power Relationships Public Relations and Sport in Sabah, Malaysia: An Analysis of Power Relationships Che Ching Abd Latif Lai 1719445 Declaration This thesis has been composed by Che Ching Abd Latif Lai. The work the thesis embodies has been done by Che Ching Abd Latif Lai and has not been included in another thesis. Che Ching Abd Latif Lai ii Abstract The central theme of this thesis is about ‘power’. This thesis is an endeavor to explore how ‘power’ could affect the dynamic of communication and relationships between actors. Power has been chosen as the central theme as a way of building new theory about public relations as proposed by Curtin and Gaither (2005). The same thing can be seen from the sports studies literature, particularly in the relationship between the three main actors in sports; NGB, Media and Sponsors. The investigation of public relations activities in sports is due to the fact, as shown in the sports studies literature, that there was a lack of recognition of the role of public relations in sports. To provide answers for the above aims, this thesis employed the critical, cultural research approach. Bourdieu (1991) conception of capital together with Berger’ (2005) dimension of power relations were used to frame the study. Using a semi-structured interviews, data of this research gathered from respondents based on a purposive sampling technique. The data was analysed using a thematic analysis approach where seven central themes emerged. The findings in this research suggest that power or capital does affect the dynamics of communication and relationship between actors. The implications of this thesis is that it managed to map the dimension of power relations based on the capital possessed by the actors. In terms of theoretical implication the finding of this study has enhanced the conception of capital. However, the findings also shows the weaknesses or limitation of Bourdieu’ conception of capital. From a sports study perspective, taking the roles of power between actors, this thesis suggests that the Malaysian sports development currently is at the crossroads. It is either to continue with government direct involvement in sports or to let the private sectors to lead the development of sports in Malaysia. iii Table of Content Declarations ii Abstract iii Table of contents iv Introduction 1 Chapter 1 : Power, PR and Power, Sport Studies and Power 1.1 Introduction 4 1.2 Definition of power: Power over, Power to, and Power with 6 1.3 Sources and Typology of Power 10 1.4 Actors 16 1.5 Power and Influence 18 1.6 Power and Public Relations 19 1.7 Power and Sports 24 1.8 Conclusion: Power, PR and Sports 31 Chapter 2: Research Methodology 2.1 Introduction 34 2.2 Problem Statement 34 2.3 Research Questions 35 2.4 Philosophical Assumptions 36 2.5 Conceptual Definitions 36 2.6 Research Approach 39 2.7 Sampling 41 2.8 Data Analysis / Analytical Process 45 2.9 Credibility, Dependability, and Confirmability 49 2.10 Reflexivity 50 2.11 Conclusion 52 Chapter 3: Public Relations, Media and Sport Landscape in Malaysia 3.1 Introduction 53 3.2 Mass Media System 54 3.3 The Evolution of PR Practice in Malaysia 59 3.4 Issues and Challenges of PR in Malaysia 63 3.5 PR Education and Research 65 3.6 The Evolution of Sports in Malaysia 68 3.7 Background of Sports in Sabah 73 3.8 Background of Study 78 3.9 Conclusion 88 Chapter 4: Power and Relationship Analysis in Malaysia Sport: A Case of LSA in Sabah 4.1 Introduction 89 4.2 Power Over and Vertical Relationship 92 4.3 Power with and Horizontal Relationship 96 4.4 Power To and Vertical Relationship 99 4.5 Conclusion 102 iv Chapter 5: Discussion, Implications and Conclusions 5.1 Introduction 105 5.2 Methodology Implications 105 5.3 Sports Public Relations in Sabah 106 5.4 Enhancement and Limitations on the Concept of Capital 107 5.5 Sports Network Model: West vs. East 109 5.6 Limitation and Conclusion 111 List of References 112 Appendix A A1 Patronage 117 A2 Gender 119 A3 Government Direct Involvement 121 A4 Networking and Support 123 A5 Sources-Media Relations 125 A6 Strong-Arms-Tactic 127 A7 Self-Interest 129 Appendix B 131 v Introduction The central theme of this thesis is power. It aims to explore how power may affect the dynamic of communication and relationship between actors. The reason why power has been chosen as the central theme of the thesis is to fill the gaps found in the literature of public relations. Edwards (2006, p.229) argues that current views of power in public relations literature are poorly developed. Edwards (2006) has suggested that ‘more productive view of power requires an understanding of the context in which public relations operates; that is, as a socially embedded profession’ (p.229). Curtin & Gaither (2005) have also suggested that power should be taken as the focal elements in developing a new theory of public relations. In sport studies literature, particularly in the relationship between the main actors in sports; NGB, Media and Sponsor, the question of power also form as the central theme of investigation. The idea to investigate how public relations work in the context of sports, particularly in Malaysia is due to the fact the role of public relations lacks recognition in sports studies literature. Sports, undoubtedly is become more and more important either politically and economically. Sports also led to cultural change in which the role of communications is essential. This has further justified the reason to investigate public relations works in the context of sports in Malaysia. This thesis also aims to fill the contextual gaps of sports and public relations in Malaysia. Understanding of sports from a social science perspective, particularly in media and communication discipline in the context of Malaysia was underdeveloped. This is due to the current focus of understanding sports from the sports science perspective. Therefore this thesis was trying to break the ground to provide the platform for further research in understanding sports in Malaysia from the media and communication perspective. On the other hand, public relations research in Malaysia was dominated by functionalist paradigm. Critical and cultural paradigm in public relations research was seen as the minority and often perceived as the anti-establishment group. However, the more important point on why critical and cultural paradigm was chosen over the functionalist paradigm is due to the fact that critical and cultural studies offer the flexibility of interpretivism. That is to interpret things in their context. Sports and public relations is the uncharted territory in the context of public relations research in Malaysia. Thus it is appropriate to apply critical and cultural paradigm. The geographical focus of public relations research in Malaysia was also imbalance. Geographically speaking, Malaysia is divided into two mains areas; the peninsular Malaysia where Kuala Lumpur (Klang Valley), the capital of the country is located. The second is the state of Sarawak and Sabah, located in the Borneo Island. Most of the studies in public relations were conducted in Klang valley, and often the case those study claims to represent public relations in Malaysia, whereby 1 in fact, Sarawak and Sabah have economic, political and social conditions that are slightly different than of those in Klang Valley. Hence, this thesis conducted specifically in the context of Sabah, will offer different views of public relations practice in Malaysia. The thesis was framed using the concept of capital by Bourdieu (1991) together with the dimension of power by Berger (2005). This is because, Bourdieu (1991) argues that actors are actively position and re-position themselves in the field using whatever capitals they have. This is certainly implies dynamics of relationships between the actors in the field. What we do not have is how this dynamics relationship will shape the relations between actors. That is why the need to use Berger (2005) dimension of power relations. The investigation was carried out based on critical and cultural paradigm. Data gathering was conducted using semi-structured interviews. Respondents for this thesis were chosen based on a purposive sampling technique. This sampling technique was chosen because it allows the researcher to get the most productive sample that can provide valid feedback thus reducing the dross rate of feedback. There are two local sports organizations being chosen as the subject of study. These two organizations were chosen solely based on their current activities. In brief, the Sabah Football Association (SAFA) is involve in promoting the new image (re-branding exercise) for the association; Malaysian Ladies Golfers Association are actively promoting golf for women by recruiting new talents from as young as seven years old rural school girls. This thesis manages to prove that power does affect the dynamic of communication and relationship between actors involved. It manages to map the dimension of relationship between actors based on the capital they possessed. The finding of the thesis also managed to enhance the conception of capitals by Bourdieu. Interestingly, at the same time the findings also shows the limitation of Bourdieu’ conception of capital. From the sports studies perspective, taking into account the role of power between the actors involve, this thesis shows that Wolfe, Meenaghan & O’Sullivan (2002) argument that economic power is the major factor that caused the shifting balance of power in sports network from NGB to media and corporate sponsors. However, in the case of sport in Sabah, this is not happening. This is due to the fact that private and corporate sectors involvement in sports was very limited. The organization of this thesis was divided into five chapters that are interrelated to each other.
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