ROUTLEDGE HANDBOOK OF SPORT AND NEW MEDIA New media technologies have become a central part of the sports media landscape. Sports fans use new media to watch games, discuss sports transactions, form fan-based communities, and secure minutiae about their favorite players and teams. Never before have fans known so much about athletes, whether that happens via Twitter feeds, fan sites, or blogs, and never before have the lines between producer, consumer, enactor, fan and athlete been more blurred.The internet has made virtually everything available for sports media consumption; it has also made under- standing sports media substantially more complex. The Routledge Handbook of Sport and New Media is the most comprehensive and in-depth study of the impact of new media in sport ever published. Adopting a broad interdisciplinary approach, the book explores new media in sport as a cultural, social, commercial, economic, and technological phenomenon, examining the profound impact of digital technologies on that the way that sport is produced, consumed and understood.There is no aspect of social life or commercial activity in general that is not being radically influenced by the rise of new media forms, and by offering a “state of the field” survey of work in this area, the Routledge Handbook of Sport and New Media is important reading for any advanced student, researcher or practitioner with an interest in sports studies, media studies or communication studies. Andrew C. Billings is the Ronald Reagan Chair of Broadcasting and Director of the Alabama Program in Sports Communication at the University of Alabama, USA. He has published eight books and over 80 journal articles and book chapters, with the majority focusing on the inter- section of sports media and identity. Marie Hardin is Professor of Journalism and Associate Director of the John Curley Center for Sports Journalism at Penn State, USA. Her research concentrates on diversity,ethics and profes- sionalism in mediated sports with a focus on gender. Her work is published in sport- and communications-focused journals. Natalie A. Brown worked as Assistant Editor on this book. This page intentionally left blank ROUTLEDGE HANDBOOK OF SPORT AND NEW MEDIA Edited by Andrew C. Billings and Marie Hardin Routledge Taylor & Francis Croup LONDON AND NEW YORK First published 2014 by Routledge 2 Park Square, Milton Park,Abingdon, Oxon OX14 4RN and by Routledge 711 Third Avenue, New York 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2014 Andrew C. Billings and Marie Hardin The right of the editor to be identified as the author of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data Routledge handbook of sport and new media / [edited by] Andrew C Billings, Marie Hardin. pages cm. – (Routledge international handbooks) 1. Mass media and sports–Handbooks, manuals, etc. 2. Sports–Computer network resources–Handbooks, manuals, etc. 3. Social media–Handbooks, manuals, etc. I. Billings,Andrew C. GV742.R68 2014 070.4’49796–dc23 2013028822 ISBN: 978-0-415-53276-1 (hbk) ISBN: 978-0-203-11471-1 (ebk) Typeset in Bembo by FiSH Books Ltd, Enfield CONTENTS List of illustrations ix Contributors x Acknowledgements xvi Defining ubiquity: Introduction to the Routledge Handbook of Sport and New Media 1 Andrew C. Billings and Marie Hardin PART I Foundations 5 1 Globalization and online audiences 7 David Rowe and Brett Hutchins 2 Fanship differences between traditional and newer media 19 Walter Gantz and Nicky Lewis 3 Social media, sport, and democratic discourse:A rhetorical invitation 32 Michael L. Butterworth 4 The political economy of sports and new media 43 Thomas F.Corrigan 5 Foucault and the new sport media 55 Pirkko Markula 6 Soccer and social media: Sport media in the city of the instant 67 Steve Redhead v Contents 7 The CyberSport Nexus 76 Andy Miah PART II Sports/media producers 87 8 The evolution from print to online platforms for sports journalism 89 Pamela C. Laucella 9 The changing role of sports media producers 101 Paul M. Pedersen 10 Local TV sports and the Internet 110 Brad Schultz and Mary Lou Sheffer 11 Texting and tweeting: How social media has changed news gathering 119 Jed Novick and Rob Steen PART III The message: Shaping, marketing, branding 131 12 Sport, public relations and social media 133 Raymond Boyle and Richard Haynes 13 New media and the changing role of sports information 143 Erin A.Whiteside 14 Social media in the Olympic Games:Actors, management and participation 153 Emilio Fernández Peña, Natividad Ramajo, and María Arauz 15 Sports marketing and new media 165 Stephen W.Dittmore and Shannon T.McCarthy 16 When crisis strikes the field:The evolution of sports crisis communication research in an era of new media 177 Natalie A. Brown, Kenon A. Brown, and Joshua Dickhaus 17 Communicating corporate social responsibility in sport organizations: Incorporating new media 189 Melanie Formentin and Kathy Babiak 18 Social identification and social media in sports: Implications for sport brands 200 Brandi A.Watkins vi Contents PART IV Audiences: Fanship, consumption 211 19 SocialMediaSport:The fan as a (mediated) participant in spectator sports 213 Nicholas David Bowman and Gregory A. Cranmer 20 The new game day: Fan engagement and the marriage of mediated and mobile 225 Vincent L. Benigni, Lance V.Porter, and Chris Wood 21 Fantasy sport: More than a game 237 Brody J. Ruihley and Robin L. Hardin 22 New media and the evolution of fan–athlete interaction 247 Jimmy Sanderson and Jeffrey W.Kassing 23 The enjoyment and possible effects of sports violence in new (and old) media 259 Arthur A. Raney and Andrew Ellis 24 Eye tracking and viewer attention to sports in new media 271 R. Glenn Cummins 25 Children, media, and sport:The role of new media and exergames in engaging children in sport and exercise 285 Kimberly L. Bissell and Scott Morton PART V Identities in the digital realm 297 26 Sport, new media, and national identity 299 John Vincent and Edward M. Kian 27 Reclaiming our voices: Sportswomen and social media 311 Toni Bruce and Marie Hardin 28 Digital media and women’s sport:An old view on ‘new’ media? 320 Nicole M. LaVoi and Austin Stair Calhoun 29 Sport websites, embedded discursive action, and the gendered reproduction of sport 331 Lindsey J. Meân vii Contents 30 Examining gays and lesbians in sport via traditional and new media 342 Edward M. Kian and John Vincent 31 Communicating legitimacy, visibility, and connectivity:The functions of new media in adapted sport 353 Kurt Lindemann and James L. Cherney Index 364 viii LIST OF ILLUSTRATIONS Figures 14.1 Percentages of participation in the official pages of London 2012,The Olympic Games (TOG) and Vancouver 2010, on Facebook 159 18.1 Results of SEM 206 22.1 Circum–Social Fan–Athlete interaction 254 24.1 “MLB at Bat” presentation of game play enhanced with in-game statistics, pitch information and more 272 24.2 MLB.TV mosaic-style presentation of multiple games 273 24.3 ESPN3’s mosaic user interface depicting multiple games, social media activity, and programming information 273 24.4 Examples of potential areas of interest (AOIs) within a sample webpage 275 24.5 Split-screen presentation of commercial content alongside NASCAR race coverage 277 24.6 Full Circle’s mosaic presentation of Auburn versus Florida 279 Tables 13.1 Percentage distribution of SID responses to new media related questions 150 14.1 Participation in London 2012 page on Facebook 160 14.2 Participation in The Olympic Games page on Facebook 161 14.3 Type of contents on the official pages of London 2012 and The Olympic Games (TOG) on Facebook 162 15.1 The relationship between the research from Berry and Baym et al. 171 16.1 Benoit’s (1995) Crisis Response Strategies based on Image Repair Theory 179 16.2 Coombs’ (2007) Crisis Response Strategies based on Situational Crisis Communication Theory 180 ix CONTRIBUTORS María Arauz is Olympic Studies Centre (CEO-UAB) Junior Researcher and PhD candidate at the Department of Audiovisual Communication and Advertise, Universitat Autònoma de Barcelona. Kathy Babiak is an Associate Professor of Sport Management in the School of Kinesiology at the University of Michigan. Her research focuses on organizational governance and leadership, sport policy, social responsibility and individual and organizational philanthropy in elite and professional sport. Vincent L. Benigni is an Associate Professor and Director of Graduate Studies in the Department of Communication at the College of Charleston. His research interests include sport, media and public relations. Andrew C. Billings is the Ronald Reagan Chair of Broadcasting and Director of the Alabama Program in Sports Communication at the University of Alabama, USA. He has published eight books and over 80 journal articles and book chapters, with the majority focusing on the inter- section of sports media and identity. Kimberly L. Bissell (PhD, Syracuse University) is the Associate Dean for Research and a Professor of Journalism at the University of Alabama’s College of Communication and Information Sciences.