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Youth and Sports News Reinforcing National Identity Brendan Reilly

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Youth and Sports News Reinforcing National Identity Brendan Reilly Rugby Nation: Youth and Sports News Reinforcing National Identity Brendan Reilly, Ara Institute of Canterbury, New Zealand Karen Neill, Ara Institute of Canterbury, New Zealand The Asian Conference on Media, Communication & Film 2017 Official Conference Proceedings Abstract News is an important area where the nation turns to, looking for an understanding of national and world events and to place it in a historical context. Arguably, the quality of this information can only be obtained when there is a diversity and plurality in media offerings. Modern commercial music radio is now in a state of disruption with increased competition from digital arenas, pressure to maintain financial performance and audience ratings. One method to keep audiences listening has been the service of providing sports news. With sports being a large part of the national psyche, and intimately tied into the historical identity of being a sports mad nation, what coverage are they presenting and what are the ramifications of this coverage in reinforcing a mythical national identity? An investigation into the diversity of sports news will be one avenue in which to examine whether news organisations are delivering a range of content that mirrors the range of sports being participated and excelled at locally and internationally. Looking at two youth radio stations over a similar month in 2013 and 2016, does their sports news coverage provide justification of assertions that they are providing a service for the public good? Cross media comparisons demonstrated the continuing history of marginalization of women’s sports and focus on just a few major sporting codes. Utilising agenda setting theory and content analysis, there may be unintended consequences of a limited service that reinforces the way the country sees itself. Keywords: Diversity, News, Radio, Sport, Youth, Identity iafor The International Academic Forum www.iafor.org Introduction According to Sport New Zealand, the government agency responsible for sport and recreation policy and funding “74% of adults (2.5 million people) take part in sport and recreation in any given week” (2015, p.4), with younger adults1 amid the highest participants. Just like sport, the media also commands a lot of New Zealanders’ leisure time with a similar proportion of 18-34 years olds (79%) tuning in to radio on a weekly basis (Venuto, 2016). Radio has an important role as a major source of information about social, economic and political processes. It also reflects and reinforces the way a country sees itself. One of the major responsibilities of the press in a democracy is that of guaranteeing citizenship, by making it possible for citizens to arrive at an informed decision with consequences on issues of governance and accountability. Arguably, the quality of this information can only be obtained when there is a diversity and plurality in media offerings so that citizens have a choice. Commentators believe that the “proper role of the press is to provide editorial content that responds to the interests of the public, not the public plus advertisers” (Baker, 2002, p. 24). New Zealand is a self-confessed sports-mad nation, and overseas is frequently known for our rugby fanaticism. One avenue where an assessment of the commitment to diversity and plurality is found is in the delivery of sports news, as it is an integral part of the fabric of the country’s culture. “Sport has become big media business as well as remaining such a feature of the country’s sense of national identity” (Harvey, 2002, p. 96). Since the country’s identity is tied in with a strong sporting culture, and that radio is still widely consumed across most demographics, there is space to research how well New Zealand commercial radio is providing a news product that fits the needs of the populace. Looking at how it might influence the critical 18-34- year-old market becomes the focus due to their dominant role as players, and roles as supporters and fans. An investigation into the diversity of sports news will examine whether media news organisations are delivering a range of content that mirrors the variety of sports being participated in and excelled at locally and overseas, and how this plays a role in the normalisation of national culture. News and the New Zealand radio market: A background Following deregulation of the radio industry in 1989, enhanced competition brought changes to New Zealand’s radio news services. In 1994 public broadcaster Radio New Zealand (RNZ) was the dominant news provider and owned both commercial and non-commercial stations. The only competition was in the form of Independent Radio News (IRN), established in 1986 to provide network news and sports bulletins to other commercial stations. However, IRN was “fledgling in comparison, [to RNZ] both in its scale of operation and in the number of clients served” (Norris & Comrie, 2005, p.175). In 1996, the commercial arm of RNZ became The Radio Network (TRN) and expanded its brief by purchasing Prospect Media Limited and acquiring frequencies in major cities to roll out network brands. TRN also bought IRN, later absorbing it into network news brand Newstalk ZB, which supplied news to TRN stations nationwide 1 According to the Sports New Zealand survey, young adults are aged 16-24 years. as well as non-TRN stations such as the Rhema (Christian) radio network and other independent radio operators. Opposition commercial radio network RadioWorks, a client of IRN, was uncomfortable paying its competitor for its news service and set up its own in 2000. This was known as Global News after Canadian company CanWest acquired RadioWorks in 2001 (Norris & Comrie, 2005, p.182). News brand Radio Live took over the bulletins from Global News in 2005 for MediaWorks’ network of radio stations around the country. New Zealand now had competing commercial radio news networks, as well as news from public broadcaster RNZ. In addition to the plethora of rival music formats, TRN and MediaWorks both launched specialist sports radio networks. TRN’s Radio Sport began broadcasting from the country’s biggest city, Auckland in 1998 and was “the first radio station in this sports-mad nation to broadcast sporting commentaries and sport talk, all day, every day” (Shanahan, 2005, p. 138). In 2007 RadioWorks launched dedicated sport and (horse) racing network BSport. BSport was re-branded as Live SPORT in 2010 to complement news brand Radio Live, but ceased broadcasting in 2015 following the sale of MediaWorks to an American hedge fund, with its frequencies relegated to the more profitable music formats. The target audience of both sports networks is older and predominantly male. The networking of content and the inevitable centralisation of programming to the main centre of Auckland saw the number of independent stations and local programmes diminish. This had a flow-on effect for news and sport with less opportunity for local coverage. Local input to radio stations decreases as companies try to run profitably in very crowded markets. Increased coverage areas, networking, automation and associated uses of digital technology are changing the nature of work in radio and the medium itself, away from its local community orientation and involvement and towards the production of multiple brands of a similar product to position themselves for consumers. (Wilson, 1994, p. 62) The networks have launched similar and competing multi-platform digital news services in recent times. In 2014, TRN and APN News and Media formed new entity New Zealand Media & Entertainment (NZME.), combining radio, print and digital; and in early 2016, MediaWorks launched Newshub, combining television, radio, and digital services (MediaWorks, 2016). Both digital brands have a national focus. The importance of radio and sport for younger audiences Despite the move to online, traditional media choices - radio and television - still deliver the largest audiences in New Zealand. According to research conducted in 2014 and followed up in 2016 “more New Zealanders tune in to these media, more often, and for longer than any alternatives” (Colmar Brunton, 2014, p.3; NZ On Air, 2016, para. 4). However, with the concentration of networks and competition for the same audiences, there is less diversity in programme formats. Just as the two commercial radio networks have competing music brands targeting the same audience demographics, news bulletins are market driven and tailored in style and content to these audiences. Radio news editor Kevin Hercock sees radio as having to serve a wide range of different stations as clients, with different clients receiving different products, “shorter stories for the commercial youth stations, with longer ones for the more traditional audiences” (Norris & Comrie, 2005, p. 182). Both of New Zealand’s major radio networks have stations targeting the younger-end of the market, 18-34 year olds, with Pop or Contemporary Hit Radio (CHR) being the format of choice for this age group (Nielsen, 2016). This is also a key demographic for radio, and in 2013 “[New Zealand] commercial radio reached 74 percent of all people aged 18-34 years” (Fahy, 2013, para. 3). According to a 2013-14 Sport New Zealand survey, this is the same percentage of New Zealanders aged 16 years and older who participate in sport on a weekly basis (2015). The correlation between media coverage of sport and participation is well documented (Dawson & Downward, 2009; Saini, 2015; Hardin & Greer, 2009), and the importance of youth participation and sport even more so. “The power of the sports media – especially for an emergent sport – can have the effect of profoundly influencing its developmental direction and, for example, turning it from a relatively inexpensive, causal, pleasure-oriented pastime into an expensive, high-tech, performance-oriented pursuit” (Rowe, 2015, p. 151). How it affects culture is more contested. National identity is considered to be a “fluid process, a constantly shifting and evolving concept” (Said, 1994, p.
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