The links between sport and media represent a persistently shifting relationship that has been examined from many perspectives.
Over a relatively short period of time, the speed within which the relationship between sport and “traditional” media (newspapers, radio, and TV) has given way to an increasingly synergistic one involving “new” media has left many wondering: whereto next? In this case, ‘next’ quite possibly refers to changes in “new” media being only weeks or months away as opposed to the decades or generations in traditional media’s operations.
In class, we recently discussed the CBC’s relationship with sport (Scherer & Whitson, 2009). The case study of CBC highlights a relationship between sport and media that has morphed in complex ways, of which calculating the benefits and repercussions remains a work in progress.
One certainty is that CBC and sport have a “new” relationship, the emphasis on “new” referring to the “known unknowns”.
- What is to be learned from CBC’s management of “new” media and sport?
- Where is “new” media taking sport?
- Perhaps even more significantly, are RSS students ready to effectively utilize “new” media in a way that enhances their “hireability”? Their skillset? Their ‘brand’?