NMA  Roles and relationships with different sports media: NMA Roles and relationships with different sports media


Overall roles of media: Overall roles of media before: wanting to ‘keep totally up to date’ building up own opinion, hopes and fears trying it out on friends (work, pub) during craving for information on the day strong desire to know instantly what is happening ‘BBC on page 303 you know within a minute’ ‘Sky sport, to the second, they’ve got 4 men watching the games need to understand the implications of what has happened table standing, prospects for teams or players after if it was good, media used to help keep the moment going if it was bad, a form of ‘self -mutilation’, and of looking for reasons


TV: roles: TV: roles to substitute live experience to capture or create the camaraderie key during actual game or match experience or highlights second best, if you can’t be there good for quick summaries of the results on the day Ceefax widely used for this and better than Teletext immediacy also ITV Goalrush as well as events on the day Football Focus new technology (where it is in home) can make it better than being there in terms of ability to see what is going on, choose camera angles, replay bits weak on actual comment and opinion for some filling time, repeating themselves, unable to think of anything else to say several therefore use TV visual and radio sound individual personalities can win them over or rankle them Brian Moore is a dinosaur, whereas Stuart Barnes really does know the game - gives you insightful comments” (Broadsheet Midlands) some feeling of sitting on the fence in TV coverage: fear of biting the mouth that feeds “they tend to sit on the fence and suck up a lot on TV - feels a bit watered down, like they’re looking after their own jobs” (tabloid, Midlands) or flippancy / vacuous remarks which break the bubble they are in while watching: “it can be so off-putting when you’re watching the game if someone is rattling you making farcical comments” (Broadsheet Midlands)


TV: relationship: TV: relationship close: one of the essential media for most respondents but not entirely respected presenters do polarise, with some achieving closeness and others disdain past / current players commenting on games particularly valued: feels more intelligent in opinion ‘in the know’ / at the coalface commentary “they offer a more intelligent input - they give you the tactics and the inside track” Ceefax is highly valued by frequent users, but only in a functional sense “quick and easy - accessible” Opportunity to tape the live game they are out watching and re-live it: “watching it twice - the martyr bit”


Radio: Radio Roles again, substitute for live experience key during actual game or match, second best, if you can’t be there or near a TV good at atmosphere and excitement within obvious restrictions of not being able to see the game/match giving the supporters’ perspectives via constant phone ins keeping up to date on the day weak at giving the info required on the range of games the one they broadcast is not the one you’re interested in presenters make their presence much more felt than is the case with TV counterparts humour a plus Talkback, Radio 5 live, Talk Sport (Adam Perry banter) ‘like extending your time in the pub’ outrageous opinion expected Relationship a supporting role for TV frees them from the armchair - but they can ‘run in’ for the visual highlights a friend ‘on hand’ in the absence of TV access some take to matches with them to get other results at half time a sporting voice - in the car, in the shower, in the workplace local radio particularly valued in Midlands: where national coverage felt to be weaker - Radio WM atmospheric: “Ian Robertson - straightforward, unbiassed”; “Stuart Hall paints a lovely picture” and some broadsheet readers feels it adds a more involving dimension: “you can’t stop being involved with radio whereas with TV you get lazy, you look through it more”


Internet: Internet Roles more fodder for knowledge / information used both at work and in home a means of accessing stories ‘as they emerge / grow’ nuggets which clarify speculation / rumours etc. membership / belonging: “subscribe to the Albion news page” “use the Sky Sports website and Team Talk” Relationship close for a minority supplanted the papers more analysis the fans’ views ‘very good entertainment’ appeals to the ‘intellectual’ side of sporting passion helps to cement / validate a victory: “I like to see a good win in print on the screen - makes it feel more real”


SMS messaging/WAP: SMS messaging/WAP Roles advance notice having cricket progress texted to your mobile WAP helpful for ‘breaking news’ in terms of results mainly text messaging serves its own purpose: a means of networking during matches instant contact with like-minded mates - during a match at crucial points Relationship personal text messaging enhances viewing enjoyment - starts the ribbing / crack earlier than human contact might otherwise allow otherwise SMS messaging offers perfunctory / supporting role in ‘keeping up to date’


Men’s magazines: Men’s magazines Roles looking for more depth more information gathering more grassroots approach not for up to date Relationship more reflective more leisurely relationship sitting down to read the articles Rarely spontaneously referred to as a valued media in terms of obtaining information - neither top of mind, nor closely involving for sports insight, even if used


Newspapers: roles: Newspapers: roles to furnish opinion & understanding, to provide detailed information arming the reader with own views and hence with ‘conversation pieces’ “the knowledge you get from the papers helps you form your own opinion” nuggets to share - at the game, at work, with mates: “you want information -to feel you know something about the subject - not just the match report, but better knowledge about the rules, the chairman’s activities and the manager’s decisions newspaper as the bridge that helps them feel ‘on the inside’ of the sport: “titbits, insider information” strongest benefits derived from newspapers after the event looked to and valued for in depth and expert analysis of what happened and why editorial viewed as expert and considered and therefore as especially valid due to range of and expertise of journalists ‘’3 reports on one match’’ ‘’ 2 pages worth…adds to your bank of knowledge’’ unlike commentary and commenting on TV and radio With perceived quality of sports editorial often surpassing rest of paper: “News of the World has good scoops and lots of in depth info newspapers provide more insight eg what happened after the final whistle tunnel antics / tensions / fracas etc. post-match can be reported better via newspapers “what’s gone on once they go down the tunnel - the rollocking they got from the manager - almost like a gossip column”


Newspapers: roles: Newspapers: roles As well as ability to fan the flames of hopes and dreams adding to excitement, anticipation and adrenaline the gossip, the transfer talk the fans’ view fosters the fantasy element of sport - the ‘if only’ aspirations of amateur players / enthusiasts: “it’s escapism, a fantasy world - we’d all love to be Beckham, be in their boots” to read, perchance to dream: especially Tabloid readers “you imagine yourself as part of it - there’s an envious streak while reading it” Ability for more direct comparison - in the cool light of day “you know the headlines - but it’s a habit to compare your own opinion with what you saw”, “the analysis is more considered, they’ve got more breathing space - they add something extra” before the event is also valued news and views latest developments but less immediate than TV and radio speculation as to what may occur


Newspapers: roles: Newspapers: roles helps to nurture a sense of pride / emotional connection: “I take great joy in reading about us as a good fighting team - praise makes you feel better even in defeat”, “reading the paper extends your enjoyment of it” the programme which makes sense of the soap opera that is sport: “you’re reading about a soap opera - you’re that involved - you know all the characters”, “more opinionated - tell it as they see it” “I love the way newspapers go through all the player previews” opportunity to ‘relive the game’, keep the feeling going which is a welcome and ritualistic antidote to daily life: “I stand in the newspaper section while she does the shopping - there’s 6 or 7 others doing it” “you’re in your own little bubble - hoping to see what they think of the same event” communal reading (tabloid readers) / sharing of the conflicting views / opinion of newspaper titles: “all the newspapers in the smoke room at work are left open at the back pages”


Newspapers: unique roles: Newspapers: unique roles Of all of the roles that newspapers perform for sports enthusiasts, it is the combination of benefits rather than one particular benefit which they offer that is unique newspapers uniquely offer: considered, expert, in-depth insight that is also up to date Furnishes knowledge, opinions Provides social ammunition Fans the flames of dreams


Newspapers: relationship: Newspapers: relationship again, close: it is rewarding, and provides reward on functional, rational, personal, social and emotional levels possibly closer for tabloids than that achieved by the rest of the newspapers: although similar dedication shown papers generally read back first always for tabloid readers (may share first with page 3) probably often for broadsheet readers closeness of relationship is intensified by the nature of a newspaper as a tangible asset, a material possession it is a prop, a resource, a source tabloids come with you to the game in your back pocket shared with your mates, and you read theirs too a source of valuable and thought out opinion it is more special than the output of the other media more permanent more meaningful the written word carries great(er) weight