NEW SPORT MEDIA LANDSCAPE: THE AUDIO-VISUAL CONSUMPTION OF MEDIATED SPORT

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The purpose of this paper is to investigate the new media forms and how it impacts the audio-visual consumption and experience of sport content. The availability and growth of new media form is made p... ossible because of the different technologies which have emerged. The extreme level of interest in the content generated in media and the influence on various parts of the society has come under scrutiny because the negatives it may have on the population such as the failure to differentiate between real and non-real news, it is also not easy to control the comments made by fan which is a problem for sports clubs (Rowe, 2004). New media forms refer to social media, online news and video games which have audio-visual interactive capabilities. Although it is clear that the new media forms and especially social media have a negative effect on society and especially the youth who may not have good judgement and interpretation about what they say or see (Schein, Wilson & Keelan, 2011) . There is little study on how audio-visual sport content with the ability to leave comments affects the population. There are also effects which the generation and consumption of mediated sports content has on the younger population. This is because of the distraction it provides to viewers and consumers of the content. Findings from this research can help the football sports clubs in the United Kingdom to understand how they can utilise the new media to enhance their support base. Such would be important as it can help them increase the sale of their merchandise leading to increased revenues. [Show More]

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