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SPORTS COMMUNICATION in 2020
Patterns, Trends, and Crystal-Ball Gazing
Andreas Hebbel-Seeger & Thomas Horky
IACS | 12th Summit on Communication and Sport | Idaho State University, Boise, USA | 28.-31. March 2019
Technologies are changing
the way sport communicates
and how sport is done.
Technologies change
the sport itself and
our understanding of sports.
Media technologies are one of
the central drivers
of sports development.
We have therefore focused on
3 important trends:
technologization (the growth
of technology), virtualization
and socialization.
Technologization within Sports...
DRONES
From above, video drones
open up new perspectives
on sports;
aesthetically as well as
in terms of athletic skills
and tactics.
In combination with other
sensors
complementary data for
training control and
competition communication
can be generated.
This also affects the staging of
sports in the context of sports
communication.
Despite potential benefits
unclear and shifting rules and
regulations are a challenge.
Many sports federations
are still unprepared
by these developments.
Virtualization within Sports...
360º VIDEO,
VR and
MIXED REALITY
We talk about immersive
technologies
(Slater & Wilbur, 1997),
from which an experience
of presence is derived
(Singer & Witmer, 1998).
With 360-degrees video
users can not just look
“through the eyes”
of the particular sportsperson,
but insinuate themselves into
that sportsperson by the ability
to look around inside the event(s),
like in real life.
Technological development
within 360 degrees video
is progressing rapidly with
effects on the possible quality
(image resolution and
stability),
the processing (stitching),
the nature of the construction
(dimensions, robustness,
water-resistance),
the usability and at least
the price development
(accessing the mass market).
AR stands for an expansion
of our view of the world
in real time, frequently
overlaying the real view
of the environment
with artifacts.
Providers like “LivelikeVR”
are offering 360º videos of
sports events integrated into
a virtual world, which multiple
users,
with their avatars,
can visit communally,
making reception
into a social experience.
Microsoft is pursuing
a concept in sports
(based on their AR-Product
“Hololens”) with a
cooperative project with the NFL
where “Microsoft and the NFL
look into the future of football”
Sociologization within Sports...
SOCIAL MEDIA
Sports are particularly
well suited to the
fleeting communication
in social media.
Social media are also
ideal channels for sports
communication
as their live character suits
the principle of sports
(Nölleke, 2018).
The audience, and every
individual user, can be
integrated into digital sports
communication and can
participate directly in events.
All the new technological forms
- combined with networks like
Facebook, Twitter, YouTube & Co. -
are offering ever-greater
possibilities for interaction between
sportspersons and sports reporters.
Twitch as a good example for direct
commentating of users.
Social media makes it easier
for the professional players
to communicate with their fans,
to interact and thus, in the final
analysis, to build up their own
brand (Breuer & Görlich, 2018).
sports clubs and sports
associations develop
themselves into independent
media brands.
This is a growing problem for
sports journalism, with
increasing complaints about
competition and about
reduced access to the
subjects of its reporting.
The narrative technique, or
storytelling of digital sports
communication, is changing.
Communicators, like sports
journalists, have to acquire
distinct skills and additional
knowledge in terms of
technological applications.
Thanks for your interest!
Prof. Dr. Andreas Hebbel-Seeger & Prof. Dr. Thomas Horky
Macromedia University of Applied Sciences | Campus Hamburg
Gertrudenstr. 3 | 20095 Hamburg |Germany
ahebbel-seeger@macromedia.de (@ahs_HH) | thorky@macromedia.de (@thomashorky)
References
BREUER, M., & GÖRLICH, D. (2018). GAMING UND ESPORT – MARKT UND INSZENIERUNG DES
DIGITALEN SPORTS. IN T. HORKY, H.-J. STIEHLER, & T. SCHIERL (EDS.), DIE DIGITALISIERUNG DES
SPORTS IN DEN MEDIEN. (PP. 275-293), KÖLN: HALEM.
NÖLLEKE, D. (2018). DER EINFLUSS VON SOCIAL MEDIA AUF SPORTJOURNALISTEN. IN T. HORKY,
H.-J. STIEHLER, & T. SCHIERL (EDS.), DIE DIGITALISIERUNG DES SPORTS IN DEN MEDIEN. (PP.
181-207) KÖLN: HALEM.
SINGER, M. J., & WITMER, B. G. (1998). Measuring presence in virtual environments:
A presence questionnaire. Presence: Teleoperators and Virtual Environments, 7(3),
225-240.
SLATER, M., & WILBUR, S. (1997). A framework for immersive virtual environments
(FIVE): Speculations on the role of presence in virtual environments. Presence:
Teleoperators and Virtual Environments, 6(6), 603–616.

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Sports Communications in 2020 - Patterns, Trends, and Crystal-Ball Gazing

  • 1. SPORTS COMMUNICATION in 2020 Patterns, Trends, and Crystal-Ball Gazing Andreas Hebbel-Seeger & Thomas Horky IACS | 12th Summit on Communication and Sport | Idaho State University, Boise, USA | 28.-31. March 2019
  • 2. Technologies are changing the way sport communicates and how sport is done. Technologies change the sport itself and our understanding of sports.
  • 3. Media technologies are one of the central drivers of sports development. We have therefore focused on 3 important trends: technologization (the growth of technology), virtualization and socialization.
  • 5. From above, video drones open up new perspectives on sports; aesthetically as well as in terms of athletic skills and tactics.
  • 6. In combination with other sensors complementary data for training control and competition communication can be generated.
  • 7. This also affects the staging of sports in the context of sports communication.
  • 8. Despite potential benefits unclear and shifting rules and regulations are a challenge. Many sports federations are still unprepared by these developments.
  • 9. Virtualization within Sports... 360º VIDEO, VR and MIXED REALITY
  • 10. We talk about immersive technologies (Slater & Wilbur, 1997), from which an experience of presence is derived (Singer & Witmer, 1998).
  • 11. With 360-degrees video users can not just look “through the eyes” of the particular sportsperson, but insinuate themselves into that sportsperson by the ability to look around inside the event(s), like in real life.
  • 12. Technological development within 360 degrees video is progressing rapidly with effects on the possible quality (image resolution and stability), the processing (stitching), the nature of the construction (dimensions, robustness, water-resistance), the usability and at least the price development (accessing the mass market).
  • 13. AR stands for an expansion of our view of the world in real time, frequently overlaying the real view of the environment with artifacts.
  • 14. Providers like “LivelikeVR” are offering 360º videos of sports events integrated into a virtual world, which multiple users, with their avatars, can visit communally, making reception into a social experience.
  • 15. Microsoft is pursuing a concept in sports (based on their AR-Product “Hololens”) with a cooperative project with the NFL where “Microsoft and the NFL look into the future of football”
  • 17. Sports are particularly well suited to the fleeting communication in social media.
  • 18. Social media are also ideal channels for sports communication as their live character suits the principle of sports (Nölleke, 2018).
  • 19. The audience, and every individual user, can be integrated into digital sports communication and can participate directly in events.
  • 20. All the new technological forms - combined with networks like Facebook, Twitter, YouTube & Co. - are offering ever-greater possibilities for interaction between sportspersons and sports reporters. Twitch as a good example for direct commentating of users.
  • 21. Social media makes it easier for the professional players to communicate with their fans, to interact and thus, in the final analysis, to build up their own brand (Breuer & Görlich, 2018).
  • 22. sports clubs and sports associations develop themselves into independent media brands.
  • 23. This is a growing problem for sports journalism, with increasing complaints about competition and about reduced access to the subjects of its reporting.
  • 24. The narrative technique, or storytelling of digital sports communication, is changing. Communicators, like sports journalists, have to acquire distinct skills and additional knowledge in terms of technological applications.
  • 25. Thanks for your interest! Prof. Dr. Andreas Hebbel-Seeger & Prof. Dr. Thomas Horky Macromedia University of Applied Sciences | Campus Hamburg Gertrudenstr. 3 | 20095 Hamburg |Germany ahebbel-seeger@macromedia.de (@ahs_HH) | thorky@macromedia.de (@thomashorky)
  • 26. References BREUER, M., & GÖRLICH, D. (2018). GAMING UND ESPORT – MARKT UND INSZENIERUNG DES DIGITALEN SPORTS. IN T. HORKY, H.-J. STIEHLER, & T. SCHIERL (EDS.), DIE DIGITALISIERUNG DES SPORTS IN DEN MEDIEN. (PP. 275-293), KÖLN: HALEM. NÖLLEKE, D. (2018). DER EINFLUSS VON SOCIAL MEDIA AUF SPORTJOURNALISTEN. IN T. HORKY, H.-J. STIEHLER, & T. SCHIERL (EDS.), DIE DIGITALISIERUNG DES SPORTS IN DEN MEDIEN. (PP. 181-207) KÖLN: HALEM. SINGER, M. J., & WITMER, B. G. (1998). Measuring presence in virtual environments: A presence questionnaire. Presence: Teleoperators and Virtual Environments, 7(3), 225-240. SLATER, M., & WILBUR, S. (1997). A framework for immersive virtual environments (FIVE): Speculations on the role of presence in virtual environments. Presence: Teleoperators and Virtual Environments, 6(6), 603–616.