How do we study sport?

The purpose of this paper is to explore various sources and summarize to show understanding of the topic, “how do we study sport.”

Readings from multiple source came from assigned articles provided and chapter-2 of the book, “Social issues in sport.” These articles based on various areas of sport impacting the industry, provided a wide range of vital information the readers. This paper critiquing a research study title “Nike’s communication with black audience” by Armstrong (1999), explored communication challenge reaching diverse consumer market or audience. 

Before I started reviewing scientific studies, I was one of those “laypersons” sport fan who most times rely on my own knowledge or other “normal persons” to figure out the truth about a lot of things, including studying or understanding sport. According to Woods (2015), who agrees, many sport fans including myself would listen or watch sport talk shows, read the print media and then we would have passionate discussions trying to convince each other of whose opinion makes more sense, or who is right.

Though the media has evolved, there is still no rigorous systematic process in how their data is analyzed before disseminating to the public. Skinner (2009), explains that scientific research as it relates to the methods of data collection such as fieldwork, observation, interviews and document analysis are necessary for sport management research. He continues by saying, the technique should also be understood, and recommendations are made. Another source, Woods (2015), also agree that we study sport through research by collecting and analyzing said data using the appropriate tools. 

Maxwell (2011) theory which look at expanding boundaries of sport media research, outlines that concise study expands other research in sport media scholarship. This moved beyond limitations of content analysis and is also focusing on explore various coverage given to women’s sports in print and broadcast journalism. This rigorous procedure applying a systematic process of data collection and analysis, provides a more unbias result, and this is how we study sport.   

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The focus of this study was done on “Nike’s communication with black audience” by Armstrong (1999). One of the main components to marketing, is how to communicate with an audience to influence them to buy into what you are selling. Nike is exploring assiduously how to reach the black consumer audience on how to convince them that their product is the product to buy. According to Armstrong (1999), because of the increase of the black consumer market, sport industries are acting with urgency to widen their understanding of what challenges exist in diverse marketing. This effort is to figure out what communicating strategies will assist in appealing to that market to effectively understanding the culture.

It is never easy to win an audience, and with the socio-economic changes with the black consumer market, sport industry like Nike with a vested interest to tap into that audience. They will be able to generate an increase in sale if they are able to communicate their language to convince them to buy through marketing advertisement, through a creative effort. Though advertising is mainly made up of television, radio and print, some organizations acknowledges the importance of the black consumer market. Those organization see the need to spend over $700-millions on advertisements (Ad), by creatively design politically correct culture context Ad’s that will not offend, but instead penetrate emotions with a psychological effect, stated Armstrong (1999). 

Sport companies should be equipped with knowledge on how to penetrate different markets to entice their audience to consume their products and services once there is an interest. This interest must be influenced by an understanding of a culture’s language to communicate effectively, explained Armstrong (1999). Understanding a culture’s identity and their behaviour on how they communicate verbally or non-verbally is very important, but is it enough for an industry to tap into that niche with the aim of selling their products at high volume?

Though many sport disciplines are black dominated, including basketball, football and track and field to name a few, sport organizations such as Nike, should be clear on the culture at large and the language they speak. This enable effective connection with the targeted consumers through their advertisements whether print, television or radio, says Armstrong (1999). 

I will admit that the different media creatively created by Nike’s advertisements were carefully orchestrated to specifically tap into the emotions of their audience. The almost friendly interaction between the basketball stars and the barber-shop attendants in the television Ad, and the text of the printed Ad is intended to stimulate. This stimulating media is intended for potential basketball athletes, other athletes, potential athletes, barbers, ordinary black people and the list continue, hence the importance to be able to connect with different audience, highlighted Armstrong (1999). 

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Reference

Armstrong, K. L. (1999). Nike’s communication with black audience: A sociology analysis of advertising effectiveness via symbolic interactionism. Journal of sport and social issues, 23(3), 266-286. 

Kane, M. J., & Maxwell, H. D. (2011). Expanding the boundaries of sport media research: Using critical theory to explore consumer response to representation of women’s sport. Journal of sport management, 25(3), 202-216.

Edwards, A., Skinner, J., & ScienceDirect (2009). Method of data collection for sport management. In qualitative research in sport management (pp. 101-126). Amsterdam; Boston: Butterworth-Heinemann. 

Woods, R. (2015). Social issues in sport (3^rd ed.) Champaign IL: Human Kinetics.