Athletics: The Final Frontier

As we have discussed in this course, sports communication has significantly changed over the past century. This trend will continue and we will see more and more changes with the sports communication industry and companies and consumers try to find the perfect balance that makes both parties the happiest and most successful. Rather than rest on the success that has been established, companies are constantly looking for the next popular trend and consumers are becoming a bigger and bigger part of this process. As consumers drive these changes more and more, we may see sports communication go in directions it would not have otherwise. The two largest changes that I see happening in the future of sports communication are the continued intrusiveness of sports reporting and specificity of reporting in sport.

The required reading did an excellent job of showing the trend that has already begun. Sports reporting has become more and more narrow to the point that there are stations for college conferences and some things even more extreme than that. Chad Ochocinco has created his own show that reports on him. When Terrel Owens was holding out before the NFL season, reporters came to his home and filmed him answering questions while he did sit ups. I do not think this is the end of this trend. On the contrary, I believe this will only intensify in the coming years. Ben Roethlisberger is an excellent example of this. It seems like there is always something going on with him. Steelers fans are die hard and he is their franchise quarterback. A reality show following him around in his everyday life would absolutely sell in areas where the Steelers are popular. With the expansion of ways in which the media can reach consumers, this would take less and less work. Mark Cuban has a blog about the Dallas Mavericks but there is no reason that could not be taken a step further. A weekly show where the coach personally addresses the fans and lets them know how practice is going could be an option. A live webcam overlooking practice so that someone can see everyday what the team is up to. None of this would take anything more than the start up costs and then it would simply have to be streamed or posted on the team's website.

However, more and more narrow reporting means that smaller details will become more important. Whereas it used to be irrelevant what an athlete did off of his or her respective playing arena, even these small details have become a thing of interest. Tiger Woods' marriage should have absolutely no bearing over what kind of a golfer he is. He is not using enhancing drugs; cheating on his wife did not improve his putting or lengthen his drive. Every aspect of an athletes life is now monitored and he or she must live accordingly. With this narrow reporting we could very easily have channels or shows dedicated to one athlete or team. With the spotlight burning so bright, players will have to be mindful of their actions.

Perhaps the New Orleans Saints are eating a pregame meal and it is being televised. One player stops to say a prayer over the food and Drew Brees continues to eat. This turns into an issue with his religion. The Saints play in the south which is historically bible country. Now, there is public pressure to get rid of the franchise quarterback because he does not meet the expected value set of the area. This may seem extreme but this is where the sport is headed. When someone is paid enough to support a third world country to play with a ball, there are going to be some expectations. These expectations will continue to grow and athletes will see less and less personal space as a result of this narrow sports reporting.