31025 - Sociology of Sports Communication

Learning outcomes

At the end of the course, the student: - knows the object and purpose of sports communication; - knows the main sociological theories and social research methods necessary to develop positive relationships with the mass media and new media; - has the basic information to create a house organ; - can master the main techniques of analysis of the sports television audience; - can produce press releases; - can promote the image of their company or sports team; - can relate to sponsors and advertisers.

Course contents

The course aims to promote knowledge of the communication processes that shape sport according to a multidimensional perspective, with particular reference to three areas: 1) the products of the sports cultural industry (analysis of technological changes in the forms of representation, narration and media interpretation of sport); 2) the main players in the sports communication industry; 3) the empirical study of the different areas in which the material and immaterial players of sport move to understand the contemporary 'sportscape'.

To achieve these objectives, the Course will be divided into three parts: institutional, seminar and laboratory.

In the institutional part, the Course will pay specific attention to the communication processes that take place in the world of sport and physical activities, in light of the close interrelation between sport, media and society. The cognitive question that will guide the analysis of the social processes in progress (through the use of methodological tools, such as databases and others) will be: "How are physical practices and the relationships between the public, sport, media and society changing?".

In the seminar part, thematic insights and in-depth analyses on the sociology of sport and communication will be developed.

The laboratory component will be dedicated to the analysis of case studies in sport communication, with a focus on methodological tools appropriate for sociological inquiry in sport, and will culminate in the development of a project work (groups of up to 6–8 students) on topics proposed by the instructor. This work will be carried out by the students and presented in class during one of the final sessions. Further information will be provided at the beginning of the course and throughout its duration.

A proactive approach by students will be encouraged and the production of new knowledge aimed at learning the value and cultural frames of reference within which the world of sports communication moves.

Readings/Bibliography

Students are required to study ONE of the following three volumes (to be chosen individually):

1) Bifulco L., Formisano A., Panico G., Tirino M. (2023), Sport e Comunicazione nell’era digitale. Media, processi, attori. FrancoAngeli ed., Milano. [Sport and Communication in the Digital Era. Media, Processes, Actors. FrancoAngeli ed., Milan] (no chapt. 2, 5)

2) Tirino M. (2025), La mediatizzazione della sport. Attori sociali, processi culturali, forme mediali, FrancoAngeli, Milan [ Sports mediatization. Social actors, cultural processes, media]

3) Pira F. et al. (2025), Giornalismo sportivo. Le nuove narrazioni dai media tradizionali agli eSports, FrancoAngeli, Milan [Sports Journalism. New narratives from traditional media to e- Sports]

The contents of the aforementioned volume will be integrated with articles on current sports sociological issues, provided gradually by the teacher (see the platform https://virtuale.unibo.it/)

For Erasmus students, texts in English or French will be provided (to be agreed upon).

Teaching methods

The course includes lectures and case studies illustrated with the help of new communication technologies, films, presence of industry experts. Through the Virtual platform, students will be encouraged, through innovative teaching methods, to read and analyze essays, articles, and case studies, to activate discussion, analysis skills, and research sources for sociological analyses of contemporary sports phenomena.

Assessment methods

The student will obtain the 5 ECTS credits by passing a written test consisting of multiple‑choice questions aimed at assessing the topics covered during the course (20 questions – graded out of 30, with 1.5 points awarded for each correct answer). The written exam can ONLY be taken after completing the project work and receiving a positive evaluation. The project work grade (from 0 to 5 points) will be added to the score obtained in the final test and will contribute to achieving the maximum grade (30/30) and honors.

Teaching tools

Video projections of the main contents of the lessons in the form of PowerPoint presentations; remote delivery of seminar meetings and related discussion groups, project work and processing via TEAMS.

Teaching and research materials are available on the internet.

Office hours

See the website of Giovanna Russo