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Introduction

Rationale

The rationale for this specific topic being explored can be linked towards the fact that there is a strong association that accompanies football within such a media intensive society such as the one we live in today. Because of this an increased amount of research is being conducted within this field, as Blain and Bernstein (2002) argue that “the level of research that focuses on the relationship between media and sport now constitutes a significant field of research within an academic study.”

‘New Media Age’ is a phrase that relates to the evolution of media related directly to technological advancements. With Lievrouw and Livingstone (2002) stating that “often work in this area has been technology focused and centred on the development of information and communication technologies.”

Media is a very powerful tool that can be used to shape people and their opinions on specific topics, negatively or positively. Spiral of Silence Theory Papacharissi (2009) has strong relations to this point as it is said that “if the media propagates a particular opinion, then that opinion will effectively silence opposing opinions.”

Aims and Objectives

Silverman (2000, p.20) mentions that “clear aims and objectives are set out at the start of the research, these may often refer to collecting and analyising data on a particular topic.” The aim is to find out how new forms of media such as social media effect how people think about football and research into why this is.

Research Questions

2. How much of an impact does new media have on people’s lives?

3. Why does media hold such power and influence over way people form views?

Key Reference List

Football in the New Media Age – Raymond Boyle & Richard Haynes (2004)

Sport and social media research – Kevin Filo, Daniel Lock & Adam Karg (2014)

The media and football supporters: a changing relationship – Jamie Cleland (2011)

Proposed Research Design

Philosophy

The philosophical position when researching will be a Kim. B (2001) social constructivist stance, as asking for personal opinions will be key to add more of a backbone for the study, while also down to the fact that this study is a more sociological study.

Methodology

The methodology chosen will be an ethnography, as opinions will be used more than relying on hard statistics. Using the key literature to backup claims made during the research, using the interview results to start.

Methods

Armour. K (2012) mentions that the aim of the methods section is to detail how the research was conducted for future reference. The Methods that will be used with this methodology start with the interview questions being more closed to start to gain specific answers, while also gaining trust, so that towards the end to then lead to open-ended questions, leading to opinions being discussed, which is key for the research.

Insider vs Outsider is an interesting argument, however in relation to this study an insider approach would be suitable as, it is felt that is the, as it would enable an unbiased view on the whole operation as each individual person will know the researcher and be comfortable, leading to interviews yielding better results.

Tools of analysis

Sign Salad (2018) “Semiotics is a key tool to ensure that intended meanings are unambiguously understood by the person on the receiving end.” This will be key when deciphering what is being said from interview answers. This is done as to make out what you think the interview participants means with certain signs and words that they have used.

Identification of potential risks to participants

Ethics

Ethics and Confidentiality where touched upon in both the Consent Forms and Participations Information Sheet (Appendix 1&2) everything that is required for ethical approval will be found within. Since each person being interviewed will be a student at the university. Gorman & Campbell (2007) “Ethics is not about simplistic solutions. It provides a framework for asking meaningful questions” which is a major part of the research as a whole.

Risks

1 – Confidentiality

2 – Data Protection

The BERA/ESRC (delete as appropriate) guidelines have been consulted to inform ethical practice ◻

Ethical Research Issues Checklist (Below to be completed by student)

Has the research proposal identified any of the following research procedures? (Circle/Underline):

Gathering information about human beings (and organisations) through;

Interviewing, Surveying, Questionnaires, Observation of human behaviour

Taking human tissue/fluids

Interfering in normal physiological and/or psychological processes

Using archived data in which individuals are identifiable

Researching into illegal activities

Research with children/vulnerable adults (I confirm that I have CRB clearance ◻)

If any of the above are circled/underlined, does the proposal satisfactorily identify the ways in which the following will be dealt with the following (tick boxes for “Yes”):

(Below to be completed by research supervisor)

Voluntary participation without inducement;

Procedures for providing participants with full awareness of the objectives of the research, the procedures to be followed, and the anticipated outcomes particularly in respect of publication of findings;

Proposal has met the criteria for respect for confidentiality and publication contained in Research Ethics Committee policy

Research proposal form completed appropriately

Informed consent completed appropriately

Do the procedures identified in the proposal necessitate full formal risk assessment? YES/NO

Has the risk assessment been carried out? YES/NO/NONE REQUIRED

Does this assessment fall within university limits? YES/NO/NONE REQUIRED

(Below to be completed by student)

Draft Literature review

How Media can impact perceptions

There are many pieces of literature that relate to the subject of the impacts of new media on perceptions of football, as many covers the theories behind how people can be impacted by media and relating it back to sports, more specifically football. There are two major authors who have similar theories, but both linked to the way media can force a change in the way people perceive information. These include the Spiral of Silence Theory Papacharissi (2009) “if the media propagates a particular opinion, then that opinion will effectively silence opposing opinions through an illusion of consensus.” And Agenda-setting Theory, Hanson (2009) states “Issues that receive most attention from the media become the issues that the public discusses.” In relation to football, people will see specific things that the media put out and it is hard for media to stay bias in any regards leading to some views being changed as the media will promote a certain way of thinking.

Cultivation Analysis Theory Gerbner (1979) can also be linked as “Under this theory, someone who watches a great deal of television may form a picture of reality that does not correspond to actual life.” these theories have in common the fact that they are linked to the way people form opinions on football but also how they are affected by media. For example, some people feel the English Premier League is better than the Spanish League, as they are exposed to it more, even though UEFA recognises the Spanish league as statistically better. But, is the reason so many watched the chosen match, as without TV promoting this game most days leading up to it, the game would have been watched by just fans of the retrospective clubs involved.

New Media Age

As the topic of media relationship with football grows more popular and people become more educated, more research is done as Blain and Bernstein (2002) argue that “the level of research that focuses on the relationship between media and sport now constitutes a significant field of research within an academic study.” Leading to such theories previously touched upon being covered. Touching on new media and the ‘New Media Age’ which is a phrase that relates to the evolution of media related directly to technological advancements. Showing that there is a difference in the amount of influence each form of media has in todays society. With Lievrouw and Livingstone (2002) stating that “often work in this area has been technology focused and centered on the development of information and communication technologies.”

Fandom and media’s influence on fans

Having this influence on football perspective that media has, fandom has been changed as a result. With football fans supporting teams based on geographical location and family history. However, this new media wave, has caused the more popular and prevalent teams being promoted to the public more leading to an increase in fans for those teams, which causes an imbalance. As there are two types of sports consumers those being direct and indirect. Kenyon, G. S (1969, p.3) “Direct sport consumption involves personal attendance at a sporting event. While Indirect sport consumption involves a person’s exposure to sport through mass media, which includes things such as TV, Radio and the Internet.” Leading to more fans becoming indirect consumers which hinders football financially. Maslow, A (1970, p.32) work can be related to fandom in the following quote “Sport fandom can help fulfil the human need for social interaction by providing a sense of belongingness and use sport to meet their social interaction needs.”

The media’s relationship with nonfans of football

Media often cover the more successful teams again leading to those being the teams being shown off to the public. Heinegg (1985, p.455) said, “Even the anti-fan will sometimes stop in his tracks in front of the TV set and admire despite himself.” Showing that even non-football fans can appreciate what they are being shown. Cialdini et al, (1976 p.36) covers the way people prefer to see teams win and feel better about supporting the teams that are more successful. “Fans often celebrate with players when the team wins, while also they will aim to increase association with teams who are successful and or are popular and winning at the time, to use their team’s accomplishments and success to help boost own self-esteem.” Which can lead to the sport becoming more popular due to this exposure, however direct fans will become less and less as a result.

Reference List

Cleland, J. (2011) The media and football supporters: a changing relationship. 1st edn. London. SAGE.

Boyle, R & Haynes, R (2004) Football in the New Media Age. 1st edn. London. Routledge.

Filo, K, Lock, D & Karg, A. (2015) Sport and social media research: A review. Available at: https://www.sciencedirect.com/science/article/abs/pii/S1441352314000904 (Accessed: 10/5/19)

Papacharissi, Z. (2006) “Uses and Gratifications,” in An Integrated Approach to Communication Theory and Research. 1st ed. Don Stacks and Michael Salwen (New York: Routledge, 2009), p137.

Silverman, D. (2000) Doing Qualitative Research. 4th edn. London. SAGE.

Kim, B. (2001). Social constructivism. In M. Orey (Ed.), Emerging perspectives on learning, teaching, and technology. Available at: http://www.coe.uga.edu/epltt/SocialConstructivism.htm (Accessed: 10/5/19)

Armour. K (2012) Research Methods in Physical Education and Youth Sport. Available at: https://www.dawsonera.com/abstract/9780203807170 (Accessed: 10/5/19)

Campbell, A, Gorman, S. (2007) An ethical approach to practitioner research. London. Routledge.

Kenyon, G. S (1969) Sport involvement: A conceptual go and some consequences. Chicago: The Athletic Institute

Simply Psychology (2017) Maslow's Hierarchy of Needs. Available at: https://www.simplypsychology.org/maslow.html (Accessed: 10/5/19)

Heinegg, P. (1985) Philosopher in the playground: Notes on the meaning of sport. Fort Worth: Texas Christian University Press.

Cialdini, R. B (1976) Journal of Personality and Social Psychology.

Gerbner, G et al. (1979). The Demonstration of Power: Violence Profile. Journal of Communication, 29(10), 177-196.

Hanson, R. Mass Communication: Living in a Media World (Washington, DC: CQ Press, 2009), 80–81.

Appendices

Appendix 1 (Participant Information Sheet)

Appendix 2 (Consent Form)