Live broadband streaming of the 2008 Beijing Olympics accounted for 2,200 of the estimated 3,600 total hours shown by the American NBC-Universal networks. At the 2012 London Olympics, unprecedented multi-platforming embraced online, mobile devices, game consoles and broadcast television, with the BBC providing 2,500 hours of live coverage, including every competitive event, much in high definition and some in 3D. The BBC also had 12 million requests for video on mobile phones and 9.2 million browsers on its mobile Olympics website and app. This pattern will only intensify at future sport mega events like the 2014 FIFA World Cup and 2016 Summer Olympics, both of which will take place in Brazil. Increasingly, when people talk of the screen that delivers footage of their favorite professional sport, they are describing desktop, laptop, and tablet computer screens as well as television and mobile handsets.

Digital Media Sport analyzes the intersecting issues of technological change, market power, and cultural practices that shape the contemporary global sports media landscape. The complexity of these related issues demands an interdisciplinary approach that is adopted here in a series of thematically-organized essays by international scholars working in media studies, Internet studies, sociology, cultural studies, and sport studies.


chapter 1|16 pages


Sport in the Network Society and Why It Matters
ByDavid Rowe, Brett Hutchins

part Part I|78 pages

Evolving Technologies, Platforms and Markets

chapter 2|18 pages

Sport and the Rise of Mobile Media

ByGerard Goggin

chapter 3|15 pages

Desktop Day Games

Workspace Media, Multitasking and the Digital Baseball Fan
ByEthan Tussey

chapter 4|14 pages


The Legacies and Power of Television
ByBen Goldsmith

part Part II|72 pages

Users, Audiences and Identities

chapter 7|14 pages

Online Belongings

Female Fan Experiences in Online Soccer Forums
ByDeirdre Hynes, Ann-Marie Cook

chapter 8|13 pages

Eye Candy and Sex Objects

Gender, Race and Sport on YouTube
ByDavid J. Leonard

chapter 9|15 pages

Facebook, Twitter and Sports Fans

Identity Protection and Social Network Sites in US Sports
ByJimmy Sanderson

chapter 10|14 pages

Fan Movements in the Network Society

Project, Resistance and Legitimizing Identities among Manchester United Supporters
ByPeter Millward

chapter 11|14 pages

"Born on Swan Street, Next to the Yarra"

Online Opinion Leaders and Inventing Commitment
ByAndy Ruddock

part Part III|82 pages

Content Ecologies, Social Software and Games

chapter 12|17 pages

New Media Technologies in Lifestyle Sport

ByPaul Gilchrist, Belinda Wheaton

chapter 13|18 pages

Blogging the Beijing Olympics

The Neoliberal Logic of Chinese Web 2.0
ByYu Haiqing

chapter 14|15 pages

Sports Journalism and Social Media

A New Conversation?
ByRaymond Boyle, Richard Haynes

chapter 15|16 pages

Carnival Mirrors

Sport and Digital Games
BySteven Conway, Mark Finn

chapter 16|14 pages

Privileged Men and Masculinities

Gender and Fantasy Sports Leagues
ByLuke Howie, Perri Campbell