ABSTRACT
The Internet, other new distribution technologies, and the advent of various mobile devices and social media have led to a proliferation in mediated sports communication. It is, therefore, a good time to ask some more foundational questions regarding the nature of this communication. Is there a specific reason why people who are engaged with sports seize the new opportunities provided by these developments and at the same time continue to use the traditional media? And how do we, if at all possible, conceive of the communicative role of media and media professionals when media pervade every aspect of everyday life – including people’s engagement with sport – and the media users, sports organizations, and individual athletes become “producers”? These are just a few of the very big questions that arise with the emergent mediascape, where audiences to a growing degree are multitasking when using media, and established media outlets, sports organizations, and new entrants on the market for sports communication are trying to gain, keep, or regain foothold.
