ABSTRACT
The last three decades have brought forth massive paradigmatic changes in the methods that professional sport communicators use to communicate in the performance of their job responsibilities, and that has set in motion a change in the culture of communication inside the offices of these individuals. Those engaged in sport communication prior to the mid 1980s used devices that are now housed in museums, like the typewriter, mimeograph machine, or telecopier. The dissemination of information was conducted mainly through hard-wired telephones and traditional postal services. Modern sport communication has evolved rapidly into a succession of electronic technology that has permanently changed the communicative culture into one of the omnipresent email, text, blog, PDF file, tweet, or any other device readily available. However, a scholarly argument could be made that this electronologically fueled development is not necessarily in the best interest of the sport communication industry. This chapter takes a theoretical look at the development of the culture of communication within the sport industry, the methodology for acquiring data, and analysis of the patterns that emerge from a unique sport communication model. But most importantly, a robust description is presented as to why the discovery of the communicative culture inside a sport program has demonstrative value to athletic administrators.
