Contributors
Faculty Mentor: Yahya Kamalipour, Sponsored by the North Carolina A&T State University Office of Undergraduate Research
Preview
Creation Date
Spring 2025
Description
Poster presented at the Spring 2025 Undergraduate Research Symposium, North Carolina Agricultural and Technical State University in Greensboro, NC
This work explores the critical impact of journalism and mass communication on the development and branding of sports and athletics. By raising the visibility of teams, players, viewers, sponsors, and university athletics programs, media coverage enhances public perception and fosters audience engagement. Sports communication—a specialized area of journalism—plays a significant role in how media content related to sports is created, shared, and consumed, shaping the overall value of sports in society.
The research highlights how journalism and mass communication contribute to the heightened profiles of athletic programs and build trust through reliable coverage of sports events and branding efforts. Across high school, college, and professional leagues, media platforms provide comprehensive coverage, structuring and chronicling information that supports athletic branding and audience loyalty.
Findings from Deveci et al. (2023) emphasize the importance of media coverage in expanding the reach of sports to wider audiences and enabling strong branding efforts. This work underscores the vital role of journalism in shaping the intersection of athletics, media, and public perception.
Format
PNG
Keywords
Journalism, Mass communication, Sports branding, Athletic branding, Sports communication, Media coverage, Public perception, Audience engagement, Athletic programs, Sports media, Branding efforts