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A non-media-centric approach to mediatization: digital orientations in the lives of football fans

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journal contribution
posted on 16.04.2021, 14:31 by Michael Skey, Solomon Waliaula
In this article, we argue for the importance of a non-media-centric approach to mediatization. To do this, we develop a theoretical framework that combines Schulz’s influential work on the four dimensions of mediatization with novel insights from the phenomenology of media. The latter foregrounds the significance of practical, embodied forms of mediated knowledge and habit as well as the extent to which media environments become part of the familiar landscapes that people traverse. Using football (or soccer) fans in East Africa as a case study, we show how football-related activities are increasingly orientated toward the schedules and performances of leagues, clubs, and players in Europe and, as a result, become inextricably bound up with, and informed by, media. This approach offers an important means for theorizing both the sport–media nexus and the power of media in the contemporary era.

History

School

  • Social Sciences and Humanities

Department

  • Communication and Media

Published in

International Journal of Communication

Volume

15

Pages

2069 - 2085

Publisher

USC Annenberg Press, University of Southern California

Version

VoR (Version of Record)

Rights holder

© The Authors

Publisher statement

This is an Open Access Article. It is published by USC Annenberg Press, University of Southern California under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence (CC BY-NC-ND 4.0). Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Acceptance date

14/01/2021

Publication date

2021-04-01

Copyright date

2021

ISSN

1932-8036

eISSN

1932-8036

Language

en

Depositor

Dr Michael Skey. Deposit date: 1 February 2021

Exports

Loughborough Publications

Categories

Exports