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A non-media centric approach to mediatization: digital orientations in the lives of football fans
journal contributionposted on 02.02.2021, 13:55 by Michael Skey, Solomon Waliaula
In this paper, 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 (2004) influential work on the four dimensions of mediatization with novel insights from the phenomenology of media (Moores, 2014, 2016, Markham & Rogers, 2017). 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 which people traverse. Using football (or soccer) fans in East Africa as a case study, we show how football-related activities are increasingly orientated towards 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 theorising both the sport-media nexus and also the power of media in the contemporary era.
- Social Sciences and Humanities
- Communication and Media