umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Den kontinuerliga utmaningen: - En fallstudie av idrottsföreningars marknadskommunikation
Umeå University, Faculty of Arts, Department of culture and media studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The continual challenge : - A case study of sports clubs marketing (English)
Abstract [en]

The continual challenge– A case study of sports clubs marketing

In recent decades the mass media have come to play an increasingly important role in society and culture. The purpose of this qualitative study is to research how four nonprofit sports clubs in Umeå handle social changes such as commercialization and mediatization. To answer the study’s purpose three questions were examined. The first one discusses how sports clubs handle the transformed market. The second one discusses nonprofit organizations' difficulties in marketing. The final question discusses how sports clubs worked with their marketing communications. The sports clubs which were studied were the following: CFA Cheerleading, Umeå AFC Huskies, Tegs SK football club and Tegs SK hockey club. To examine how these clubs handle social changes several theories, such as Jürgen Habermas public sphere theory and Pierre Bourdieus theory about social fields, have been applied to the material. The study was conducted through interviews with communicational representatives and active members within each of the four sports clubs. On the one hand the results of the study indicated that the sports clubs have a positive view of mediatization and technological advancements. On the other hand several of the sports clubs' representatives find that the commercialization forces them to adjust in order to compete in a competitive market.

Place, publisher, year, edition, pages
2014. , 39 p.
Keyword [en]
Nonprofit organization, sports clubs, marketing, commercialization, mediati zation.
Keyword [sv]
Ideellt, idella föreningar, idrottsföreningar, marknadskommunikation, kommersialisering, medialisering
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-87920OAI: oai:DiVA.org:umu-87920DiVA: diva2:712318
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2014-04-16 Created: 2014-04-14 Last updated: 2014-05-19Bibliographically approved

Open Access in DiVA

fulltext(475 kB)129 downloads
File information
File name FULLTEXT01.pdfFile size 475 kBChecksum SHA-512
c3cedb9dadc3975e1fb14b1cb3e4e8721c7d1960a8436dc388c3dde405843b3f37afae7709e11d3a9f4dd79187fdaa44a3359cb6437d3e34e6e5f378a79df893
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Ingvarsson, Dennis
By organisation
Department of culture and media studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 129 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 160 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf