October 10, 2012

We Play to Win the Game!

Filed under: Digital Media — Giorgio Varlaro @ 2:32 am

Supplied via Google Images

Technological advancements in professional sports, like the addition of instant replay, number of cameras in the stands or the inclusion of sound have been gaining the attention of sport enthusiasts since Howard Cosell remitted his first words of color commentary next too Don Meredith on the first telecast of Monday Night Football. No longer were fans of athletics positioned to be at the event for entertainment.

Since that time, technological advancements have delivered fans a deeper understanding of spectator sports thus unprecedented information unknown to users in a previous life. This added information, which is now instantaneous, has shaped professional sports into what we know it as today…big business!

A technological advancement which has more importance than some might suspect is fantasy sports. When it relates to the consumption of athletics, fantasy sports have been behind-the-scenes like its early users who used to scour daily newspaper box scores tallying statistics.

Sports fans are forming unique relationships where alliances are formed thus influencing future consumption habits. Fantasy sports have a direct correlation to this. An instrument used to measure the motives of sport consumers is the Motivation Scale for Sport Consumption (MSSC). It assesses nine motives: achievement, acquisition of knowledge, aesthetics, drama/eustress, escape, family, physical attractiveness of participants, the quality of the physical skill of the participants and social interaction. Fantasy sports do not cover all the assessments however enough are present to create sound research.

Due to this, a stronger emotional bond is forming with technological advancement standing front and center. Some might suggest this technology even though it does not include women’s athletics, has increased female consumption habits as well, creating an interesting epidemic. That discussion is for another time and another place.

Furthermore, the success of fantasy sports has streamlined the inclusion of new media in athletics. Following fantasy sports has been Twitter, Facebook, You Tube, message boards, etc. Collectively each inform, create achievement, cause escape, increase social interaction, are aesthetic in their own right, obtain a sense of family/entitlement and formulate eustress. What this does is create a deeper connection to athletics and ultimately psychological branding.

With this information now revealed, see how new interactive technologies come into play during your everyday life when it relates to spectator sports. Decipher if it has encompassed your life enough to become a lifestyle rather than a form of escape. Once something becomes a lifestyle, it’s hard to let go. Has athletics consumed you without you knowing it? Don’t worry, it’s consumed us all!


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