Combining journalism education with promotion of physical activity and pro-sport interests in the academic community - experiences of the Faculty of Political Science and Journalism at Adam Mickiewicz University in Poznań , Poland Jędrzej Skrzypczak, Bartosz Hordecki Faculty of Political Science and Journalism Adam Mickiewicz University in Poznań STUDY VISIT to LINNAEUS UNIVERSITY, FOJO MEDIA INSTITUTE 6 – 10 OCTOBER 2019, KALMAR
The media role in promoting physical activity and pro-sport interests in the academic community The main goal of the scientific project was to examine the impact of media messages on: • the interests, • the preferences • and especially the inclination of students to take up a physical activity.
Sport in media - The ideal: - Media as a source of knowledge and promotion of various types of sport disciplines; - Balance between media coverage regarding commercialised as well as non-commercialised variants of engaging the public in sport; - Balance between proliferation of sport imaginings as competition and cooperation.
Sport in media - Legal framework Art. 21.1 of the Polish Act on radio and television broadcasting of 29 December, 1992 • Public radio and television will carry out their public mission by providing , on terms laid down in this Act, all of society, and individual groups thereof , with diversified programme services and other services in the area of information, journalism, culture, entertainment, education and sports . • These will be pluralistic, impartial, well-balanced, independent and innovative, marked by the high quality and integrity of broadcast.
General characteristics of sports representation in Polish media The situation is far from the ideal as presented above as well as from the guidelines stipulated in the Act on radio and television broadcasting
Sports coverage in Polish media – general features: - intense domination of coverage regarding commercialised types of sporting events; - non-commercialised types of sporting events presented not only infrequently but also schematically and unattractively
Consequently The style of being involved in academic sport has no adequate representation in Polish media and is not promoted by Polish publishers and broadcasters.
Sports coverage in Polish media – detailed features: - there is much space for professional but not amateur sporting events in Polish media coverage; - Polish media coverage regarding sport appeals strongly to national pride; - Polish media coverage often politicise sporting issues; - there are frequent suggestions that some sport disciplines are more attractive and essential than others; - team disciplines are visibly more prominent than individual ones;
Sports coverage in Polish media – detailed features: - Polish media coverage of sport is highly oriented on football; much, but seemingly less attention is also devoted to handball, volleyball, basketball, ski jumping, professional boxing or tennis; - there is intense stress on presenting sporting stars, their lifestyle and their relations in professional as well as in private sphere; - sportsmen and sportswomen are often presented as heroes and heroines;
Sports coverage in Polish media – detailed features: - sportsmen and sportswomen are often presented as brands; - we can observe a kind of familiarisation of the most famous sportsmen and sportswomen in Polish media coverage; - in many media relations journalists are eager to shorten the distance between themselves, audiences, and sport professionals; - sport relations are often used as an instrument of media auto-promotion as well as of developing narratives concerning sport journalism
Generally speaking - Polish media coverage regarding sport seems to be highly tabloidised; - coverage of sport disseminated by media publishers and broadcasters in Poland are hyperrealistic which may proliferate many harmful stereotypes on physical activity and healthy style of life; - the highly commercialised and industrialised vision of sport promoted by Polish media marginalises values typical to academic as well as amateur sport communities.
The media role in promoting physical activity and pro-sport interests in the academic community - The survey was conducted in 2017. - We asked 600 students (71% of women and 29% of men), mainly among first-year students, from 6 Polish universities.
The self-assessment of their physical condition. 1 means horrible 8% 2% 3% 2 37% 3 50% 4 5 means excellent
How many respondents do sports activities? 35% amateur sports professional sports they do not practice at all 59% 6%
How often a week respondents undertake physical activities? every day 2% Did not answer this question [PERCENTAGE] several times a week 37% every day several times a week once a week once a week did not answer this question 32%
What are the reasons why students undertake physical activity and sport? 2% 3% they do it for health they do it to feel attractive 41% 54% "because it is fashionable" it was actively encouraged by media
What kind of media is the most effective in encouraging students to play sport? 5% 3% 17% social media websites 42% television press radio 33%
Do sporting media broadcasts (including academic sport) make students more willing to undertake sporting activities? 20% 27% yes no % of respondents were undecided did not respond 25% 28%
What type of media content encourages respondents to engage in sporting activities? 23% 29% sports broadcasts/reports various guides lifestyle programmes other types of media coverage 14% % did not respond 19% 15%
What kind of sources of knowledge about the sport are the most popular? Series 1 78 41 40 11 11 7 5 INTERNET TELEVISION SOCIAL MEDIA PRESS THEY ARE NOT LOOKING FOR SUCH INFORMATION, AND T RADIO OTHER SOURCES INTERESTED IN THIS ISSUE Series 1
How many hours a day do you use the television? 4% 24% 36% don’t use less than 1 h 2-4 h More than 4h 36%
How many hours a day do you use the radio? 4% 17% don’t use 40% Less then 1 h 2-4h more then 4 h 39%
How many hours a day do you use the internet? 0% 12% 36% don’t use less than 1h 2-4h more than 4h 52%
How many hours a day do you use social media? 4% 21% don’t use 31% less than 1 h 2-4h more than 4h 44%
Short summary • The forms of media consumption by young persons keep changing dynamically from traditional messages towards new media. • Indeed, the use of social media, taking up more and more daily time, appears to compete with physical activity.
AZS GO! - The Faculty TV News https://www.youtube.com/watch?v=o3EYXdQabs4
Award of Excellence in the Faculty TV News Category on the 5th World Journalism Education Congress Paris July 2019
Award of Excellence in the Faculty TV News Category on the 5th World Journalism Education Congress Paris July 2019
Award of Excellence in the Faculty TV News Category on the 5th World Journalism Education Congress Paris July 2019
Award of Excellence in the Faculty TV News Category on the 5th World Journalism Education Congress Paris July 2019
Award of Excellence in the Faculty TV News Category on the 5th World Journalism Education Congress Paris July 2019
Thinking big – Michelle Obama • 1 December 2018/ The Late Show with Stephen Colbert - the former first Lady of the U.S. promotes her book Becoming • Stephen Colbert: How do you keep from being cynical about politics? • Michelle Obama: We've got to travel around this country, and meet people on the ground, you know. We have the advantage the most people don't. We learned about our country not upon the television, the news, talk shows but we learned about it from meeting people. And what we learned is that in this country there are decent people of all persuasions.
These thoughts point in the right direction but… are also far from being enough and… will stay insufficient as long as the whole paradigm of education will not change profoundly
Towards non-enlightenment model of education? - rather dialogue than lecture, - rather aesthetics than ethics, - at least trilingual model of education, - rather inventing new and reinventing old social roles than describing and defending existing ones
See you in Poznań 18-22.11.2019
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