Sport Communication: An International Approach (Paperback) book cover

Sport Communication

An International Approach

By Chuka Onwumechili

© 2018 – Routledge

356 pages | 31 B/W Illus.

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Paperback: 9781138281875
pub: 2017-09-05
Hardback: 9781138281868
pub: 2017-09-05
eBook (VitalSource) : 9781315270920
pub: 2017-08-16
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Sport is a global business. Now more than ever, sport communication professionals need to understand sport’s global reach in order to develop their full potential. This is the first textbook to introduce the fundamental principles and practice of sport communication from an international perspective. Combining business strategies with insights into social issues such as gender, disability and national identity, this is an accessible, practical and engaging guide to the essentials of sport communication.

Aimed to enhance learning at both undergraduate and postgraduate levels, each chapter contains special features tailored to meet the needs of students and instructors. These include learning objectives, chapter summaries, activities, reflections, discussion questions, recommended resource lists and original cross-cultural case studies that demonstrate sport communication theories put into practice. Its twenty chapters explore communication in sport across all levels, from interpersonal communication and team building to strategic communications, and in all forms of media, from print and broadcast to social media.

Sport Communication: An International Approach is an essential text for any course on sport communication, sport business or sport management.

Table of Contents


1. Studying Communication and Sport

Part I: Communicating Sport

2. Interpersonal Communication and Sport

3. Communicating Leadership in Sport Teams and Organizations

4. Strategic Communication in Sport

5. Traditional Media

6. New Media

Part II: Audience and Diversity

7. The Fan

8. Disability and Sport

9. Gender, Race, and Ethnicity

10. Nationalism, Culture, and Identity

Part III: Markets and Sport as Commodity

11. Sport Promotion and Economics

12. The Sporting Mega Event

13. Image and Crisis Communication

Part IV: Special Issues in Sport Communication

14. Sport Heroes and Celebrities

15. Health, Sport, and Communication

16. Sport Fiction: Fantasy and Video Games

17. Legal and Ethical Issues in Sport Communication

Part V: Measurement and Research in Sport

18. Sport Analytics

19. Theorizing in Communication and Sport

20. Scholarly Research


About the Author

Chuka Onwumechili is Professor of Strategic, Legal and Management Communication at Howard University in Washington D.C., USA. Alongside his role as Department Chair, he is Editor-In-Chief of The Howard Journal of Communications, a position he assumed in September 2014. He has authored, co-authored, and co-edited ten books, including most recently Identity and Nation in African Football: Fans, Community and Clubs. He has also published in several peer-reviewed academic journals. His research interests currently focus on football and communication, particularly as it intersects with the African continent.

Subject Categories

BISAC Subject Codes/Headings:
SOCIAL SCIENCE / Media Studies
SPORTS & RECREATION / Sociology of Sports
SPORTS & RECREATION / Business Aspects