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Globalization and Digitisation in Sport Promotion and Development in Ghana: Sport Journalists’ Perspectives

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African Media Space and Globalization

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Abstract

This chapter investigates sport journalists’ perspectives of stakeholders’ usage of digitisation in sport promotion and development via the media space. In addressing this, knowledge of sport journalists on digitisation is analysed through their movements across nations, borders and continents that can shape or reshape the sport industry in Ghana. The literature on globalisation and digitisation complements interviews with nine prominent Ghanaian Sport media industry representatives in order to shed light on their experiences and practices regarding digital transformation in sport. Findings show that stakeholders including the sport ministry, national sport authority, federations or associations and sporting clubs must adapt and embrace digitalisation to promote their sport brands and use them as marketing communication strategies. Sport journalists reiterate certain challenges they encounter with stakeholders after criticising them for avoiding digitisation to reach their sport fans and society. The study recommends better policies to enforce sport organisations to incorporate digitisation into their communication structure.

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Notes

  1. 1.

    Interview with sport journalist 1 (male), 13 July 2022.

  2. 2.

    Interview with sport journalist 2 (female), 22 July 2022.

  3. 3.

    Interview with sport journalist 3 (male), 9 July 2022.

  4. 4.

    Interview with sport journalist 4 (male), 11 July 2022.

  5. 5.

    Interview with sport journalist 5 (female), 13 August 2022.

  6. 6.

    Interview with sport journalist 6 (male), 10 July 2022.

  7. 7.

    Interview with sport journalist 7 (male), 9 July 2022.

  8. 8.

    Interview with sport journalist 8 (female), 12 July 2022.

  9. 9.

    Interview with sport journalist 9 (female), 14 August 2022.

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Authors and Affiliations

  1. Department of Health, Physical Education, Recreation & Sport, University of Education, Winneba, Ghana

    Ernest Yeboah Acheampong & Ralph Frimpong

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  1. Ernest Yeboah Acheampong
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  2. Ralph Frimpong
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Correspondence to Ernest Yeboah Acheampong .

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  1. Department of Mass Communication, University of Lagos, Lagos, Nigeria

    Unwana Samuel Akpan

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Acheampong, E.Y., Frimpong, R. (2023). Globalization and Digitisation in Sport Promotion and Development in Ghana: Sport Journalists’ Perspectives. In: Akpan, U.S. (eds) African Media Space and Globalization. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-35060-3_18

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