AMP Tomorrow Fund Grant

On 16 May 2017, I submitted a grant application to the AMP Tomorrow Fund’s grant round for 2018 projects. This was really fun to put together and was also quite the challenge as question answers were limited to 2000 characters, so around 300-400 words. Brevity was definitely my friend for this application, which was a nice change from normal academic work where verbosity is the norm. Fingers crossed, I’m successful with this grant application!

I redacted my application number, hence the black blob.

IMG_20170516_160217

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LESSONS OF PERSONAL ATHLETE BRANDING VIA SOCIAL MEDIA

Since 2015, I’ve been involved with some work in athlete branding, media management, and crisis communication with my colleague Thilo Kunkel of Temple University. The first of our publications was published in late 2016 about the work we have done with Michael Lahoud, who is a professional currently playing for Miami FC in the North American Soccer League (NASL). He was born in Sierra Leone, where he escaped civil war when he was six years old. As a refugee, soccer helped him to integrate in the United States of America, where he was drafted as the ninth overall pick in the 2009 Major League Soccer (MLS) Superdraft. He is a community advocate who uses his sport to support charitable efforts, such as The Wall Las Memorias project, the NoH8 campaign, and Schools for Salone. He was the Major League Soccer Humanitarian of the Year in 2010, and together with Kei Kamara, he is the recipient of the 2015 FIFPro World Players’ Union Merit Award (a prize worth $25,000), which recognized their involvement in the Schools for Salone project that builds schools in their home country of Sierra Leone. His brand is Soccer can make a difference. This interview consists of two parts, with the first part being conducted in December 2015 when he was a player of the MLS team Philadelphia Union, and the second part being conducted in July 2016 after two transfers within 4 months. The interviews provide an overview of his approach to athlete branding via social media, and its impact on his career.

You can read and download the full article here: publisher, academia.edu, or researchgate.

Academic Publications (as of 21/8/17)

Academic Publications:

Book Chapters:

2: Scott, O. K., M., Naylor, M. & Bruffy, K. (2017). Social Media, Fan Engagement and Global Sport. In N. Scheulenkorf & S. Frawley (Eds.). Critical Issues in Global Sport Management (pp. 141-151). London, UK: Routledge. Purchase

1: Scott, O. K., M., Naylor, M. & Bruffy, K. (2016). The importance of social media in sport organizations. In T. Byers (Ed.), Contemporary Issues in Sport Management: A Critical Introduction (pp. 363-379). London, UK: Sage Publications. Purchase

Journal Articles:

16: Sharpe, S., Kunkel, T., Scott, O., K., M. & Beaton, A. (in press). Managing digital content for a professional sport team: An Interview with Bill Yole, Social Media Coordinator and Webmaster of the ACT Brumbies Super Rugby franchise. International Journal of Sport Communication, 10(3), 318-324. Download – publisher, academia.edu, or researchgate

15: Billings, A., C., Scott, O., K., M., Brown, K.A., Devlin, M.D., & Lewis, M. (in press). The patriotism down under: Nationalized qualities and Australian media consumption of the 2016 Rio Olympic Games. International Review for the Sociology of Sport. Accepted 8 June 2017. Download – publisher, academia.edu, or researchgate

14: Xu, Q., Billings, A., C., Scott, O., K., M., Lewis, M. & Sharpe, S. (in press). Gender Differences through the Lens of Rio: Australian Olympic Coverage of the 2016 Rio Summer Olympic Games. International Review for the Sociology of Sport. Accepted 26 April 2017. DOI: 10.1177/1012690217710690. Download – publisher, academia.edu, or researchgate

13: Li, B., Dittmore, S. & Scott, O., K., M. (in press). Points of attachment on social media: Exploring differences between Chinese and Western sport fans. Asia Pacific Journal of Sport and Social Science. Accepted 7 March 2017. DOI: 10.1080/21640599.2017.1304503. Download –  publisher, academia.edu, or researchgate

12: Scott, O., K., M., Billings, A., C., Harris, J. & Vincent, J. (in press). Using self-categorization theory to uncover the framing of the 2015 Rugby World Cup: A cross-cultural comparison of three nations’ newspapers. International Review for the Sociology of Sport. Accepted 7 February 2017. DOI: 10.1177/1012690217697476. Download – publisher, academia.edu, or researchgate.

11: Scott, O., K., M., Beaton, A., Kunkel, T. & Sharpe, S. (2017). Media strategies to engage stakeholders and navigate crises: An Interview with Paul Glover, Media Manager of the ACT Brumbies Super Rugby Franchise. International Journal of Sport Communication, 10(2), 224-232. Download – publisher, academia.edu, or researchgate

10: Li, B., Stokowski, S., Dittmore, S. W., & Scott, O., K., M. (2017). For better or for worse: The impact of social media on Chinese sports journalists. Communication and Sport, 5(3), 311-330. DOI: 10.1177/2167479515617279. Download – publisher, academia.edu, or researchgate.

9: Pegoraro, A., Scott, O., K., M., & Burch, L. (2017). Strategic use of Facebook to Build Brand Awareness: A Case Study of Two National Sport Organizations. International Journal of Public Administration in the Digital Age, 4(1), 69-87. Download – publisher, academia.edu, or researchgate

8: Kunkel, T., Scott, O., K., M. & Beaton, A. (2016). Interview with Michael Lahoud, professional soccer player: Lessons of personal athlete branding via social media. International Journal of Sport Communication, 9(4), 415-423. Download – publisher, academia.edu, or researchgate.

7: Scott, O., K., M. & Kunkel, T. (2016). Using self-categorization theory to uncover the framing of the 2008 Beijing Olympic Games: A Cross-Cultural Comparison of two national newspapers. Journal of Sports Media, 11(1), 123-144. Download – publisher, academia.edu, or researchgate.

6: Li, B., Stokowski, S., Dittmore, S. W., & Scott, O., K., M. (2016). How Mediated Sporting Events Constituted Nationalism? An Analysis of Chinese Newspapers Covering the 2014 Incheon Asian Games. International Journal of Sport Communication, 9(1), 79-96. Download – publisher, academia.edu, or researchgate.

5: Willson, G., Sanders, D. & Scott, O., K., M. (2015). In the news: An investigation into Australian print media reports on Bali. Journal of Tourism Challenges and Trends, 8(2), 105-122. Download – publisher, academia.edu, or researchgate.

4: Scott, O., K., M. & Stanway, A. (2015). Tweeting the lecture: How social media can increase student engagement in higher education. Sport Management Education Journal, 9(2), 91-101. Download – publisher, academia.edu, or researchgate.

3: Scott, O. K. M., Hill, B., & Zakus, D. (2014). Framing the 2007 National Basketball Association finals: An analysis of commentator discourse. International Review for the Sociology of Sport, 49(6), 728-744. Download – publisher, academia.edu, or researchgate.

2: Scott, O., K., M., Bradshaw, R. & Larkin, P. (2013). Exploring ways in which social networkers contribute to online groups: A case study of one Facebook group’s discussion of Australian broadcaster Channel 9 during the 2010 Winter Olympic Games. First Monday, 18(4), http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/4316/3426. Download – publisher, academia.edu, or researchgate.

1: Scott, O. K. M., Hill, B., & Zakus, D. (2012). When the home team is not featured: Comparison of commentary between two television network broadcasts of the 2006 FIFA World Cup. Sport Management Review, 15(1), 23-32. Download – publisher, academia.edu, or researchgate.

Full Conference Papers

7:  Xu, Q., Scott, O., K., M., Billings, A., C., Lewis, M. & Sharpe, S. (accepted). Gender Differences Through the Lens of Rio: Australian Olympic Coverage of the 2016 Rio Summer Olympic Games. Sports Communication Interest Group Division/Interest Group – Association for Education in Journalism and Mass Communication Conference, August, Chicago, USA.

6: Li, B. Scott, O., K., M., & Ditmore, S. (accepted). Twitter and Olympics: Exploring Factors which Impact Fans Following American Olympic Governing Bodies. Sports Communication Interest Group Division/Interest Group – Association for Education in Journalism and Mass Communication Conference, August, Chicago, USA.

5: Billings, A.C., Scott, O., K., M., Brown, K.A., Devlin, M.D., & Lewis, M. (2017 – accepted). The patriotism down under: Nationalized qualities and Australian media consumption of the 2016 Rio Olympic Games. International Communication Association, May, San Diego, USA.

4: Watkins, J. Pegoraro, A., Scott, O., K., M. (2015). “My feckin heart!!”: differences in cross-platform sports fan conversation. Refereed proceedings of the Australian and New Zealand Communication Association conference: Rethinking communication, space and identity, ISSN 1448-4331, available at: http://www.anzca.net/conferences/past-conferences/, 8-10 July, Queenstown, New Zealand.

3: Scott, O., K., M., & Kunkel, T. (2010). Selling the five rings: An analysis of the pictorial representations of the 2008 Summer Olympic Games national print coverage from Canada and Australia. Full paper presented at The European Academy of Management conference. 21 May, Rome, Italy.

2: Scott, O., K., M., Zakus, D. & Hill, B. (2009). Thematic Framing of the 2007 National Basketball Association Finals: An analysis of announcer discourse during a series of discrete yet linked events. Full paper presented at the Sport Marketing Association conference. 29 October, Cleveland, USA. Best paper finalist.

1: Scott, O., K., M., Zakus, D. & Hill, B. (2008). The promotion of marquee personalities to increase viewership in a world sporting event. Full paper presented at the Sport Marketing Association conference. 16 July, Gold Coast, Australia.

Using self-categorization theory to uncover the framing of the 2015 Rugby World Cup: A cross-cultural comparison of three nations’ newspapers

In the context of international sporting contests, which typically attract great interest globally, the coverage of these events by newspapers help to define, influence, and sometimes reflect mainstream beliefs. Although media consumers have no influence over how stories are framed, editors and journalists can construct their narratives and stories to attract, maintain, and foster continued media consumption (Scott, Zakus, & Hill, 2014; Vincent & Crossman, 2012). Informed by framing theory, this study strove to investigate how two nations’ coverage of the Rugby World Cup (RWC) was characterised. Framing occurs as the media actively select certain aspects of an issue to report, affecting the understanding of the message people receive (Entman, 2007).

We conducted a content analysis of the newspaper coverage of the 2015 RWC in New Zealand, South Africa, and Australia and have recently had it published in the International Review for the Sociology of Sport. This study is currently in press at this journal and is available from the publisher, academia.edu, and researchgate.