New Media & International Communication - Essay Example

? Introduction The influences of various forms of media carry significance with those interested in various products or information. The media is able to influence various industries and concepts, specifically based on the communication which is used from the media. One area of influence which is created from the media is in relation to sports apparel. The communication which is used through the media toward sports apparel is able to create specific social and cultural trends as well as demands within the industry. This is based on the communication which is used from the media as well as psychological influences which are created from various sports apparel brands. The importance is not only associated with basic communication, but also leads to specific trends and demands based on new technologies as a form of communication. Identifying the concepts which are associated with this then creates a different relationship with the brands and the understanding of how this relates to the media. Types of Media Influences with Sports Apparel The media influences with sports apparel are created through various forms of communication that are based on commercialization. The types of media are inclusive of more traditional forms of media, such as print ads, newspapers, magazines and TV advertisements. These forms of commercialization are known to carry a specific number of advertisements or highlights that are based on sports apparel. There are also newer forms of advertisements through the dispersal of information on the Internet, specifically which creates a different relationship with potential customers interested in sports apparel. These various forms of communication become the most essential components of media influences as well as the relationships which are created with sports apparel. The main association with each of these is to transform the ideas of sports apparel into one which becomes attractive to those who are interested in sports of various forms (Stone, Horne, 2008: p. 94). The types of media not only range by commercialization or exposure through various mediums. There are also different forms of exposure that come with information that is given as well as types of coverage. This is specific to sports through the way in which media looks at the sports. For example, many of the sports coverage that is available come through television and sponsoring organizations. These include live coverage of specific games that may be more important to a group of individuals. The exposure continues with endorsements and sponsorship of top athletes for commercialization, specifically based on the performance of the games played in the past. These two interlink to news related stories that highlight the sports games and the top players. The news stories, coverage and responses then continue with social media and Internet exposure that highlights and creates responses with what is happening. Each of these build a different type of exposure through the media and interlink where the commercial aspects relate directly to exposure of the games and the fan base that identifies with this (Uhler, Lanter, 2008: p. 52). Communication of Sports Apparel The use of media and communication for sports apparel is unique because of the characteristics it holds and the type of consumers interested in the apparel. The main association is based on forms of advertising that are associated with adventure and living in the extreme. Through a recent study (Puchan, 2005, 171), it was found that sports activities have vastly increased in the last 20 years. This increase in sports is one which is directly related to the media sport and the world of sports that are associated with ideas of sports. Remaining healthy, living for adventure and having extreme associations then creates a different sense of communication. Sports apparel then links to communication that targets individuals interested in specific activities. The forms of media which are used will target these individuals and will communicate this specific message while showing that the sports apparel is essential for this lifestyle (Puchan, 2005: 171). The new media is one which relates directly to sports apparel and the increased influences that have occurred with responses from individuals. The Internet is known to directly impact the way in which businesses perform across all industries and also includes an increased significance with the mass media and sports industries. The interactive and personalized approaches with new media are one of the forms that have influenced this. It is also noted that sports can easily be mediated through the use of new media, more than could be done through traditional forms. The exposure to the sports, new coverage that is available and the immediacy that the sports hold are all able to influence these specific concepts. This is furthered with the sports organizations and activities that become symbolic for a certain lifestyle. The apparel that is sponsored through the continuous exposure and media then begins to directly affect sports in a positive light while creating a connection to sports as a cultural activity highlighted through the media (Raney, Bryant, 2005: p. 410). Social Effects from the Media The association with sports and the new media delves into the social effects which are now occurring and leading to a boost in activities with the media. The cause that is noted is based on the growth of exposure to sports and apparel through the new media. The effect results in an increase in interest that begins to occur socially. The cause and effect scenario leads to a social concentration that individuals and groups begin to look into. The exposure that continues to grow among individuals then leads to group associations with a specific product. The groups then begin to use the products as identification within groups based on the commercial exposure that is associated with this (Williams, 1974: p. 3). For sports apparel, the exposure of activities, organizations and highlights from social groups builds a wave of interest as a part of the social exposure. The more in which the media exposes groups to the activities and apparel, the stronger the response becomes to buy the apparel as a form of identity and expression. The social effects which are created with sports and media are furthered by the association with groups that are exposed with new media. A phenomenon which is created with this is based on the fan groups and attitudes of modern sports. Fans are seen through online portals and with coverage of sports events influence others to be a part of the same trend. It has been found (Manzenreiter, 2007), that the sports opportunities exposed through the media are dependent on each other. If there is a specific game or organization that is exposed through coverage or the news, then it creates a reaction with the social interactions. If this exposure consists of specific apparel, sportswear or other forms of actions, then the interdependence continues with groups continuing to build a social stigma around the event. The sports events affect almost every arena in society, including business, government and the organizations sponsoring the event. The media exposure and responses to this through fan bases, social stigmas and responding organizations all hold the main influence that interconnects these reactions (Manzenreiter, 2007: p. 2). The understanding of the interconnected nature of sports shows that the media has a positive influence on sports apparel, specifically with the way in which it changes the influences with specific social groups. There are several examples of the interlinked nature of sports and how it affects the social groups which are exposed to the organizations and forms of sports. Two of the leading figures which show this are Magic Johnson and Mark McGwire. These are two of the leading figures in sports because of the performance which they hold. Initially, the exposure of these two figures led to endorsements from sports apparel, specifically to highlight that the performance of both was based on the apparel which was used. The media coverage of this consisted of coverage of games that were able to show the apparel which was used. This was followed by the advertisements, commercialization and connections in new media to create an understanding of the performance being based on the apparel. This led to increases in the sports apparel sales and popularity among individuals. The change with this was when there was an announcement by Magic Johnson that he had AIDs. A similar exposure of Mark McGwire was made with the exposure that he used steroids. In both instances, the athletes lost the endorsements of sports apparel because it changed the sales and had effects on the social groups. The sports apparel which was before supported because of the stardom of these two athletes had a different association that led to negative effects on sales (Basil, Brown, 2003: p. 159). The social stigma that is seen through this example is one which is noted as common among those who associate with the sports. The sports apparel begins with advertisements through both commercialization and exposure to the organizations and games through the use of new media. However, this continues with the social stigma which surrounds this. Similar to the two athletes of Magic Johnson and Mark McGwire, are associations with other groups or individuals that positively or negatively affect the sports apparel. The basis of this comes from the exposure that highlights the activities of fans. If an individual that is playing the sports wears apparel, then the fans will do this to show a sign of support. The social relationship furthers with activities by fans, such as celebratory behaviors, to involvement with the sport. The apparel becomes a way of showing an identity that relates to the sports as a social relationship. The exposure with new media leads to highlighted trends by creating this identity and building relationships that are surrounding the ideologies that are a part of the apparel (Uhler, Lanter, 2003: p. 103). Cultural Impact of New Technologies and Sports Apparel The social identity that is created through endorsements and exposure of apparel is furthered by cultural associations with sports apparel. New technologies and exposure through the media is able to highlight this and create specific trends with those who are interested in sports. An example of this is with the social groups which are formed and relate to different types of sports. Action sports, for example, are noted to relate directly to Generation Y. The younger generation is continuously exposed to the Internet and is often influenced by power sports that carry adventure and speed. Gen – Y sports have been created for more aggressive lifestyles and behaviors that are able to influence and persuade various groups in society. From the exposure, the Gen – Y creates a cultural relationship based on the sports. Apparel and activities combine for the main identity of the group and form a culture through the belief that the identity is based on a combination of activities and corresponding materials (Bennett, Lachowetz, 2004: p. 239). The social groups and cultures which are formed from the exposure are now related to cultural complexes that are defined by specific groups. According to a recent study (Scherer, Falcous, Jackson, 2008), there is a direct relationship to marketing and the cultures which are defined. In this particular study, the Rugby Team of New Zealand was interviewed, specifically in relation to the marketing which was offered and the commercial objectives which were supposed to be achieved. This sport was chosen because it is a global sport; however, the exposure and cultural trends do not carry as strong of an impact as other forms of sports. It was found that the marketing and sponsorship directly linked to the popularity of the sport. This was not only based on the cultural affiliations of the sport. The identity that was a part of the marketing and sponsorship created a positive or negative response with the relationship created with the culture. It was concluded that there are interrelated commercial objectives that pertain to culture, specifically which is defined by pressures of sponsorship and commercialization. Production and consumption of different concepts relating to the sport becomes directly interrelated to the media, exposure and popularity of the sport within a cultural context (Scherer, Falcous, Jackson, 2008: p. 48). Not only are there basic cultural developments and connections with sports and the apparel. The cultural groups also are defined by target groups that begin to look at sports apparel and the exposure of sports activities. In another study (Ohl, Taks, 2010), it was found that there were several cultural dimensions which related to sports and interactions within various groups. The sports culture is one which is divided by how one identifies with this. The culture is inclusive of media exposure, fan base activities and the identity through apparel and other concepts of social practices. Social representations for cultures then become based on differences with gender, age, self – belief and experiences of an individual. The sports apparel and association with media exposure then becomes symbolic of what one represents about their own values. For instance, if there is a group of females that watch football, then there will most likely be a belief that they are aggressive or ‘tough.’ This may be followed by showing these characteristics by wearing jerseys or of being associated with team apparel. The identity then links to the gender, identity characteristics and cultural attributes that come through the exposure from the media (Ohl, Taks, 2010: p. 160). The concept of cultural identity then becomes related to wearing sports apparel, supporting fans and teams and remaining updated with the information about the teams. This forms a segment of culture as well as individual identities that move beyond the sports apparel and into deeper meanings and statements. The overall concept of culture that forms from exposure through new media is one which is designed to relate to identity. The beginning of the identity comes from the athletes that have a relationship to culture, location, gender and other basic demographics. The identity is furthered with attributes of the athlete, such as speed, skill or strength. These are reflected when an athlete becomes a top performer and receives the coverage through new forms of media. The communication from the media is one which highlights the identity of the athlete and the performances which they make. When this identity is formed, it becomes endorsed through commercialization, mostly with sports apparel that relates to the performance of the athlete. As this is exposed, it forms cultural groups that identify with these specific forms of performance and relate because of the fan base which is created. The result is a sense of identity that forms within the culture, specifically because of the communication, highlights, exposure and interconnected attributes that occur through the sports and athlete performance. From this perspective, the sports apparel becomes a branch from the identity of the athlete to the identity of a segment of culture (Taylor, 2000-: p. 2). Conclusion The concept of identity and culture within society is one which is based on symbolic meaning and association to different forms of expression. Sports apparel and games are one of the areas of identity which many relate to, specifically through athlete identity and association with sports activities. These are defined by individuals as well as groups that relate to the social concepts of the time. It can be seen that the new forms of media are able to highlight the sports apparel and create reactions from social and cultural groups. These are based on different forms of exposure as well as relationships that are created from fan bases with the sports. The sports apparel becomes interconnected and linked to the main ideologies of the sports and the cultural forms which represent this. 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