Understanding the sport organization : an exploratory look at integration and specialization of communication services in university athletic departments at NCAA Division I institutions : a comparative analysis of Southeastern, Mid-American, and Ohio Valley Conferences

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Authors
Washington, Donald
Advisor
McDonald, Becky A.
Issue Date
2004
Keyword
Degree
Thesis (M.A.)
Department
Department of Journalism
Other Identifiers
Abstract

This is an exploratory, content analysis of NCAA Division I institutions found on the World Wide Web by conference affiliation. This study examines and unfolds the nature of communication services offered in athletic departments of major, mid-major, and lowmajor conferences. Public relations, corporate relations, media relations, sports information, publicity, advertising, sports marketing, and promotions have been identified as communication services for the purpose of this study.The author uses a description of major sports offered, ratings percentage index, and strength of schedule announced by university athletic departments in 2002 as a benchmark toward positioning the variations of conference levels. The Southeastern (major), Mid-American (mid-major), and Ohio Valley (low-major) conferences represent the initial sample for this study. Findings reveal the nature of communication services offered in athletic departments, acknowledging the integration and specialization of those services as standard approaches in today's university athletic departments.

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