Franco Ascani
Libri dell'autore
I diritti dello sport
digital

formato:
Articolo
| COMUNICAZIONI SOCIALI - 2006 - 1. Sport e media


Anno:
2006
The dynamics by which the communication systems allocates sports matter are decisive in the assumption for
a society in which sports has acquired a central role, and in which it has become a leading topic in the media.
The result, after negotiation between sports organizations, media and society, lies in the requirement of sports
to communicate a trustworthy image of itself, reliable, long-lasting, making its own strategies explicit toward
goals subjected to the business communication dimension. A speculative path which keeps different key roles
into account, aiming at understanding the complexity of a world that tends to dissolve itself in technological
evolution, which segments the product following the tendencies of the market, but for which the promise is
the right to survive as a vehicle of values.
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