I diritti dello sport
| COMUNICAZIONI SOCIALI - 2006 - 1. Sport e media
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.