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SPORTS MEDIA INTERNSHIP

Entry 9 - Quarter Times

“Who would have thought 10 years ago you would’ve been graduating university with a media degree.”

Catching up with a couple of mates from school after lockdown, this was said to me when asked what I’d been doing during the lockdown.

Reflecting on my time as a sports media student is a kaleidoscope of emotions. From ecstatic to enraged, euphoric to exhausted and everything between. But one emotion stands out among all others: Pride.

Achieving what I have over the past three years, both personally and professionally has been gratifying. I spent 8 years in a career I lacked passioned for and ultimately loathed, at times thinking I was trapped doing it for the rest of my life.

Taking a punt on myself and throwing absolutely everything I had into this course has provided a plethora of opportunity for me, but it has given something even more important to me. Hope that I can be both happy and successful in wherever my career takes me.

Finishing with the internship program has lived up to all the hype Robbie Coyle sold to me on my first meeting with him. It has been such a great first experience into media industry and to both my internship hosts, Cricket Victoria and Hook Media, I cannot thank you enough for giving me an opportunity to experience your workplaces.

While my time with Cricket Victoria will extend into January 2021 (hopefully I can get into the CitiPower Centre by then), I will soon be finishing with Hook.

A highlight of my time with Hook was filming a scene for the TV show ‘Golf Barons’. Former pro- golfer Dion Kipping was hitting golf balls off an upside paella pan as I filmed him front on using a track dolly.  I consider that as being the ultimate pressure test, considering a couple of hours beforehand he’d hit his co-host who was dress in Ned Kelly outfit, on the very first try.

Hook Media director Davin Sgargetta has provided me with such a vast array of experiences in my short time with him and his crew. It’s been amazing how much the team at Hook have been able to teach me in such a short period of time and I’ve thoroughly enjoyed every moment.

I’m definitely  ready for the next chapter in my career, wherever that may be.

*Apologies for the lack of photos, I’ll make sure I have more by the time this published. 

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SPORTS MEDIA INTERNSHIP

Entry 8 -  Overall reflections on the internship and your studies from starting your degree

This reflection is mainly going to focus on my journey throughout my time at Holmesglen. I don’t believe I can holistically give my overall reflections on my internship experience as both haven’t been completed. However, I can express that although my internship experience has been a unique one, I have enjoyed every single aspect of it. The internship program really is the ‘crown jewel’ of this degree and lives up to the hype.

My studies throughout this course have experienced many different phases.

I dropped out 8 weeks into my first year back in 2017. I hadn’t fully grasped the expectations of being a university student and took the easy option of falling into my back up plan. I soon came to regret that decision. It was all on me, I’d given up and put myself back into a situation I was trying to get away from in the first place.

Returning to studies is the best decision I’ve made in my adult life to date. Once I fully committed and prioritised my studies, the results desired began to roll in. This only did one thing, motivate me. I had established my standard, and I wasn’t going to let anything within my power let my standard drop.

During the middle of the second year, in what is widely considered the busiest period of the degree, my WIL group HD Consultancy (Aiden, Brent & Laurie) came together and spent almost two weeks in the library developing a three-year marketing strategy for Caulfield Grammarians Football Club, as part of VAFA Applied Learning program. This was easily my most favourite piece of work produced throughout this degree. It was a true team effort, in my opinion, every aspect of the assessment was executed as close to perfect from a group of students. From the strategy itself, to the content, design of the document and delivery of the presentation, it is something I am immensely proud of. Because four friends, not just classmates, came together with a common goal and achieved it.

This final year has honestly been less than ideal. While you have to deal with challenges as they arise, the COVID lockdowns have taken away some enjoyment I expected to experience in my final year. From an academic standpoint, my first semester was the best of my entire degree. However, not being able to interact in the classroom environment with my peers and lecturers has been a real wet blanket to the end of such a great journey.

I made a point of this in one of my internship interviews, when I was asked what my greatest achievement was. Without hesitation I declared this degree will be my greatest achievement. I’ve played in premierships and claimed individual awards in various ventures of my life, they are all shadowed by earning this degree.

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BASKETBALL MOTIVATION: The Empty Gym with Kobe Bryant 2017, online video, 10 June, viewed 18 November 2020, https://www.youtube.com/watch?v=IbARWYa3fRw

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SPORTS MEDIA INTERNSHIP

Entry 7 -  Supervisor evaluations and future career professional development requirements

Performing good evaluations is a mark of true leadership. Honest, validating feedback to employees to help them improve in certain areas is crucial to employee development, and will be thankful for in return (Willing 2010).

My first evaluation from Hook Media was overall very positive and very pleasing. It was reassuring to see some of my personal brand attributes positively commented on, with my honesty, work ethic and humility touted as some of my strengths.

From a technical aspect, it was also encouraging to see the skills and knowledge I have acquired through my studies and for my own personal betterment have been noticed. Hook Media has a small, but very experienced and knowledgeable team of employees who have also been invaluable to learn from. Although comments such as ‘Strengths are understanding of content goals, client requirements, has picked up Premiere Pro well and understands the concepts of working within this software’ and ‘Good copywriting skills which gives me comfort that he can create and post content for the brand and clients that is of a high standard’ gives me confidence, as these have mainly been developed throughout the degree.

One comment which I appreciated was my prowess with Premiere Pro. While I have believe my skills in Premiere Pro are adequate to a degree, I have seen plenty of other video content from the same program that has some exceptional postproduction elements. I am excited to keep developing my skills on Premiere Pro, but it was nice to have someone else acknowledge that while I am somewhat skilled with the program, I do have plenty of room to develop and evolve.

‘There’s always a premium paid to “honesty” in life and the workplace, but as we’ve all experienced, one person’s honesty is another person’s red flag’, (Ash 2016).

The above statement has been in someway or another delivered to me in many aspects of my life (work, sport, family and friends) and it hasn’t been missed in my internship evaluation.

It’s a tough situation for me. I pride myself on being honest. Mostly its received positively and as a good trait. However, I struggle, and I know I do, at reeling back the honesty when it may not be the correct approach. It’s not so much the honest sentiment, it’s the sometimes painfully blunt delivery.

When I typed honesty and bluntness into the Google image search, the first suggestion was Sagittarius – my start sign.

It’s part of my communication that I struggle with. I know exactly what I want to say, I just don’t know how to say it. So, I keep it as simple (or blunt) as I can to have my point understood. This is a very polarising trait; some people love it and others loathe it. To give myself every chance to succeed in any career option I embark on, I must develop and/or be more self-aware of my delivery and find that happy medium which won’t have as much of a divisive effect.

I am very much looking forward to my final evaluation from Hook, to see how I have progressed through the second half of my internship and my first evaluation from Cricket Victoria, to gain additional insight on my developing professional demeanour.  

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Ash, E 2016, Be honest but beware of being too blunt or nasty, viewed 19 November 2020, https://www.smartcompany.com.au/people-human-resources/be-honest-but-beware-of-being-too-blunt-and-nasty/

Willing, L, 2010, ‘Performing Better Employee Evaluations’, Fire Engineering, vol. 163, no. 8, pp.115–118, viewed 9 November 2020, ProQuest

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SPORTS MEDIA INTERNSHIP

Entry 6 -  Career aspirations including goal setting

Career aspirations are long term career plans, hopes and dreams. Different from the more specific, short term desired result of a career goal, career aspirations are an ambition to attain something far way into the future (Links International 2020).

This is an intriguing aspect for me.

I haven’t put much thought into my career aspirations, my thoughts have always revolved around the ‘next step’. From finishing first year, to finishing the WIL program, to attaining an internship, it has always been a one step at time mentality. So, personally, the next step has been to ‘get my foot in the door’, secure employment once my studies have been completed.

Taking ten minutes to ‘dream’ about the potential which lies ahead for my career, one concept resonates immensely: storytelling.

Storytelling can be achieved via so many different platforms. Formulating messages to reflect an organisations brand in a public relations role, creating content to engage stakeholders (fans, specifically) in a sporting club’s media team or helping others tell their stories through documentaries. All of these prospects are so enticing to me, and I firmly believe with my passion for this element alone, one day I will achieve one if not all of these outcomes.

Another aspiration of mine would be to work outside of Melbourne. Whether that be interstate or overseas, my experiences of moving from Geelong to Melbourne have been such a positive change and given me the confidence and willingness to explore outside of my immediate environment. A role in Europe or the United States would be a great opportunity both personally and professionally. Dream big.

‘Appropriate goals are those goals that are attainable under given developmental and social circumstances (i.e., principle of congruence between control striving and controllability of goal), and that bring about favourable consequences for other domains and/or long-term developmental outcomes,’ (Heckhausen et. al 2012, p. 1386).

In terms of goal setting, as I touched on before it has always been about that ‘next step’. For me now that next step, or short-term goal is to secure employment as soon as possible.  

I am currently in the process of applying for two roles. A Junior Video Producer at North Melbourne Football Club and a scholarship with the Australian Cricket Society. Both are fantastic opportunities to start off my media career with. While the roles are vastly different, I believe these positions are both attainable for my skill set and mirror my career aspirations.

The application with North Melbourne has been a very sharp learning experience in itself. It’s shown me first-hand how competitive positions like this are and how cutthroat the recruiting process is. Getting the chance to even just interview at an AFL club would upon first leaving university would be a positive for me, but to say I wouldn’t be disappointed if I didn’t get the role wouldn’t be entirely honest.

I believe all the hard work, commitment, sacrifice and passion I have poured into my studies and subsequent internships over the past 3 years should hold me in good stead not only for this incredible opportunity at North Melbourne, but for any job I apply for in the near future.

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Heckhausen, J, Chang, ES, Greenberger, E and Chen, C 2013, ‘Striving for educational and career goals during the transition after high school: What is beneficial?’, Journal of Youth and Adolescence, vol.  42, no. 9, pp.1385-1398, viewed 18 November 2020, Goog Scholar

Links International 2020, Interview Questions: How to Answer “What Are Your Career Aspirations?”, viewed 18 November 2020, https://linksinternational.com/en-sg/research-page/how-to-answer-what-are-your-career-aspirations/

Sport Management graduates working at Derby County Football Club 2020, online video, 3 March, viewed 18 November 2020, https://www.youtube.com/watch?v=lEzqKiFSkqE

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SPORTS MEDIA INTERNSHIP

Entry 5 -  Achievements and milestones both technically and professionally

According to Cole (2015, p. 28) ‘Having a successful career has significant implications for both individuals and organizations alike. Positive effects on people’s health, happiness and longevity have been partly attributed to achievements in the workplace.’

This resonates with me immensely.

Leaving high school and jumping straight into an occupation/career I didn’t put any thought into, ended with me feeling unfulfilled and resenting my career choices. Hating my job was impacting my more than just my work life. While I spent seven years in the construction industry and had plenty of good times and worked with some great people, there was always something missing.

A sense of personal accomplishment.

While I took immense pride in my craft, it was not anything I was passionate about. It was just a reflection of my work ethic. I came to finally figure, I wanted a career in which the work I was engaging in and producing didn’t only give the client a sense of satisfaction, but me as well.

This degree resonated with me when I first came across it back in 2016. I’m confident in saying the flow on effects from enrolling in this course have made this the best decision of my work life.

An internship not only helps to build on your skill set and develop your network, it allows you opportunities to build or add to your portfolio, providing a record of your on-the-job achievements (Chegg Internships 2019).

My ultimate goal (very much in the “aim high” category) is to be offered employment from one of my internship partners. While a lot has to align for this to come to fruition, I’m certain by the end of these internships I will have showcased everything I have. From a more realistic standpoint, acquiring skills and industry experience is obviously beneficial, but to be able to walk away with tangible evidence of these developed and evolved facets is definitely something I am looking to accomplish.

To a degree, this has already begun. With Hook Media, I have either completed or in the process of completing tasks that can be used as evidence of not only my skill set, but that of industry-level quality work. I have an open mind when it comes to starting my career and with the vast array of opportunities Hook has provided me has helped build on multiple facets of the media industry.

Below is a list of achievements I am proud during my time so far with both Hook Media and Cricket Victoria:

Hook Media:

-       Hook Media Social Media Channel Audit (First task)

-       Editing podcast/vodcast for Hook Media client

-       On set Sound Recordist/Boom Operator for Golf Barons recording

-       Social Media scheduling for Hook Media produced documentary “Chris Cormier: I Am The Real Deal”

 Cricket Victoria:

-       Editing and Producing CV Coach Force online webinar series ‘A Coaches Journey’ (Full episodes and previews)

 These achievements have been pertinent to my own personal goals. I am looking forward to adding to this list of achievements and registering some milestones (completing my internships) over the upcoming months.  

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Chegg Internships 2019, Make the most of your internship: Recording your internship accomplishments, viewed 17 November 2020, https://www.internships.com/career-advice/workplace/recording-your-work-accomplishments

Cole, G 2015, ‘Upward career mobility’, Development and Learning in Organisations, vol. 29, no. 4, pp. 28-30, viewed 17 November 2020, ProQuest

Ingrid Barclay Podcast Episode 4 — Stephanie Sanzo 2020, online video, 29 September, viewed 17 November 2020, https://www.youtube.com/watch?v=2lFyiuPWCTM&t=19s

Perfect Plumbing System n.d, web image, viewed 17 November 2020, https://www.rapidplumbinggroup.com.au/blog/help-your-plumbing-be-at-its-best/

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SPORTS MEDIA INTERNSHIP

Entry 4 - Challenges

I am already starting to sound like a broken record on this topic, but the obvious challenged face during these internships has been the effects of the COVID-19 pandemic and subsequent state lockdown laws. All my internship at Cricket Victoria has been conducted remotely, whilst roughly the first half of my time with Hook has also been online. While these restrictions have been completely necessary, justified and effective, not getting the “normal” internship experience has been disappointing from a personal standpoint.

‘The addition of school is demanding and, challenged by the additional time and energy required to succeed at school, mature students can experience difficulties in performing their other important roles, primarily within their families but also within their workplaces,’ (van Rhijn et. al 2016, p. 43).

Juggling my internship, studies, work and personal life has had its challenges throughout this second semester.

Having paid employment with Australia Post, which is crucial to my financial situation, I needed and was expected to continue a level output I had established there before undertaking my internship. Whilst my manager has been very accommodating with this, I want to be fair in return and not just focus on my own ventures.

Motivation is critical to students learning at all levels, and while every learning environment has its own challenges, online learning presents a set of unique challenges because students are more responsible for their learning. These challenges make it even more important for students to self-motivate (Rakes & Dunn 2010).

My studies have lowered in both standard and punctuality during this second semester, particular in the second half with both of my internships running simultaneously. Sam Duncan did warn the cohort about an ongoing trend of third year students studies declining in quality. Nevertheless, I wanted to finish my studies strong but that has not been the case. My internships, work and free time (especially during the boredom of lockdown) seemed to have all taken a precedence. I understand why this happens now, it feels like there isn’t enough hours in the day, however, that doesn’t make it any less disappointing on a personal level. I believe I missed out on one really good opportunity to produce some quality showcase level work which slipped by the wayside.

‘It is not unusual for interns to feel overwhelmed, and many are certainly given a heavy load with minimal training. Persevere in the early stages and give yourself some time to come up to speed,’ (Lorretto 2019).

I touched on this in my last issue in my last entry, while many of those pressures are self-inflicted, one I have had trouble dealing with is saying “no”. The opportunities I have been invited to undertake have been fantastic, but sometimes I feel as though I have other matters that should be taking priority. But because these opportunities are both so generous and beneficial, I’m somewhat afraid of giving the wrong impression by declining them to tend to the other matters in my career/life which need to be attended too. It can be overwhelming as while you’re benefiting from these opportunities, in the back of your mind you are aware of other facets which need to be addressed, and time is slipping away.  

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Loretto, P 2019, The Common Challenges New Interns Face, viewed 17 November 2020, https://www.thebalancecareers.com/common-challenges-new-interns-face-1986624

Rakes, GC & Dunn, KE 2010, ‘The Impact of Online Graduate Students’ Motivation and Self-Regulation on Academic Procrastination’, Journal of Online Interactive Learning, vol. 9, no. 1, pp. 78-93, viewed 17 November 2020, Google Scholar

Real Challenges – Real Interns – Real Advice 2016, online video, 19 August, viewed 17 November 2020, https://www.youtube.com/watch?v=Vc3oiCc65G0

van Rhijn, TM, Lero, DS, Bridge, K and Fritz, VA 2016 ‘Unmet needs: Challenges to success from the perspectives of mature university students’, Canadian Journal for the Study of Adult Education,  vol. 28, no. 1, pp. 29-47, viewed 17 November 2020, Google Scholar

Work-study balance graphic n.d, web image, viewed 17 November 2020, https://www.thegriffithcollective.com/2018/07/04/tips-for-juggling-work-and-study/

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SPORTS MEDIA INTERNSHIP

Entry 3 - Being an effective team member, contributor, building confidence & being efficient. 

‘Team building is an important factor in any environment, its focus is to specialize in bringing out the best in a team to ensure self-development, positive communication, leadership skills and the ability to work closely together as a team to solve problems,’ (Fapohunda 2013, p. 1).

Being an effective team member and contributor was always a priority for my internship experience. During my interviews, I aimed to demonstrate my skillset, attitude and personal brand to the interviewee’s, which I believed would  give them confidence in not only offering me an opportunity, but I was a congruent fit within their team

I see these internships as mutually beneficially. Personally, I’ve focused on being a sponge, absorbing as much information provided to me as possible, observing my new work environments, finding my role and understanding what’s expected of me has provided me with an enormous amount of insight. I believe this has opened up opportunities to work on a variety of different projects for Hook Media, in various roles which has allowed me to broaden my skillset and knowledge, whilst also accomplishing desired outcomes for my internship host thus being an effective contributor.

‘Creating opportunities for team members to develop as individuals and promoting interprofessional learning are essential to effective collaboration and team adaptability,’ (Center 2018).

Working with Hook has been a greatly valuable experience, although the confidence instilled in me by Davin has been extremely rewarding. The first task I completed (an audit on all of the social media accounts Hook curates), the ensuing discussion regarding my audit was very reassuring. I wanted to give Davin my honest feedback but was also weary I did not want to come across as a ‘know-it-all’. But when discussing my findings, Davin insured he wanted and appreciated my honest feedback. This helped open a more in-depth dialogue about the purpose of the channels and the wants, needs and uniqueness of the cliental and made me feel a part of his team from the very first day.

‘Employees need to get their work done on time to expect timely appraisals and appreciation from not only managers but also external clients,’ (Juneja n.d).

Before and throughout my internship I have had doubts over my efficiency with the tasks provided. I am aware that I am an intern, and while my internship partners acknowledged that I am continuing to learn and develop, it still lingers in the back of my mind. I’m confident in the finished products in which I have produced, however I still do worry about the speed in which these tasks are completed. Internally, my thinking is with time and repetition my pace will quicken up. My current ‘work from home’ set-up has impacted this as well, as my workspace (couch and coffee table) isn’t suitable for multiple hours of work as it causes stress and soreness on my back. Compounding this, the age and software of my current laptop isn’t up to industry standard and I lack the applicable tools to efficiently produce and edit content. I’m not saying I cannot achieve the work given to me, they just take significantly longer than could be expected, which is less than ideal.  

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Being a Good Team Member 2020, online video, 17 March, viewed 17 November 2020, https://www.youtube.com/watch?v=0t_XUUcM1ng

Center, D 2018, ‘Knowing Oneself: The First Step to Be an Effective Member of an Interprofessional Team’, The Journal of Continuing Education in Nursing, vol. 49, no. 9, pp. 397-399, viewed 17 November 2020, ProQuest

Efficiency illustration 2016, web image, viewed 17 November 2020, https://marketingland.com/efficiency-arbitrage-two-strategies-performance-marketing-178328

Fapohuna, TM 2013, ‘Towards Effective Team Building in the Workplace’, International Journal of Education and Research, vol. 1, no. 4, pp. 1-12, viewed 17 November 2020, Google Scholar

Juneja, P n.d, Workplace Efficiency - Being Efficient at Workplace, viewed 17 November 2020, https://www.managementstudyguide.com/workplace-efficiency.htm

Klay Thompson: Most Efficient Dribbler In NBA History 2019, online video, 25 September, viewed 17 November 2020, https://www.youtube.com/watch?v=IURfNb1512w

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SPORTS MEDIA INTERNSHIP

Entry Two - Finding your feet in the internship and completing initial tasks 

A common thread throughout this reflective ePortfolio will be the effect the coronavirus pandemic is having in Victoria. Whilst I am already tired of referencing it throughout last semesters ePortfolio, addressing the elephant in the room of these unprecedented times early will allow me to realise these internships are incomparable to the ones from years before. We have our own, unique challenges to face, but nonetheless, I am certain more positives will arise from this unparalleled situation if you seek them. This has been a focus of mine since the first hour of my internship, find the positives.

The purpose of these internships is to assists students who are graduating to transition seamlessly into the workforce through structured practical training. Internships have been found to help students develop interpersonal skills and personal maturity and to increase their potential of acquiring employment compared to students who do not have an internship experience (Ramli et. al 2013).

Soft skills such as communication skills, interpersonal skills and elements of personal characteristics have been linked to employability. Learning these soft skills is important for professional and organisational success (Dean & Clements 2010).

Undertaking one of my internships with Hook Media has assisted me in settling in and feeling comfortable. With Davin Sgargetta being the director of Hook and also one of my lecturers, our personal and somewhat professional relationship had already been established. There was an initial ‘teething’ period, were we had to find which hours during the week would both suit and benefit both parties throughout the internship. This also applied with communication, because this is currently a remote internship, finding a suitable communication channel (email, text message or phone call) was also a facet which had to be developed.

Although my Cricket Victoria (CV) internship has only just officially started, my first meeting as the CV intern was very positive, with both Dean and Nick giving me extremely good feedback from my interview process. They were both very clear in explaining to me their goals for me during this internship, and again, while currently undertaking this remotely, they are keen to get me into their offices ASAP, which is also an aspect I hope to get significant hours in. I feel as though both parties are on the same page which is very comforting.

Early success (in a new work environment) entails balance; you want to make a great first impression, however, cannot expect to get everything right. You need to gain an understanding of your new workplace and its own unique ecosystem (Indeed 2020).

This was pertinent with my very first task at Hook. Asked to do an audit of sorts on the social media channels ran by Hook, I wanted to my feedback to be both constructive and honest. Being my very first task, this is was a little daunting, as I did not want to paint myself as a ‘know-it-all’ and come across as anything resembling a ‘holier than thou’ attitude. However, Davin was open and receptive of my feedback and we had a good discussion about the task I had undertaken. This immediately made me feel at ease and gave me confidence in being honest and open in future tasks, some of which have included giving feedback on other projects Hook have been associated with. From my perspective, this has really helped develop the relationship quickly between intern and intern partner, whilst also giving me confidence in my personal brand, where honest is one of my key values.

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Dean, BA & Clements, MD 2010, ‘Pathway for student self-development: a learning orientated internship approach’, Australian Journal of Adult Learning, vol. 50, no. 2, pp. 287-307, viewed 15 November 2020, Google Scholar

How To Excel At A Virtual Internship 2020, online video, 5 May, Forbes, viewed 15 November 2020, https://www.youtube.com/watch?v=wSWIag4PwMQ

How To Start A New Job While Working From Home 2020, online video, 16 June, Forbes, viewed 15 November 2020, https://www.youtube.com/watch?v=8J-CLvx2je0

Indeed 2020, How to Succeed in Your New Job: The First Week, Month and 90 Days, viewed 15 November 2020, https://www.indeed.com/career-advice/starting-new-job/new-job-guide

Ramli, JA, Surbaini, KN, Kadir, MRA & Abidin, ZZ 2013, ‘Examining Pre-Internship Expectations among Employers on the Students’ Characteristics and Internship Program: The Empirical Study of Malaysian Government-Linked Company’s University’, Management, vol. 3, no. 2, pp. 112-120, viewed 15 November 2020, Google Scholar

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A3 SOCIAL MEDIA POSTS

1. Recruitment Video

2. COVID Safe Training Infographic

3. Saints Talk Podcast

4. 1XI-4XI Live Feed Game Updates

5. Team Announcements

6. Home Game Live Streams

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5. Journalism in the Digital Age: How Digital and Social Media Drives Media Narratives

Social Media in the digital age has become an important platform for news outlets to promote stories. With audiences consuming their news anytime and anywhere through mobile devices, social media has provided the platform for news organisations to engage consumers with their websites in a quick cost-effective manner (Wu 2018).

The rise of non-traditional or ‘citizen journalists’ throughout the sports news sector of social media have provided competition for traditional news media outlets and their journalists. This has forced the hand of journalists to promote and market their own work, which has had mixed results depending on the individual’s ability to connect with the audience (Sheffer & Shultz 2010).

With publishing devices in their pockets (smart phones etc.) journalists can instantaneously break news to large audiences. With audiences’ abilities to share content, the reach through social media seems to have the potential to be cast as far and wide as possible. Social media also has the ability to not only give human feedback from the consumers, but from the platforms itself as journalists can check data (clicks, views, engagement rate and audience retention) which can shape what they promote and how they promote it. Social also has the ability for journalists to showcase or develop a ‘personality’ for fans to either gravitate or distance themselves from, depending on how it resonates with the user.

While social media has benefited journalism, the ever-growing race to ‘be first’ with breaking news and the 24-hour news cycle has posed issues with basic journalistic integrity such as spelling and grammar (Bor 2014). These basic errors can impact the consumers perception of the journalist and effect their credibility from perception standpoint. The race to be first in breaking news has also led to ‘speculative’ journalism, where journalist will hedge their bets on potential happenings by using phrases such as ‘possibly and maybe’ to cover their journalistic integrity. This also leads into the ‘clickbait’ phenomenon, with vague headlines used to further engage consumers, often leading to an irrelevant or less substantial story, wasting the consumers time in efforts to drive click and views.

With the 24-hour news cycle here to stay and digital consumption continuing to rise, journalists using social media is here for the foreseeable future. While it has both it’s positives and negatives for journalists, the data available allows journalists to create a ‘brand’ which has potential for journalistic ethics and integrity to absolve in favour of ‘clicks’.

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Bor, S 2014, ‘Teaching Social Media Journalism: Challenges and Opportunities for Future Curriculum Design’, Journalism & Mass Communication Educator, vol. 69, no. 3, pp. 243-245, viewed 23 October 2020, ProQuest

How Is Social Media Changing Journalism? 2014, YouTube video, 9 August, The Atlantic, viewed 23 October 2020, https://www.youtube.com/watch?v=-7esKJDZqzQ

Riewoldt-Brown Twitter 2019, graphic, viewed 23 October 2020, https://www.triplem.com.au/story/tom-browne-responds-to-twitter-stoush-with-jack-riewoldt-135733

Sheffer, ML & Shultz, B 2010, ‘Paradigm Shift or Passing Fad? Twitter and Sports Journalism’, International Journal of Sport Communication, vol. 3, no.4, pp. 472-484, viewed 23 October 2020, Google Scholar

Wu, Y 2018, ‘Social media engagement in the digital age’, Newspaper Research Journal, pp.1-10, viewed 23 October 2020, https://www.researchgate.net/publication/327227107_Social_media_engagement_in_the_digital_age_Accountability_or_threats

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4. The Future of Watching Sport in the Digital Age: Virtual Reality and Augmented Reality

Virtual reality (VR) and augmented reality (AR) perform two vastly different functions. VR replaces reality, transporting you elsewhere, while AR adds to the reality, displaying information onto your surroundings (Greenwald 2018).  

According to Rynarzewska (2018, p. 472), ‘Physical game attendance might be down (in the United States), but games and sport content remain overwhelmingly popular. The rise in technology usage has created new opportunities for marketers to serve sport consumers. One involves the introduction of virtual reality (VR)’. With crowds in some places in decline, more global sports audiences and the current COVID-19 pandemic along with the advances in technology, VR and AR are have become genuine possibilities for sport.

Within sports itself, research has indicated VR could be a useful addition to training and participation, with its ability to substitute or simulate weather and environmental conditions to suite desired needs (Neumann, et.al 2018). AR has already implemented into sports coverage, with the projected first down line in the NFL and puck tracking in the NHL a welcomed addition (Dickson 2016). This also created opportunities for broadcasters to sell unique, in-game advertising for sponsors or to promote upcoming television programs on their stations, as seen below.

However, for sports fans, some VR experts have admitted the current viewing options of sport are the best options, while doubting VR technology will surpass it soon, if ever (McFarland 2016).While many fans believe the opportunity to “stand on the sideline” of an NFL game would be an incredible experience, experts have explained VR’s 2D image doesn’t allow for a change in depth, restricting the users ability to see action at a distance. Experts have also noted that when live sports actions suddenly shift direction of play, the sudden movements have tendency to cause the user to feel nauseous (Longwell 2016). Headaches, eye strain and dizziness are also known to occur while using the heavy, clunky and expensive equipment which has failed to reach projected sales from developers such as Oculus (Trescak 2019).

Initial reactions to the implementation of VR and AR into the sports viewing experience have been mixed. VR technology could theoretically be a game changer sports fans in the future if we are to believe its developers, although it currently faces significant issues it must resolve. AR has made great innovations in sports broadcasting to date, with still plenty of room to grow and influence how sport is presented to the viewer.

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Dickson, B 2016, How virtual reality is transforming the sports industry, viewed 20 October 2020, https://techcrunch.com/2016/09/15/how-virtual-reality-is-transforming-the-sports-industry/

Giants Cowboys AR 2017, screen capture, viewed 23 October 2020, https://medium.com/clevrar/enhancing-sports-with-augmented-reality-c3f7757335c4

Greenwald, W 2018, Augmented Reality (AR) vs. Virtual Reality (VR): What's the Difference?, viewed 19 October 2020, https://au.pcmag.com/virtual-reality-1/44886/augmented-reality-ar-vs-virtual-reality-vr-whats-the-difference

Longwell, T 2016, Virtual Reality in Sports Poses Unique Challenges for Producers, viewed 20 October 2020, https://variety.com/2016/digital/news/virtual-reality-sports-cameras-1201811516/

McFarland, M 2016, Why virtual reality won't transform sports viewing: Some virtual reality experts say the experience of watching a sports game on TV is so good, it won't be surpassed by virtual reality technology anytime soon, Washington Post – blog post, 16 May, viewed 19 October 2020, ProQuest

Neumann, DL, Moffitt, RL, Thomas, PR, Loveday, K, Watling, DP, Lombard, CL, Antonova, S & Tremeer, MA 2018, ‘A systematic review of the application of interactive virtual reality to sport’, Virtual Reality, vol. 22, no. 3, pp. 183-198, viewed 19 October 2020, ProQuest

Rynarzewska, AI 2018 ‘Virtual reality: a new channel in sport consumption: An International Journal’ Journal of Research in Interactive Marketing, vol. 12, no. 4, pp. 472-488, viewed 18 October 2020, ProQuest

Trescak, T 2019, The main problem with virtual reality? It’s almost as humdrum as real life, viewed 20 October 2020, https://theconversation.com/the-main-problem-with-virtual-reality-its-almost-as-humdrum-as-real-life-126761

VR Will Soon Revolutionize How Football Players Train 2015, YouTube video, 30 December, WIRED, viewed 23 October 2020, https://www.youtube.com/watch?v=Cb0p68ULQUM

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3. The Rise and Rise of eSports

eSports are competitive video gaming, where competitors participate in organised competitions with consequential outcomes on results and mirrors the concepts of traditional sporting (tSports) leagues (Hamari & Sjöblom 2017).

Globally, over 70 million people consume eSports via either streaming services or television (Jenny et.al 2017).  Advancements in technology have created a popular video game industry as well as an increased global connectedness. In America, approximately 65% of households play video games, featuring a diverse demographic of participants with around 40% of all participants female and 26% over the age of 50 (Lee & Schoenstedt 2011). This has not gone unnoticed by tSports organisations, with the NBA introducing their 2K league as their fourth ‘league’ (Khan 2018). Doubts to whether this new phenomenon will divide audiences, Cushen, Rife & Wann (2019, p. 138) state, ‘Ultimately, fans of eSports tended to also be fans of tSports, suggesting that fandom across activities are complementary and that sport fandom may be a broad, generalizable construct.’

Rising popularity of eSports has created a brand-new market, bringing with it a multitude of new opportunities. With growth in both participation and consumption, eSports relationships with media platforms such as YouTube and Twitch have assisted in the exponential growth of this new industry. Such is the popularity of eSports, traditional media outlets such as ESPN have started delivering content on their main platforms.

eSports has also faced a degree of scepticism. The congruence between eSports and tSports, calling it a “sport” and the longevity of its success have all been questioned. eSports lack of physicality and global institutionalisation are the main issues in these arguments. While eSports displays various traits of ‘sport’, the relative non-existence of physical prowess as a defining characteristic of sport has led many to doubt its validity. While popular in countries such as South Korea for decades, the eSports phenomenon is relatively new on a global scale and requires more time to assert itself as a stable, institutionalised product (Jenny et.al 2017).

eSports is a booming new industry, attracting significant attention and gaining consumers. A biproduct of the advancements in technology, the correlation between the rise in eSports and society’s evolution into the digital age is no coincidence. While it has its sceptics, the future for eSports looks bright. Once it can either assimilate or differentiate itself from tSports absolutely and institutionalise on a global stage, eSports will truly prosper, if they haven’t already.    

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2K league teams 2019, graphic, viewed 23 October 2020, https://europeangaming.eu/portal/latest-news/2019/02/15/38965/nba-2k-league-partners-with-champion-athletic-apparel/

Cushen, PJ, Rife, SC & Wann, DL 2019, ‘The Emergence of a New Type of Sport Fan: Comparing the Fandom, Motivational Profiles, and Identification of Electronic and Traditional Sport Fans’, Journal of Sport Behavior, vol. 42, no. 2, pp.127-141, viewed 18 October 2020, ProQuest

Esports is growing into a $1 billion industry 2019, YouTube video, 13 August, CNBC International, viewed 23 October 2020, https://www.youtube.com/watch?v=e0hlP84HeMU

Hamari, J & Sjöblom M 2017, ‘What is eSports and why do people watch it?’, Internet Research, vol. 27, no. 2, pp.211-232, viewed 17 October 2020, GoogleScholar

Jenny, SE, Manning, RD, Keiper, MC & Olrich, TW 2017, ‘Virtual (ly) athletes: where eSports fit within the definition of “Sport’, Quest, vol. 69, no. 1, pp.1-18, viewed 18 October 2020, GoogleScholar

Khan, I 2018, Adam Silver vows to develop esports entity as 'fourth league in our family', viewed 18 October 2020, https://www.espn.com.au/esports/story/_/id/23029042/nba-commissioner-adam-silver-welcomes-fourth-league-nba-2k-esports-league

Lee, D & Schoenstedt LJ 2011, ‘Comparison of eSports and traditional sports consumption motives,’ ICHPER-SD Journal Of Research, vol. 6, no. 2, pp.39-44, viewed 18 October 2020

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2. Monetising Digital Media: Podcasts, Videos, Blogs and Websites

The media industry was among the first to be affected by digitization, as content production and distribution have changed significantly to satisfy consumer wants and needs. This shift affected the revenue streams for most media, as declining reliability of advertising sales has forced it to seek alternate strategies, too which a proven model has yet to be found (Rußell et. al, 2019).

While monetising may be an ongoing issue, the media landscape within sports has become dynamic, varied and vibrant, with an abundance of different content being regularly produced and distributed. As internet technologies have continued to advance with the advent of social media and media convergence has developed, opportunities for new players have been presented and secured. This has created a more diverse industry, as most people can create and post content. These changes have significantly impacted consumer trends, habits and preferences (Duncan 2020).

Earning revenue from creating digital media content has endless potential for the creators.  Anyone can create content, digital content is immensely popular and sought after and has the potential to be very lucrative for creators. Advertisers are have begun to create significant budgets for online content, redirecting funds from traditional media (Evens 2018). However, to monetise content, your following or consumer base must be of a significant number. Trying to sell an insignificant number of consumers to potential advertisers or sponsors completely mirrors traditional media business models of sales/ratings equals viewership. But unlike the traditional media model, the ability to create premium content, have subscription-based content and sell merchandise opens different revenue streams for creators (Carter 2020).

Contrarily, these methods have also been a deterrent for consumers as they avoid paying for content. Implementing subscriptions, data mining and over exposure of advertising, damages their relationship with the consumers as they search elsewhere to gain content free of charge (Angerer & Harupt 2011).  There has also been concerns with the content being created, with creators prioritising driving traffic and engagement over quality content. This has been prevalent in journalistic ventures, with the ‘clickbait’ phenomenon effecting journalistic integrity (Barland 2013).

A reliable framework on how to monetise digital media has yet to be established. Even though the industry is flourishing and opportunities to generate revenue are plentiful, the technology allowing this to be possible is also detrimental, as free content is readily accessible. Evolving consumer habits may see a shift in willingness to pay for content, with higher quality content the potential beneficiary.  

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Angerer, C and Haupt A 2011 ‘Monetising online news: a smaller commons?: have you got your mojo?’ Rhodes Journalism Review, vol.  2011, no. 31, pp 20-22, viewed 21 October 2020, Google Scholar

Barland, J 2013, ‘Innovation of New Revenue Streams in Digital Media’, Nordicom Review, vol. 34, no. 1, pp. 99-111, viewed 21 October 2020, ProQuest

Carter, T 2020, Online Content Monetization 101: How to Make Money From Content, viewed 21 October 2020, https://www.entrepreneur.com/article/354326

Duncan, S 2019, The Digital World of Sport: The Impact of Emerging Media on Sports News, Information and Journalism, viewed 21 October 2020, ProQuest

Evens T, 2018, ‘Media economics and transformation in a digital Europe’ in  L. d’Haenens,, H, Sousa & J. Trappel (eds), Comparative media policy, regulation and governance in Europe: unpacking the policy cycle, pp. 41-54, viewed 21 October 2020,  Intellect

Rußell, R, Bendikt, B, Stich, L, Hess, T & Spann, M 2019, ‘Monetizing Online Content: Digital Paywall Design and Configuration’, Bus Inf Syst Eng, vol. 62, no.1, pp. 253-260, viewed 21 October 2020, https://doi.org/10.1007/s12599-020-00632-5

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1. Digital Media and the Amplification of Globalised Sport

‘Developments in new media technologies are seen to be changing the production, delivery and consumption of professional sport,’ (Dart 2014, p. 530). New media technologies have created distribution methods for live sport to audiences around the world. In Australia, the younger, more tech-savvy generation of sports fans have accelerated ushering in this highly engaged consumption of overseas sports, such as the NBA and EPL from America and Europe respectively.

Duncan (2019, p.51) states ‘as the world becomes more connected and overseas sports become increasingly accessible, local Australian sports will have to work harder than ever to survive.’ While the Australian sports landscape is saturated with various professional sporting codes and leagues, Duncan (2019) also states the changing consumer habits of millennials and Generation Z, who are drawn to the exorbitant finances generated and ‘Rockstar’ type celebrity appeal of these global athletes.

The advancements in technology have created an abundance of opportunities within the media industry. The advent of social media and similar content sharing platforms has opened the doors to a more diverse media landscape. ‘The success of these products in being accepted as media outlets and the audiences they have attracted indicates that there are audiences for different models of sports media than those currently adopted by mainstream media,’ (Sherwood 2019, p. 193). This has allowed for both niche and overseas sports to produce content for their fans.

These advancements in technology have benefited global sports and premier leagues, such as the NBA and EPL, the opportunities for local sport, besides social media, are in their inception. Traditional media consumption of sport (mainly FTA television) is still the preferred options. Both the media and sporting organisations are slowly branching out into the ‘digital age’, both have begun to implement aspects from overseas sports. Greater media access to the athletes and increased commodification of sport as entertainment, are elements which have been met with mixed results from consumers.

The developments in digital media and the amplification of globalised sport has been beneficial to introducing Australian audiences to international sport, adversely many local sporting codes appeal to a global audience is underwhelming. With the Australian media landscape pushing for an ‘Americanised’ model, media outlets are failing to produce engaging content for a vastly different cultural audience. While this area is the way of the future, local media outlets must be innovative with a product suited to local audiences.

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Dart, J 2014, ‘New Media, Professional Sport and Political Economy’, Journal of Sport and Social Issues, vol. 38, no. 6, pp.528 – 547, viewed 29 September 2020, Google Scholar

Duncan, S 2020, ‘How Australia’s Fascination with Overseas Sports is Beginning to Hurt’, The International Journal of Sport and Society, vol. 11, no. 2, pp. 39-53, viewed 11 October 2020, doi:10.18848/2152-7857/CGP/v11i02/39-53

Sherwood, M 2019, ‘Citizen journalists, sports fans or advocates?: The motivations of female independent sports media producers in Australia’, Australian Journalism Review, vol.41, no. 2, pp. 183-196, viewed 11 October 2020, Informit

The Business of Virat Kohli - How Free Internet Fueled His Rise, online video, 16 September, Athletic Interest, viewed 11 October 2020, https://www.youtube.com/watch?v=FIRLA2X6WBM 

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SPORTS MEDIA INTERNSHIP

Entry One - Preparedness prior to commencing the internship and assimilation into the organisational culture

‘Internships provide students an opportunity to engage in experiential learning that enhances their intellectual, personal, professional, and ethical growth,’ (Kapoor & Gardner-McCune 2020, p. 1103). Albu, Calu & Guse (2016, p. 132) reiterate this by stating ‘Organizing internships for students is reported to be an efficient mechanism to guide the educational process towards practice, by providing opportunities for students, developing competencies and facilitating the transition from school to active life.’

From my very first meeting with Robbie Coyle, my eagerness to experience an internship with one of our degree’s outstanding partners has been what I have told my friends and family about. I understood from the outset of my degree how these opportunities could benefit me in my pursuit of a successful career change.

From my first semester, I have used the internship program as a motivator. Naturally, I am an extremely competitive person and always want to achieve the best results I can. However, when the grind of this degree takes its toll, and it does for everyone, focusing on my end goals; securing a good internship and hopefully employment was a key driver in keeping my standards at a level I wanted.

The past two and half years of work have built up to this. While all the subjects and assessments have been critical in the development of my knowledge and skills and have shaped my future career goals and ambitions somewhat, one doubt I always had would be transitioning into a professional white collar industry.

Through ‘Transition to Professional Practice’ and the guidance of Sharyn, Sam and other lecturers’ advice, I’ve been able to establish the type of professional I wish to be. Before the subject, I would not have even put a second of thought into this concept and probably would have dismissed it as a load of bulldust. However, preparing for and experiencing the internship process, I now see how crucial this is not only for potential employees, but for myself as well.

I was able to secure two internships: 228 hours with Cricket Victoria and 114 hours with Hook Media. I’m extremely proud of achieving this, given these where my first two preferences. I’m thoroughly looking forward to getting started with both organisations and the opportunities they present.

The first challenge moving into my internship will be fitting in. Both organisations are quite different and so will be the roles I am expected to undertake at both. Being able to get a grasp of both organisations culture will be crucial in find my place. Organisational culture outlines how one should behave within said organisation. Shared beliefs and values incorporated by the organisation’s leaders are communicated and implemented through a variety of different methods to mould employee behaviours and standards (SHRM n.d).

Initially, the restrictions bought on by the COVID-19 lockdown laws will make this a little tricky. Working remotely and communicating through other methods outside of the work environment will deny me of gaining a clear understanding, however there will still be some nuances I will have to pick up on. To start, I’m just focusing on coming across as engaged and enthusiastic, taking on any sorts of opportunities provided to me and most of all, portraying myself as very humble, respectful and grateful for the opportunities provided. All facets of how I see myself as a professional; ambitious, honest and committed.

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Albu, N, Calu, DA & Guse, GR 2016, ‘The role of accounting internships in preparing students’ transition from school to active life’, Accounting and Management Information Systems, vol. 15, no.1, pp. 131-156, viewed 2 September 2020, Google Scholar

Kapoor, A & Gardner-McCune, C 2020, ‘Exploring the Participation of CS Undergraduate Students in Industry Internships’, Proceedings of the 51st ACM Technical Symposium on Computer Science Education, pp. 1103-1109, viewed 30 August 2020, Google Scholar

SHRM n.d, Understanding and Developing Organizational Culture, viewed 2 September 2020, https://www.shrm.org/resourcesandtools/tools-and-samples/toolkits/pages/understandinganddevelopingorganizationalculture.aspx

What is Organizational Culture? 2016, online video, 15 August, Denison Consulting, viewed 2 September 2020, https://www.youtube.com/watch?v=4cBN8xH-5Qw

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Subject Reflection

Entry 7

‘Educators believe that strong associations exist between students’ participation in undergraduate internship programmes and the success of new graduates’ transitions to practice,’ (Matthew, Taylor & Ellis 2012).

The importance of the internship program for both the sports media and sports business degrees is unparalleled. It provides the student with tangible industry experience; in which they can demonstrate the skills and knowledge they have acquired throughout their studies. As Matthew, Taylor, and Ellis state above, this experience can be vital when trying to secure employment post study.

As I have mentioned throughout these entries, this subject, this semester, the state of the media industry is in an unprecedented state due to the effects of COVID-19. The whole experience of this semester has been different. But I believe this subject above all has been affected the most by the interruptions.

This subject started slowly for me. Already having a seven-year career behind me, some of the content for me was a bit humdrum and commonplace. However, as the subject progressed and we began to delve into more specifics around applying for positions and creating a personal brand, I was quickly drawn back to the pack.

While I have had experience in the workforce, its been in a completely different environment to the one I will be entering. Learning about personal branding, UVP’s, elevator pitches and STAR methods are facets I had no experience with. While at first I was a little sceptical on why they were all necessary (I felt as these could be twisted to be exceedingly disingenuous), I learned they all come together as one collective that reflects YOU as not only an employee but as a person. And its crucial for an organisation to get an understanding of who you are, to decide on whether you will fit in their culture.

The biggest takeaway from this subject I acquired was the interview procedure. I had my doubts over how I would perform in a professional interview setting, as my naivety with the whole process had me continually questioning it. This wasn’t a great attitude to have and after my interview I was cursing the system again. However, it was also a moment of clarity. While I may not have ‘liked’ how the interview process was, this my reality and I had to accept it then and there and move forward. Ending up the with the feedback I eventually received also quashed all the contempt and doubts surrounding the interviews, as the feedback was incredibly positive and gave me a significant confidence boost moving forward.

Reflecting on this subject has been extremely eye opening. From week to week, all of the content delivered and learning outcomes separately didn’t have nearly as much of an impact as they do when you piece it altogether at the end. This subject has thoroughly prepared me for life beyond university.

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Matthew, SM, Taylor, RM & Ellis, RA 2012, ‘Relationships between students' experiences of learning in an undergraduate internship programme and new graduates' experiences of professional practice’, Higher Education, vol. 64, no. 4, pp. 529-542, viewed 5 June 2020, ProQuest

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Internship Interviews

Entry 6

Throughout my studies, each semester has carried a theme. Whether it be the unknown of the first semester or the all-consuming third and fourth semesters, you can reflect on your experiences throughout this journey and title each period like chapters in a book. There is only one theme or title adequate for this semester, Unprecedented.

Like most aspects of everyday life around the world for the first half of this year, the Coronavirus pandemic has affected our studies. For our cohort, this has had a resounding impact on quite possibly the most important facet of the course, the internships.

While in the past the internship process has been sowed up by now, with students locked into placements, our official process is yet to begin. While this isn’t ideal, as I have mentioned in some of my other entries, it has provided essentially a free hit for us, with the mock applications and now the mock interviews.

Personal interviews and interpersonal skills are greatly important when it comes to securing a placement. It has been stated that initial interviews and interactions are the most commons factors when evaluating candidates (Hueston & Holloway 2016).

Personally, I used this as an opportunity to learn by failing. As mentioned before, the mock interviews where pretty much a free hit. Knowing this, I prepared the best I could (interviewing for a position I had no idea about) with the mindset this exercise could be used as a platform to base my future interviews off, as the feedback will highlight what I did well and not so well.

The experience itself was a little nerve racking. I doubt whether I am hitting the points the interviewee is in search of from the questions asked. Most of my experiences with job interviews have been in a blue-collar environment, which is a lot different to the job interviews I will encounter in this industry. Once the interview was finished, I was super critical of both my performance and the overall concept of how it was conducted. It’s not a criticism of the interviewer, it’s just that difference from a job interview on the tools to a more professional workplace. It’s foreign to me and I am still adapting to the process and its intricacies.

However, the feedback I got was extremely positive and quite a shock to be honest. My conduct and all of my answers where received really well and I was commended on them. As I mentioned before, this was to be used as test run for future interviews, and the feedback I received was very articulate in explaining how I can enhance my answers to make an even better impression. Two things I need to include in my answers is more industry-based examples of work and what I bring to the table as a potential industry employee.

It was a nice surprise to get such positive results, as I thought I had completely bombed in certain sections.

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Hueston, WJ & Holloway, RL 2016, ‘Medical Student Mock Interviews to Improve Residency Interviewing and Match Success’, WMJ : official publication of the State Medical Society of Wisconsin, vol. 115, no. 2, pp. 86-89, viewed 4 June 2020, EBSCOhost