Emotional Gridiron: Psychology of Sport Identification and the Digital Experience
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Transcript of Emotional Gridiron: Psychology of Sport Identification and the Digital Experience
EMOTIONALGRIDIRON
Psychology of Sport Identification and the
Digital Experience
“SPORT HAS THE POWER TO CHANGE THE WORLD.
IT HAS THE POWER TO INSPIRE. IT HAS THE POWER TO UNITE IN A WAY
THAT LITTLE ELSE DOES. IT SPEAKS TO YOUTH IN A LANGUAGE THEY
UNDERSTAND. SPORT CAN CREATE HOPE WHERE ONCE
THERE WAS ONLY DESPAIR.
- NELSON MANDELA, 2006
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Mental Market in
Sports
- Emotional Context• Belonging• Connection• Purchase patterns • Goals • Values
- Digital Context• Consumption patterns• Devices• Multiple screens• Expectations• Media behaviors
Fandom is not new. How we
express fandom however, is
changing.“Sports have drawn people together to
cheer for their heroes for as long as there has
been a record of human activity.” – Jeremy M. Jacobs,
Owner of Boston BruinsCopyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Components of
Commitment• Foundation of organizational
psychology applied to the vertical of sport identification and media technology.
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Affective Attachment:
(Want)
• "...the emotional attachment to the organization such that the strongly committed [person] identifies with, is involved in, & enjoys membership in." (Allen & Meyer, 1990)
• "I want to watch the game.”• “I want to tailgate to be around
other fans and share the experience.”
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Continuance: (Need)
• ..."commitment is viewed as a tendency to 'engage in consistent lines of activity based on a person's recognition of the 'costs' associated with discontinuing the activity" (Allen & Meyer, 1990)
• "I need to watch the game because my team is playing.”
• I need to go to Timmy Nolan’s bar to be around other Boston
Celtics fans.”Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Normative: (Ought or
Should)
• ..."feelings of obligations that an employee or member has to an organization...individuals [who] exhibit behaviors solely because they believe it is the 'right' and moral thing to do" (Allen & Meyer, 1990)
• "I should watch the game because I feel obligated to my team.”
• I ought to attend at least 1 home game live.
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
SOCIAL AND DIGITAL MEDIA HAVE CHANGED EVERYTHING,
INCLUDING THE WAY WE IDENTIFY WITH SPORT & SHOW
COMMITMENT.
DIGITAL MEDIATION
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
New Forms of Affective :
• NBA OFFICIAL LEAGUE AND TEAM TWITTER FOLLOWERS 38,800,000• “Too much of my sport experience
would be disrupted if I were unable to tweet before, during, or after a
game.” NBA Official Game Ball w/ Twitter Handle embroideredCopyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
New forms of
Continuance:
• “I know that if I miss watching a game live, I can use social media to see what happened.”
FoMO (Fear of Missing Out):
“...FoMO could serve as a mediator linking deficits in psychological
needs to social media engagement. FoMO plays an essential role in the
explanation of social media engagement over and above
several individual factors, such as levels of need satisfaction” (Alt,
2015)Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
New Forms of Normative:
• “I have an internal desire to promote my favorite team or player, in person and on social media”
• Possession-Self Link (Ferraro, Escalas, & Bettman, 2011)
When a person gives an object meaning, possession become a symbol of the content and values essential to their identity.
Belongings Self-worth
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
External Group
IdentitiesCulture
Ethnicity
Location
Vocation
Status
Sexuality Multiple extensions of
self afforded through sport’s narrative
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Emotional Gridiron
DIGITAL GRIDIRON
Evolution of sport media consumption
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Trends of media behavior revealing details of human psychology
1911 Western Union
Telegrams 1921 radio broadcast
1936 World's first live TV broadcast
Before
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Now 2000s – Live Streaming2013 - Multiscreen experience
2015 Virtual Reality
2016 Augmented Reality
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Future Merged Reality (combination of at-home and in-venue
experience)
Tech-fused Third Venue (AR, interactive
tabletop, on field holographic replay, 3-
D display)
Sensory Upgrade (addition of motion,
smell, wind, and other sensations to
watching video
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Virtual Fandemonium
VR/AR represents a turning point in media consumption.
The sport experience is no longer storytelling; it’s STORY LIVING.
Are fans willing to use VR to watch live sports?
Avg of 6.63 shows a leaning towards VR!
PREFERRED VIEWING EXPERIENCE
Augment the experience with immersive-based features beyond premium seating or traditional home viewing
SELF-SPORT CONNECTION
Augmented by social and digital media application
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Sport SelfiesEnhancing Identity &
Extending Experiences with digital media.
Digital validation of fan experience and
affiliation.
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
3 Keys to Sports Mental Market
Use technology to build emotionally-binding content.
Ignite our social and digital media landscape with activity
A great experience has no expiration date.
1. Emotion2. Engagement
3. Experience
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Experience is Undefeated.
Feel it.
Remember it.Share it .
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media