Abstract
Changes in technology are causing significant shifts in the community of sport related to the mass media. This project uses both quantitative and qualitative data to reveal that local television stations are not engaged in sports blogging and see little value in it. This article discusses the theoretical and industry rationales regarding this finding, and details various implications for local sports media, sports communication consumers, and the community of sport in general. It may be that the traditional position of local sports television within that community is endangered, as technology makes sports more interactive, accessible, and global.
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