SPORT, MEDIA AND BUSINESS IN SOUTHEAST EUROPE IN THE 21ST CENTURY: RECOMMENDATIONS FOR PROFESSIONALS AND SCHOLARS
SPORT, MEDIA AND BUSINESS IN SOUTHEAST EUROPE IN THE 21ST CENTURY: RECOMMENDATIONS FOR PROFESSIONALS AND SCHOLARS

Summary/Abstract: Despite the shift from socialist to market economy and the proliferation of media outlets and opportunities, sport and media organizations in Southeast Europe have not kept up with global trends. Most teams and fixtures have become feeders for top leagues rather than remaining aspirational destinations in their own right. This phenomenon has manifested across all former Yugoslav republics. Yet, political divergences have hindered learning from neighboring countries’ mistakes and experiences. This paper outlines the broadcasting presence of selected leagues from Southeast Europe, describes the most common motivations for mediated sport consumption, and introduces the concept of mediatization of sport. Media professionals should develop contents designed to satisfy all motivations for sport spectatorship. Scholars should study such content, the professional situation of journalists and broadcasters, and the representation of foreign athletes and women in sport. Collaboration among scholars and professionals is vital for the continued development of sport, media and business in the region.

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