JRMC 8350: Media, Marketing and Identity in College Sports

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Module 3: How sport changes colleges
Module 3: How sport changes colleges

Colleges don’t have sports teams just for the sake of it. They use sports as a means of marketing themselves to different constituencies. For many it is about enrollment in different ways—creating the “SEC school” culture that draws so many undergrads to UGA, or for much smaller colleges, recruiting athletes who make up 25% or more of the total student body. In some cases, sports is a means of raising an institution’s profile or raising money directly, but the number of schools that can generate significant revenue from sports is very small indeed. And of course, athletes and teams shape the culture of many institutions in different ways, including conference affiliation, divisional alignment and other factors. Beyond that, the growth of commercialized sports and the chase for the most-talented athletes has raised deep concerns about the impact of sports on college campuses.

Day

Date

Time

Type

Module

Description

Wednesday

9/28/2022

11:59 PM

Weekly reflection

Module 3

07money

Thursday

9/29/2022

2:20 PM

Class

Module 3

Following the money

Wednesday

10/5/2022

11:59 PM

Weekly reflection

Module 3

08governance

Thursday

10/6/2022

2:20 PM

Class

Module 3

Campus governance and HBCU sports today (Yasmine)

Wednesday

10/12/2022

11:59 PM

Weekly reflection

Module 3

09petrels

Thursday

10/13/2022

2:20 PM

Class

Module 3

Athletes and careers (Cecily, Josie)

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07money

Readings:

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Knight Commission finance database⁠

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Reflection: I will assign each of you to a conference. Using this database, answer two specific questions: How likely is it that this conference could have a team qualify for the 12-team playoff in football in the next decade? And how many schools in this conference can generate enough external revenue (i.e., revenue excluding general fund transfers, student fees, and government appropriations) to cover its costs? Use specific evidence about the league’s economic situation from the database to make your argument, and post it in 07money.

08governance

Readings:

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FARA 2017 engagement survey⁠

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Framing the Future: Reforming Intercollegiate Athletics⁠

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Robert D. Benford (2007) The College Sports Reform Movement: Reframing the “Edutainment” Industry, The Sociological Quarterly, 48:1, 1-28, DOI: 10.1111/j.1533-8525.2007.00068.x⁠

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Restoring the Balance⁠

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A Call to Action⁠

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Reflection: The documents included here are all discussions of reform movements intended to solve problems in college sports. While it’s possible to identify a few minor changes here and there, none of them have actually had much of an impact on the evolution of college sports. Why is it impossible for academic authorities to “rein in” sports programs? Do you think university presidents and other academic officials ought to be the governing authorities for college sports? Is there a model that would better serve the needs of college athletes? Write a short post addressing any or all of these questions in #08reform.

09enrollment

Readings:

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Bowen and Levin 1⁠

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Bowen and Levin 2⁠

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Espenshade on athletics and admissions⁠

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Sander on Adrian College⁠

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Last Chance U. (Chronicle)⁠

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Pass or Run: The impact of football on independent colleges⁠

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Reflection: Take a look at their website and other information you can find about Oglethorpe University in Atlanta. In light of the readings, if Oglethorpe were to add football, what impact do you think it would have on the school? Write a short reflection in #09petrels.

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Module 3: How sport changes collegesModule 3: How sport changes colleges

07money

08governance

09enrollment

Module 3: How sport changes colleges
Module 3: How sport changes colleges