THE ROLE AND SIGNIFICANCE OF MEDIA CONVERGENCE FOR THE DEVELOPMENT OF SPORTS

Abstract

Traditional and digital media are recognized as key communication channels in the promotion of sports. Major events, such as the Olympic Games, world championships, and continental championships, gather thousands of participants and accredited media teams. In this context, the media strive to enhance their capacities to fulfill their role in providing accurate and relevant public information to readers, listeners, and viewers. Respecting accuracy, speed, cost-effectiveness, and the removal of spatial and temporal boundaries in media availability, the media expect almost daily communication from sports organizations, presenting a new challenge. The partnership between the media, sports organizations, and athletes is crucial for developing advanced communication strategies that consider the convergence of media and the adaptation of media products. This paper specifically analyzes the importance of social networks in the complex public media space, focusing on the credibility of user-generated information through a legal and ethical lens.