Running head: RAISING LEVELS AND BREAKING BARRIERS

Raising Levels, Breaking Barriers: A Sports and Peoples Networking Group

Jack Culotta Jr. and Devon Sheehy
Spring Hill College

Abstract

RAISING LEVELS AND BREAKING BARRIERS

In creating a networking group and a broadcast series that informs and entertains the
campus and its surrounding community, Spring Hill Sports and Peoples Networking
(abbreviated HillSPN) is a networking group which uses its YouTube channel and social media
presence to fill the gaps in Spring Hill College sports media and information. The team identified
a problem that stems from the lack of video flowing through the sports media at Spring Hill
College. HillSPNs main concern revolves around an athletic department with no internal media
department. More specifically, the official website of Badger athletics (SHCBadgers.com)
lacks any form of visual media. Looking through the lens of a student-athlete is crucial to this
project, because it is the only way to personally relate to, or empathize with, the
underrepresentation. Moreover, immersion into the athletic department and networking with its
leaders will offer a necessary and critical perspective. HillSPN hopes to improve retention of
Youtube viewers, Twitter followers, and Facebook group members. Furthermore, it may even
create its own audience, which can be recognized through patterns. Besides creating and
hopefully building an audience, the sports crew strives to raise attention levels toward and break
the barriers between textual information and video entertainment. Moreover, the team has built a
bridge between the athletic department and its students by face-to-face and social media
networking. We do this simply by immersing ourselves into the huddles of each team on campus.
Most importantly, HillSPN establishes its primary goal as sports information, social networking,
and entertainment; the idea of HillSPN increasing attendance numbers at athletic events is a
hypothesis and hope for the team, but one that will not be tested in the networking teams fall
2016 launch.

RAISING LEVELS AND BREAKING BARRIERS

Introduction
Many NCAA athletes around the country work hard to get their voices heard, their
accomplishments recorded, and their teams recognized. However, it is not so much their hard
work that gets their accomplishments recorded than it is the internal media / marketing
department. When it boils down to media attention, student-athletes at Spring Hill College make
up an underserved group of individuals. There is an inadequate amount of sports communication
on campus due to the void between the textual and visual output of content, leaving studentathletes in the dark, stuck on a stage without a spotlight (see Appendix A).
At Spring Hill College, there is only one daily updated sports information medium, the
official Badger athletics website named, SHCBadgers.com, managed by only one sports
information director, Jim Stennett. This website only contains text and photos, so there is
absolutely no video section, footage, or even a single video clip. Jim Hall, the SHC athletic
director, even admitted that the Badger website is more of a recruiting tool than it is anything
else. So, there is no medium devoted solely for the general body of student-athletes. Every other
medium on campus has other interests in mind. For example, Thursdays on the Hill covers a
wide variety of topics, with sports being one of the topics. The Cheerleading squad may promote
a basketball game, but this promotion benefits them, too. Furthermore, if a cheerleader just
promotes the games for which he or she will be cheering, other sports teams could get ignored
during a home game. This is not to say that having a website, a news channel, and a promoting
cheer team are bad things. In fact, these are all good things. The problem lies within the
manpower, or lack thereof, necessary to produce consistent video.
With a one-man media department within an already small athletic department at a very
small college, the manpower for multimedia sports information is simply not existent.

RAISING LEVELS AND BREAKING BARRIERS

Furthermore, in order for Badger sports media to be quality and professional, positions should
typically be limited to juniors or seniors with video and/or anchor expertise, or at least those
students who have completed the CMM 373 course titled Student Media Content. Regardless,
this limits manpower even further.
On the Badger Television platform, the order of news covers around the hill, around
the town, sports, and weather. Do athletes feel unrecognized? Do athletes feel underserved? Is it
because there is no designated sports crew within either the the athletic department? To be
considered a crew, there must be a group of individuals, meaning two people at the very least
must be involved.
Rationale:
Since the athletic department does not have an internal media crew within it, it is
essential that some group of student media experts with a passion for sports capture video of
student athletes in competition. In order to fill the gaps between the Badger Television sports
anchors occasional use of video, and obviously the textual and photographical media that can be
found on the colleges athletics website, an independent media group within or independent from
the athletic department hold Badger athletics in a higher regard in order to consistently inform
and entertain viewers. In short, it is essential to fill the gap between textual sports information
and video entertainment. According to Richard Gruneau in Lawrence Wenners It is essential that
the College and the outer Hill community have a group of people devoted to delivering sports
media by way of informational entertainment and immersion strategies. This team focuses on
calling attention to, updating the community on, and creating hype for Badger student athletes.
HillSPN is setting the precedent for those SHC students who consider themselves aspiring sports
journalists or action producers. The underserved audience is a combination of both the student

RAISING LEVELS AND BREAKING BARRIERS

athletes and the fans. The student athletes, because they deserve a positive presence on and
around campus. They are misrepresented. People should want to know about these games. But
first, fans must be consistently informed in a way that has never been done before. That way,
athletes can feel pride and gain attention for their accomplishments, just as athletes at larger
schools (with bigger media departments and athletic departments) are guaranteed to receive.
Purpose
The mission of the Spring Hill Sports and Peoples Networking is to raise the level of
sports media on campus by breaking the barrier and building the bridge between the textual and
visual sports media on this specific campus and the surrounding neighborhood called Spring Hill.
The purpose of creating HillSPN is to immortalize the presence of action video information and
sports entertainment in our generations social media platform. The three ways to effectively
communicate the HillSPN project, and prolong its campaign, is by word-of-mouth networking
with student-athletes, establishing a social networking group on Facebook, and developing a
sports broadcast channel on Youtube. Starting on November 21, 2016, the Facebook group page
will have such a larger impact on the Badger sports world following the scheduled HillSPN
presentation to student-athletes, as it is there that the student-athletes will be invited HillSPN as a
platform for self-promotion and team-promotion. The presentation is called Purple Is Pride:
Social Media Self-Promotion, and all students are welcome to attend (see Appendix D).

Theoretical Underpinning

Research question

RAISING LEVELS AND BREAKING BARRIERS

Over the past forty years, the field of sports media has evolved so dramatically and
drastically that the changes and additions seem impossible to keep up with. On a global scale the
levels have raised tremendously. Several cable networks (Wenner, 1989) in the 1980s established
a precedent to give athletes the attention and sports the prominence they deserve to receive.
These networks were few among many to gain any success, and ESPN alone raised the level of
sports broadcasting significantly (65). In the 80s the importance of TV ha[d] never been
greater for sport, for the shapes of both sport and the mass media have been permanently
altered. It is so crucial for the HillSPN sports crew to retrospectively analyze the sports media
past in order to understand our roots and empathize with the founding fathers of sports and
entertainment. The adjustments made by newspapers and radio stations serve as examples of
generation adaptation. While the HillSPN team could make the time for, or hire journalists to,
print or radio coverage of Badger athletics, it is clear that generation adaptation pushes us to
stick to video.
Networking
Furthermore, on a campus as unique as the Hill, personal networking coupled with
weekly or biweekly video will be the most effective means to raise the level of sports media,
build bridges between the athletic department and the media department, and break the barriers
between student-athlete and student-fan. In fact, the person-to-person or person-to-team
networking fills the gaps between each YouTube show. We have taken the indirect advice of
ESPN, which broadcasts sports 24 hours a day, and tweaked it to networking every day of the
week. If HillSPN is not executing face-to-face meetings with coaches, players and the People
of the local community every day, then it is at least making up that lost time by blasting our
social media outlets with sports information and updates (see Appendix B, home pages for all 4

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media outlets). This presence on social media is, in itself, social networking. It is important to
clarify that social sports communication is not a new or modern idea by any means. Even before
the rise of the early social media outlets like MySpace and Facebook, the very existence of sport
had drastic, and maybe even unnoticeable at first, effects on the larger society around it. Many
critics like Michael Real (Wenner, 1989) labeled sport in the 1970s as a form of mythic
spectacle, arguing that big sporting events subliminally appeal to socially dominant emotions
all functional to the larger societyrather than mere diversionary entertainment, it can be seen to
function as a propaganda vehicle strengthening and developing the larger social structure.
While HillSPN must be patient and hold off on its push for school spirit and an attendance
increase, it has a long-term goal and plan in place to put on networking events for home games.
With a business plan made (see Appendix A) and a survey question lingering, further results will
be taken to organize its first event. This will most likely come after the HillSPN presentation on
November 21, 2016.
Audience
The primary and immediate audience is the Spring Hill College and Mobile community.
The group has expansion in mind, though. It is essential that anyone who works for HillSPN in
the future is aware of the difference between the general audience and the target audience. Before
developing a small-scale or local audience, one must widen his scope and expand his horizons.
This means that the sports crew as one body must familiarize itself with the vaguer and broader
American public, hence the use of the word People in our groups name, the Spring Hill Sports
and Peoples Networking. Besides the people of Spring Hill College and the greater Mobile area,
the portion of the American public (Savage, 1929) unaffiliated with college life naturally regards
college athletics solely from the point of view of popular amusement. Upon this research and

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further understanding, HillSPN puts together a biweekly show called Jack of All Trades in
order to appeal to that portion of the American public. While the target audience is Spring Hill
College and the Mobile area, the Jack of All Trades segment is in place to attract the Everyman
and Everywoman. It is humorous, entertaining, fast, and interesting. It keeps the viewer on his or
her toes. It can gain regional (Southeast) attention, and it has the potential to reach a national and
even international stage. The networker utilized a master periscopers tips on how to market
oneself as a broadcaster. Periscope is the worlds most popular live-streaming broadcast tool or
app that allows one to, as they state in their motto, explore the world through someone elses
eyes (OSullivan, 2012). This advice is beneficial to our overall project but it is even more
specific to the networkers role as a broadcaster and social media manager. It is crucially
important to expand your geographic locations that you intend to target. So even though the
sports show is for the Spring Hill and Mobile community, the broadcast will be accessible from
all regions of the country and beyond.
The Agenda-Setting Theory
The directors purpose is to entertain our audience in the Spring Hill College community,
to keep viewers riveted to the screen, the directors provided quickly shifting images-from closeups to long distance shots, from players to spectators, from spectators to cheerleaders, from live
actions to replays (Rader, 1990). The Spring Hill College community to which we are referring
to are students both on and off campus, recent graduates, parents and friends of the Hill, those
locals who live in the more specific subdivision of Spring Hill, and any other supporters of
Badger athletics. While the underserved student-athletes are part of that faction, they are more
specifically our clients. HillSPN aims to create an audience and obtain viewers, a model (Owen
and Wildman, 1992) followed in successful video businesses. HillSPN considers one of its main

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structural risks to be the immersion stance it takes on Badger athletics, foreseeing that its internal
networking could prevent spreading a networking base outside campus borders. The results that
this project will dictate will be evaluated through the Agenda-Setting Theory. The AgendaSetting Theorys premise is that news media tells an audience(s) what news to consider as
important (Dainton & Zelley, 2005). HillSPNs notion of this theory, as it pertains to athletic
news, is that the use of multimedia immersion journalism will emphasize our projects goal of
establishing an online sports media presence and filling the networking gaps around campus. The
continuous coverage of individuals may have more of a lasting effect on new viewers, thus
growing HillSPN, according to McCombs and Shaw (1972): the developers of this theory,
[Viewers] learn not only about a given issue, but also how much importance to attach the
mass media may well determine the important issuesthat is, the media may set the agenda of
a campaign (176) . These social behaviors vary due to the lack of result, at the present time, but
could eventually deem itself positive or negative for the Spring Hill student-athlete or fan.
When the results are calculated by the director, it will be his objective to select stories
that came back with positive results, focus on the watch time analytics (see Appendix C), and
emphasize the pros for the next broadcast. Once this method reaches a point where the director
finds suitable, only then will this theory be considered to be accurate.
Sports psychology
Researchers debate about the use of media and the effect it has on sports psychology.
Some researchers have found that there is a void in the relationship between a fan and athlete,
according to Washington and Karen (2001), who say that relating the development of television
sports to broader social changes, it is argued that this development corresponded to the
increasing suburbanization of the population and the private citizen of leisure (202). This article

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covers the analysis of different demographics, as well as the effect media has on sports.
HillSPNs statement to this argument is that in this article media, especially television has
dramatically changed the way we retain sports. Times have changed, and so has the broadcast
medium. Citizens in the United States are more frequently tuning to television broadcast
(Washington & Karen, 2001). The Agenda-setting theory is emphasized through Washington and
Karens article due to the fact that if stories are properly selected (ex. entertaining story agendas),
citizens will be more inclined to react. Though these results that HillSPN are referring to are not
yet grounded, the expectation of positive results were anticipated even after some harsh criticism
following our first broadcast.
As many still rely on print, others have become more modernized through the use of
television. There is something about the visualization that draws consumers in, for others its
promotion and sport heroes (Vogler and Schwartz, 1993). HillSPN believes that bringing this
type of mentality to Spring Hill College could serve as a catalyst towards improvement. The
directors intention to serve the audience means bringing these athletes to life. When diving into
an athletes life, on or off the field, one might say they become humanized. The clip, sound bite
or just smile is transmitted out and received by multiple viewers at a single time, thus
establishing a connection. Creating that connection is the first step towards persuading or
informing the audience towards the way we want them to proceed.
Social media promotion
The 21st century has brought almost too many forms of social media to keep up with. You
can send a message with a touch of a button to someone whos thousands of miles away in an
instant. HillSPN has the expectation that it will reach someone in Tokyo, one day, but the crew
believes that small steps in order to build from the ground up. Mass communication, such as

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11

Twitter, Instagram, Snapchat and Facebook, is a lifeline for broadcasts such as HillSPN. With all
being free of charge, you have the ability to lure in followers, viewer and subscribers who can
share to hundreds of other people the crew wouldn't be able to reach.
Immersion journalism and theory
From the words of the Mockingbird movie character Atticus Finch, you never really
know a man until you stand in his shoes and walk around in them. This piece of advice from
father to daughter describes the immersion theory perfectly. The HillSPN anchor and primary
networker must be someone who is capable of embarrassment and defeat. It must be someone
who can respond quickly to adversity. The anchor must be capable of stepping out of his or her
own comfort zone.
George Plimpton, one of the modern pioneers of immersion journalism, truly submerged
(Hemley, 2012) his whole self into the field of athletics. He made himself into the everyman of
sports, and an odd everyman he was (2012). It would be of great assistance for the HillSPN
sports crew, not just the Plimptonic anchorman alone, to learn about Plimptons career through
his immersive stories, books, and particularly his tryout with the Detroit Lions and participation
in their scrimmages as quarterback. Ultimately, like Plimpton, the anchor/networker will have to
face the fact that there is no turning back once you have begun the immersion process.
Confidence and charisma are necessary for both the sports and peoples update and the Jack of
All Trades segment.
Media richness theory
jack
Sampling method. By following a male-female rotation under the Senior Spotlight,
HillSPN chooses Jack of All Trades athletes who are approved by their peers and teammates to

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fit the following criterion: serve as a team leader or captain, be a member of the team for at least
three years, and either considered a quiet leader or a humble star.

Timeline
The networker met first with the athletic director at Spring Hill College in order to
propose the networking group to him and members of his department. These members included
compliance Chad Leblanc and assistant athletic director, Michael Patrick. The networker also
met with Jim Stennett, the SHC sports information director, to discuss a partnership and gain the
approval to use any media from the official website of Spring Hill College athletics,
SHCBadgers.com. All of these meetings were successful, and the athletic director gave the
networker his blessing and gratitude for improving sports media on campus.
Upon approval, the networker/anchor then begin the selection process for the first student-athlete
on Jack of All Trades (JOAT), the HillSPN show that features the skills, or trades, of the best
all-around student-athletes on each respective team.
Sampling method. Once the JOAT contestant is decided on, the anchor then met with that
student-athlete through a scheduled meeting. In this meeting, the anchor and producer presented
a consent form (Appendix G) to the athlete, in order to gain approval to record and broadcast
everything that happens during the JOAT competition. Since HillSPN works as networkers for its
clients, the student-athletes, it aims to work around the featured student-athletes class and
practice schedule. The sports crew and the student-athlete agree on a filming date, which should
be in the afternoon in preferably overcast weather, if the competition is outside. The studentathlete should set aside a total of 4 hours that afternoon to shoot the intro, the competition, side
comments, and the recap of the competition. If it is easier for the student-athlete to film over

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two different afternoons, then it is a mandate that HillSPN accommodates his or her request.
Filming the competition should never be rushed to make a deadline. These film dates should be
scheduled in advance with a broadcast publish date in mind, and one that comes at a good time in
the course of the season (either the beginning, middle, or end).
Challenge selection: Selecting the challenges for the JOAT competition is both creative and
fair. The networker decided on the first challenge, which will be favored toward the athlete and
his or her sport. The goal of this challenge is to display the athletes skill and/or touch. The
second challenge will display the athletes power respective to the competition. The third
challenge, unlike the first two, will be decided together.
For now, the HillSPN team limits its selection process for JOAT contestants to its own
Senior Spotlightthat isit aims to feature those seniors who are considered humble leaders by
their team captains, coaches, and younger teammates.
After a debate between Luiz Ortiz, Will Carpenter, and Iba Ndaw, we selected Iba
because he is the only one of the two seniors who played varsity soccer all four years. Following
this format, the networker selected penalty kick (PK) shootouts for Challenge 1 and football field
goal kicks for Challenge 2. On the day of the filming, the networker explained the rules of both
challenges and agreed on the third challenge, throw-in accuracy, where the contestants aim for
targets with both a football and soccer ball.
Over the fall sports season, the HillSPN spotlight switched from soccer to cross country
to volleyball over the fall season, covering the three main sports of the first half of the fall
semester. The networker continued to update the Hill community on the soccer season via social
media. The main focus for HillSPN is to communicate through social media and by word of
mouth on gamedays. Gameday updates are a top priority for home games. When there is a home

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game on campus, gameday posts were made via the HillSPN Facebook group page and the
HillSPN Twitter page (appendix B).
HillSPN calls its categorized features spotlights, in order to emphasize the importance
of the individuals or teams being featured. The team wanted to ensure that it completed one of its
very first goals in covering a plethora of spotlights. So, after soccer coverage, the second sports
update at the desk (see Appendix E) focuses on the cross country team, which also included a
Freshman Focus on record-setting freshmen cross country runners David Toups and Spencer
Albright. The anchor then prepared interview questions before emailing both athletes to schedule
an interview time (see Appendix F).
The spotlight then switched to volleyball, so the HillSPN crew launched its first-ever
Gameday Update (see Appendix G). The HillSPN team followed its revised rotation of Youtube
shows, which is supposed to follow a sports show with a Jack of All Trades show.
The networker then met with team captain and senior Molly Griffin to gain insight on the
perfect candidate for the volleyball JOAT contestant. Initially, HillSPN thought that Molly would
make the best candidate. After all, she is a graduating senior, a leader, and has been on the team
for all four years. Since she is already involved with BTV and known well among her peers,
however, both parties agreed that a different senior should be selected. The networker and
producer were friends with Griffin before this year, so the decision to choose someone else was
appropriate in order to avoid bias toward friends. The anchor and producer for HillSPN, Griffin,
and one other non-senior volleyball player all agreed in their meeting that Madie Seuzeneau fit
all the JOAT criteria and is considered a humble leader among her teammates.
In the beginning, HillSPN established that there was going to be an anchor/networker as
well as a director/cinematographer for the project. The role of the anchor, or the main talent, was

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to be fully prepared with a written or digital script. This led the anchor to go out and find the
talent that will be featured on the show. This was a major requirement for the main segment of
our show the Jack of All Trades, which involved the anchor and a single student-athlete. At this
time, the director established a shot list (depending on the sport of the student-athlete). Once the
shot list is developed, the director gained permission to use the designated area of use. If the
director felt the need to grab an extra cameraman to work different angles to keep continuity,
then it was his responsibility to search for he or she for assistance.
The key roles for the student-athletes are simple. These roles consisted of showing up at
the time designated for shooting and to wear their respective warm-up uniform (if applicable).
The key roles for the extra cameramen were to read and understand the shot list and to listen to
the director if there was going to be a deviation from such list.
For HillSPN to be successful, there was going to be a need for some necessary
equipment. To start, a DSLR camera was the main piece of equipment used. The one that was in
use, since the project was launched early on, was the Sony NEX-EA50. The Sony camera had the
proper modifications and adapters which were provided by Spring Hill College. The adapters
that were attached to shell of the camera made shooting indoor and outdoor crisp and clear. They
consisted of the viewfinder, that attached to the display output and if its too bright outside, it will
provide a clear, glare-free display. This will help keep shots in focus. The tripod (MVT502AM
model) can be attached to base plate that lies on the undercarriage of the Sony camera. By using
the tripod the director was able to achieve still shots, also the tripod was a major help when the
director wanted to execute a pan motion (move side to side) or tilt (moving up or down). The
lavaliere microphones (Pro-70 model) were attached to camera and used for audio. These
microphones were chosen by the director with the reasoning they will have the best audio input

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while the talent and anchor move through different challenges. Lastly, the Yamaha Headset
provided a clear audio output. This is going to be crucial to detect any frequency mishaps.
For the editing process to be completed, the director used three different software
programs. These programs were Final Cut, Adobe Premiere and Audition. All these software
programs were provided by the Spring Communication Department and are located in IMC
(Integrated Media Center). Final Cut and Adobe Premiere are programs the director used to make
different transitions between scenes, edit color correctness; audio adjustment and ensuring the
movie file was exported as (.mov file) while still being in high definition or 1080p. The Audition
program was extremely useful when we needed to exploit a voiceover somewhere in our edits. It
is a strict audio program where if need be, can bring in audio files (.mp3 or .mp4 files) and adjust
levels that are affected (ex. Wind). The timeline the director/editor put together was designed to
run on a two or three-day turnaround from the last day of production. This means that on the last
day of shooting the editor proceed to drop the files into the editing bay located in the IMC. The
estimated time conceptualized for imported files to become a completed show was two and a half
weeks. This left the editor with one to two days for editing, while consulting the anchor for
feedback.
This project, HillSPN, was designed to have a very rhythmic pattern. The project was
also designed to be a biweekly show (a show to be broadcast every two weeks). This type of
biweekly show provided our audience updates of games and segments that are going to be tied
into the broadcast. These updates consisted of stats, player of the game (if applicable), and
exciting information that could be deemed news in the eyes of the anchor. The segments included
Jack of All Trades, freshman focus, and senior spotlight. The schedules for these production
dates vary based on team schedules. HillSPN editors used multiple media outlets including,

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YouTube, Instagram, Snapchat and Twitter. In the event that a person of interest was unable to
make the designated time, both the director and the anchor already established a secondary date
ahead of time. Therefore, the student-athlete and the HillSPN crew both understand the plan of
action.
The results that HillSPN originally anticipated were constructive and positive. Receiving
constructive results will only drive HillSPN to provide only the best work. The use of secondary
research that HillSPN receives from colleagues, polls and comments on our social media plays a
major role in realizing what will work or what will not. For example, the use of Explore on
Google Sheets, which HillSPNs YouTube channel obtains analytics that can be broken down
into different demographics. These demographics include, race, location and gender. The channel
also provides the average time that people will be watching the broadcast for. In the effort to
acquire our targeted audience (18-25 year olds), the use of a non-biased written poll, were
handed out- at random - to people across campus and the surrounding area.
Results
Feedback collected following the project reveals that audience decreased in quantity as
more shows were produced. The first show gained just under 400 views, while the last show
received 130 views. Percentages of these responses can be found in the table located at the end of
this section. This trend suggests that viewers preferred the shorter, fast-paced Jack of All Trades
segment for its ability to cover a three-part challenge in just over five minutes. The final videos

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viewers were the most encapsulated, or drawn in, as you can see from the watch time.

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