Thèse de doctorat : Lexicologie et lexicographie : Paris 12 : 2006. Thèse de doctorat : Lexicologie et lexicographie : Université pédagogique de l'Oural : 2006. / Thèse soutenue en co-tutelle. Titre provenant de l'écran-titre. Pagination : 415 f. Bibliogr. f. 305-331.

COMMUNICATION STRATEGY OF THE SOCCER CLUB SK SLAVIA PRAHA AND PROPOSALS OF ITS IMPROVEMENT Objectives: The objective of this research is the establishment of communication strategies of an organization SK Slavia Praha Football Club for the upcoming season. This project will be completed based on the analysis of the club's current communication mix as well as current communication distribution channels with the club's fan base. Methods: For the research various methods were used such as the case study, the analysis of the documents, the interviews and the SWOT analysis. The case study was applied during the research of the current club's communication strategy with its fan base, the analysis of the documents for the evaluation of the club's communication mix, the SWOT analysis for the evaluation of the communication mix and interviews for obtaining the essential information from the individuals involved. Results: A new project of the club's communication strategy was established, which includes the improved communication mix of the club, the communication strategy project with the most important fans' organizations as well as a communication strategy project with the club's youth. Keywords: sports marketing, communication strategy, communication mix, soccer, fans

This study examined if supervisors within intercollegiate athletic settings have a higher tendency to use task-oriented management styles than supervisors outside of athletics. The study also assessed if athletic supervisors would have a higher tendency to adapt their leadership style based on situational factors. 214 respondents were asked to complete a five-part survey, comprised of two management communication styles, emotional intelligence, the Leadership Adaptability Style Index, and demographic information. Two additional questions raised in the study posed the same questions in relation to all respondents within athletics and those outside athletics. The results showed no significant differences in management styles or adaptability of supervisors or non- supervisors

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-08-19T19:32:59Z No. of bitstreams: 1 Jefferson Ferreira Saar4.pdf: 2606103 bytes, checksum: ec75d1c1af2b8c18261c80c76d5bb4ba (MD5) / Made available in DSpace on 2016-08-19T19:32:59Z (GMT). No. of bitstreams: 1 Jefferson Ferreira Saar4.pdf: 2606103 bytes, checksum: ec75d1c1af2b8c18261c80c76d5bb4ba (MD5) Previous issue date: 2016-04-26 / The doctoral thesis discusses how the Methodist University of São Paulo (UMESP) and the University of Taubaté (UNITAU) using the high performance sport as a means of strategic divulgation. The study shows what is the relationship between the institutional and market communication of the universities and the high performance handball. The thesis presents the communication tools used by UMESP and UNITAU to publicize its sponsorship activities and evaluates the communication flow of marketers universities with sports managers handball. The comparison between universities gave up the use of research method of 'multiple case studies'. The documentary research and literature were used for the theoretical construction work. Data from the study subjects were collected by using the interview technique, those that adopted the characteristic 'semi-structured' with open questions and script use. It was concluded that the UMESP and UNITAU universities bit explore the victorious image of high performance handball investing as a strategic means of divulgation. / A tese aborda como a Universidade Metodista de São Paulo (UMESP) e a Universidade de Taubaté (UNITAU) utilizam o esporte de alto rendimento como meio de divulgação estratégica. O estudo mostra qual é a relação existente entre a comunicação institucional e mercadológica das referidas IES e o handebol de alto rendimento. A tese objetiva também, apresentar as ferramentas de comunicação utilizadas por UMESP e UNITAU para divulgar suas ações de patrocínio e, por fim, avaliar o grau do fluxo de comunicação dos profissionais de comunicação e marketing das IES com gestores esportivos do handebol. A comparação entre as IES analisadas deu-se pelo uso do método de pesquisa de ‘estudos de casos múltiplos’, já a pesquisa documental e a bibliográfica foram utilizadas para a construção teórica do trabalho. Os dados dos objetos de estudo foram coletados através do uso da técnica de entrevista, estas que, adotaram a característica ‘semiestruturada’ com perguntas abertas e uso de roteiro. Concluiu-se que as universidades UMESP e UNITAU pouco exploram a imagem vitoriosa do handebol de alto rendimento que investem como meio estratégico de divulgação.

Public relations play an intricate role in communication development strategies within sport, especially netball. The objective of the research is to create a communication campaign incorporated in a public relations programme in aid of the development of netball in Port Elizabeth schools. The significance of the research is to create an understanding of the challenges faced by the learners to participate in netball and to develop the sport. The development of players at a young age is not up to standard when compared to countries where netball is already a professional sport. There is a lack of communication between the different stakeholders, namely the players, coaches and external publics. Qualitative research methods were implemented where primary and secondary data was used to conduct the research. Focus groups were utilised to gather primary data from netball players and coaches. These interviews proved that communication gaps do exist between the different stakeholders of school and netball. An introduction about netball will be discussed. Literature about public relations and communication will be presented. The research methodology will be presenting the research design and research methods used to conduct the research. Characteristics of the schools used in the interviews will be discussed. The research analysis, findings and discussions will present a guideline to be implemented by schools to enhance communication and therefore help develop netball. The research will then be concluded and summarised. Limitations to the study will be discussed as well as recommendations for further study on the topic. Communication plays an important role when trying to build mutual beneficial relationships between the various stakeholders. The results in this research bring to the conclusion that effective communication is needed to enhance and develop netball to ultimately become a professional sport.

Sports have become economic activity. Marketing, especially marketing communication has played an important role in its shift from pure nonprofit basis to more commercial character. The thesis examines development of communication in one of the sports, athletics (track & field) in the Czech Republic (CR). In terms of narrow approach to marketing in sports it focuses on these subjects - Czech athletic federation, meetings in the CR, Czech athletes. It analyzes level of communication, suggests solutions to improvement of athletics` status in the Czech Republic using promotion. It is one of the first sources of marketing communication in given sports branch.

[pt] Esta tese se propõe a refletir sobre o papel das mídias no acesso e no incentivo à prática de esportes competitivos por parte de jovens atletas no Brasil. Argumenta-se que, em períodos próximos à realização de cada edição dos Jogos Olímpicos, os meios de comunicação costumam exaltar a necessidade de obtenção de mais apoio ao esporte, desde os anos iniciais da prática, porém, não sustentam esta posição com ações efetivas durante os anos que os sucedem. A mídia (ou a visibilidade midiática) é observada no contexto da construção, da implementação e da manutenção de projetos políticos, culturais e sociais que, por sua vez, afetam projetos de indivíduos ou grupos específicos; ao fazer parte de ações coletivas junto a outros atores sociais, chama atenção o papel da visibilidade midiática na obtenção de resultados positivos em termos de reconhecimento institucional, financiamentos, incentivos e oportunidades em geral provenientes do poder público, da iniciativa privada e da sociedade como um todo. Representação midiática e representatividade social, portanto, são aqui considerados temas bastante interligados. O problema da pesquisa foi identificado a partir de um trabalho de campo preliminar, acompanhando o dia a dia de treinos e competições da natação de base do Rio de Janeiro, e, também, de uma análise realizada em mídias diversas, entre veículos de comunicação de massa, websites e redes sociais de instituições gestoras deste esporte, além de materiais de comunicação inerentes aos clubes esportivos locais – todos, explicitados ao longo do estudo, onde também se procura enfatizar: (a) sua fundamentação teórica em trabalhos sobre a construção social e midiática do conceito contemporâneo de juventude (Groppo, 2000; Pais, 2003; Rocha e Pereira, 2009), e no que é referenciado como a política cultural do esporte (Carrington, 2009), (b) sua possível contribuição no sentido de ampliar o campo das pesquisas brasileiras dedicadas às relações entre a comunicação e os esportes (Helal e Mostaro, 2020), e (c) seu potencial para colaborar, pelo viés dos estudos de mídia, com a construção de políticas públicas e privadas que incentivem e ampliem a prática de esportes competitivos - e da natação, em especial – por jovens atletas, no Rio de Janeiro e no Brasil. A metodologia utilizada se inspira nas propostas de (auto)etnografia analisadas por Carrington (2008) e Pereira (2019), e na construção de questões de pesquisa a partir da noção de artesanato intelectual descrita por Mills (1975). A ideia de realizar uma pesquisa complementar nos Estados Unidos surgiu a partir do trabalho de campo preliminar no Brasil, quando este país foi unanimemente citado, em entrevistas e conversas informais com integrantes do meio da natação competitiva, como referência na formação de atletas de base. Os achados deste estudo apontam para a contribuição da mídia em três esferas principais: 1) facilitar o acesso de jovens à prática esportiva; 2) estimular a continuidade do atleta no esporte competitivo; e 3) divulgar e incrementar o ambiente de suas competições. / [en] This research aims to reflect on the role of the media in facilitating access and encouraging the practice of youth sports in Brazil. When it comes the time for new editions of the Olympic Games, the Brazilian media tends to highlight the importance of supporting youth sports, however, it does not sustain this position with effective actions throughout the years that succeed them. I also argue that the media, or media visibility, has a very important role in major political, cultural and social projects that, consequently, affect specific projects of individuals or particular social groups; by taking part in collective actions that involve other social actors, media visibility is vital for building a favorable context for obtaining positive results in terms of institutional recognition, funding, incentives and opportunities in general coming from the public authorities, from the private sector, and from society as a whole; so, media representation and social representativeness are here considered as closely intertwined topics. The research problem was identified from a preliminary fieldwork carried out on daily basis in Rio de Janeiro s youth swim teams practices and meets, besides an analysis of different types of media, among mass communication, websites and social media of swimming federations, and communication materials inherent to such teams - all will be described throughout this text, which also aims to emphasize: (a) its theoretical approaches considering youth studies and the mediatization of the concept of youth (Groppo, 2000; Pais, 2003; Rocha e Pereira, 2009), and also on what I refer to as the cultural politics of sports (Carrington, 2009), (b) its possible contributions in the task of expanding the Brazilian field of academic studies dedicated to the relations between communication and sports (Helal e Mostaro, 2020), and (c) its potential to collaborate, through media studies, with public and private policies meant to encourage and expand the practice of competitive sports - and swimming, in particular - by young athletes, in Rio de Janeiro and in Brazil as a whole. The methodology is inspired by the ideas of (auto)ethnography proposed by Carrington (2008) and Pereira (2019) and based on the notion of intellectual craft described by Mills (1975). The idea of carrying out a complementary research in the United States arose from the aforementioned preliminary fieldwork, where the country was unanimously mentioned, in interviews and informal conversations with members of the Brazilian competitive swimming scene (coaches, athletes of all ages and their family members) as a reference when it comes to youth sports, and youth swimming in particular. The research findings point to the media s contribution in three main spheres: 1) to facilitate the access of young people to competitive sports practice; 2) to encourage young athletes to invest in the sport; and 3) to publicize and improve the environment of its meets and tournaments.

The main objective of this thesis are proposals to improve the communication mix of college hockey club Cavaliers Brno based on analysis and evaluation of current communication mix of the organization. The theoretical part describes the theoretical background associated with that issues. The second part focuses on the characteristics of the company, SWOT analysis and especially current communication mix, which covers the last part of the work developed proposals to improving the current situation.