The Use of Multiple Format Strategy to Promote Football Club Media Activities

Student: Strashnova Anastasia

Educational Programme: Journalism (Bachelor)

Final Grade: 9

Year of Graduation: 2019

The study examines the media strategies of seven football clubs. Moreover, some recommendations have been made to improve the strategies. In the theoretical part of the research is made up of the scientific literature analysis on the social networks, the globalization, media formats and content promotion. In the practical part of the research, the strategies of five professional and two unprofessional football clubs are considered, recommendations for the development of existing strategies are made, and a typology of the audiences is given. The research proves that the football club has the opportunity to create a strategy to promote media activities and events through accessible platforms (social networks, website, fan base, YouTube, advertising, electronic applications).

Full text (added May 5, 2019)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses