University of Technology Sydney

57207 Sports Media

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2024 is available in the Archives.

UTS: Communication: Journalism and Writing
Credit points: 8 cp
Result type: Grade and marks

There are course requisites for this subject. See access conditions.


In this capstone subject, students harness their skills and knowledge to produce a significant project of journalism and/or public relations. Students drawn to the public communications side of this hybrid subject need to demonstrate a deep understanding and practical application of areas such as audience strategy, content marketing and crisis management. On the journalism side, they are able to explore and use a wide variety of methods and media, including emerging areas of practice, to produce the high-end work at the centre of their project. With the assistance of a UTS or industry mentor, students are required to pitch the project's concept for approval before undertaking rigorous research, reporting and editing (and related tasks) before the presentation of their final work to a panel of industry professionals.

Subject learning objectives (SLOs)

a. Analyse key concepts in the working relationship between journalists and public relations professionals
b. Examine the nexus between sports marketing and journalism
c. Describe current communications strategies in sport
d. Build an industry-ready major work

Course intended learning outcomes (CILOs)

This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:

  • Possess an advanced understanding of the professional skills and techniques in contemporary sports media practice (1.1)
  • Apply a high level of initiative to create content using multiple techniques and within industry accepted frameworks of accountability (1.2)
  • Be reflexive critical thinkers and creative practitioners who are intellectually curious, imaginative and innovative (2.1)
  • Reflect critically on the professional practice of contemporary sports media (2.2)
  • Develop and maintain collaborative networks, contacts and linkages within industry bodies and across disciplines (5.1)
  • Demonstrate skills in engagement to enable effective communication with multiple stakeholders, using traditional and emerging techniques (6.1)

Teaching and learning strategies

The subject follows a student based research model requiring a high level of independence, and replicating a workplace environment. During the session students will identify a key industry-related issue before developing an industry-ready piece of in-depth journalism or communication strategy.

Students are expected to harness their experiences and knowledge developed in prior subjects to exhibit capabilities in researching, investigating, analysing and developing a final work. Initially there will be face-to-face sessions with the lecturer/tutor to enable students to evaluate their own strengths and weaknesses before preparing their project pitch.

Meeting key milestones throughout the session is key and will be measured by a pitch report, the keeping of an electronic diary, and project updates. Students also engage in a series of structured seminars, incorporating supervised and group sessions. These are conducted through the session to help establish the project, review progress, resolve problems, report on project findings, and jointly reflect on the research process.

Content (topics)

This subject prepares students to design a major sports-specific communication project that shows an in-depth understanding of the pressures faced by governing bodies in controlling their key messages while allowing interaction between stakeholders such as fans, sponsors, media and the greater public.

Current issues such as homophobia, racism, gender imbalance, sports transitioning, security, gambling and doping will be discussed providing a backdrop from which students can select an issue, or issues, they will focus on for their major work.


Assessment task 1: Major work strategy brief


a, b and c

Weight: 20%

800 words

Criteria linkages:
Criteria Weight (%) SLOs CILOs
Relevance of issues 20 b 1.1
Depth of analysis 35 a 2.1
Integration of historical links of the issue to sport 30 c 2.2
Clarity of expression and accuracy of referencing 15 c 6.1
SLOs: subject learning objectives
CILOs: course intended learning outcomes

Assessment task 2: Mid-point major work


a, b, c and d

Weight: 30%

1000 words

Criteria linkages:
Criteria Weight (%) SLOs CILOs
Relevance of interviews and level of inquiry achieved 30 b, c 5.1
Usefulness of research in informing analysis 30 b, c 1.2
Feasibility of the plan and structure for project development 25 a, d 1.1
Clarity of expression and accuracy of referencing 15 c 6.1
SLOs: subject learning objectives
CILOs: course intended learning outcomes

Assessment task 3: Major Work


a, b, c and d

Weight: 50%

Major work written component 3,500 words

Presentation 7 minutes

Criteria linkages:
Criteria Weight (%) SLOs CILOs
Significance of major work to current industry challenges 40 a, b 1.1
Usefulness of research in informing major work 40 c 5.1
Clarity of expression and accuracy of referencing 20 d 6.1
SLOs: subject learning objectives
CILOs: course intended learning outcomes

Minimum requirements

In this subject assessment tasks are cumulative so that each task builds understanding and/or skills, informed by formative feedback. Consequently, all assessments must be submitted in order for you to receive feedback. Students who do not submit all assessments will not pass the subject.


Bivens, R. K. 2008, ‘The internet, mobile phones and blogging’, Journalism Practice, Vol. 2, No. 1, pp.113-129.

Boyle, R. & Haynes, R. 2009, Power play: sport, the media and popular culture, 2nd edn, Edinburgh University Press, Edinburgh.

Cushion, S. & Lewis, J. (eds) 2010, The rise of 24-hour news television, global perspectives, Peter Lang, New York.

Dunlop, T. 2013, The new front page, new media and the rise of the audience, Scribe Publications, Brunswick

Eldridge, S. 2013, ‘Changing journalism’, Digital Journalism, Vol 1, No. 1, pp.172-173.

Hermida, A. 2010, ‘Twittering the news, the emergence of ambient journalism’, Journalism Practice, Vol. 4, No. 3, pp.297-308.

Manahan, M. 2015, ‘The future of sports journalism in a technologically driven world’, in Sport Techie, accessed 12 November 2016

Singer, J. 2003, ‘Who are these guys? The online challenge to the notion of journalistic professionalism’, Journalism Theory, Practice and Criticism, Vol. 4, No. 2, pp.139-68.