UNIVERSITÀ DEGLI STUDI DI PAVIAFACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE,

GIURISPRUDENZA, INGEGNERIA, ECONOMIACORSO DI LAUREA SPECIALISTICA INTERFACOLTÀ IN

EDITORIA E COMUNICAZIONE MULTIMEDIALE

SE VINCI SEI VISIBILE, SE PRATICHI…?

Il caso della pallavoloRelatore:Prof. Mario DossoniCorrelatore:Prof. Fabio Muzzio

Michela PoggiMatr. 367888/29

Anno Accademico 2010-2011

RECENT SUCCESSES

….NOW?

THE PAST1970- The beginning

1978 - Men’s World Campionship

1989 - Men’s European Volleyball Campionship

1990 - Men’s World Campionship

VOLLEYBALL AND MASS MEDIAIN THE PAST

Audience’s interest

Media’s interest growing

Conflictual relationship

Caused by volley and media

VOLLEYBALL AND ITS PROBLEMS

Matches’ rules

Difficulty in place in the palimpsest

Decrease in volleyball on TV

Decrease in volleyball on media

VOLLEYBALL AND TV

RELATIONSHIP

A few games because of the length of matches

Sudden interruption of the transmission

Low interest

VOLLEYBALL AND NEWSPAPERS

RELATIONSHIP

Volleyball’s news in the linked short

Low interest, only for victories

Megazine (SuperVolley)

VOLLEYBALL AND RADIO

RELATIONSHIP

Few programe deladed with volleyball

Increase only at the victory of European and World '89/‘90

Differences between national radio and local radio

VOLLEYBALL AND MASS MEDIACHANGES

PALLAVOLO AND MASS MEDIACHANGES

Avaibable touch volleyball net

“Libero”’s introduction

Rally Point System

TV AND VOLLEYBALL

Miked referees

Miked time-out

Net cam

Technical commentsTechnical board

TV AND VOLLEY NOWADAYS

Declining subscriptions

Help of The Lega denied

THE END OF VOLLEY?

THE RESEARCH• OBJECTIVES:

Evaluate the level practitioners’ search of volleyball’s content

Evaluate the views of practitioners on the volleyball’s visibility on media

• METHODOLOGY:

QuestionnaireUnder 14

Over 15

• RESULTS: Sport loved beyond the professionalsNeed more volleyballProblems at local level (Riso Scotti Volley)

RISO SCOTTI’S CASE

• NEW CLUB’S OBJECTIVES:Increase the society’s knowledge in new types of publicAttract new audenciesImprove the corporate image

Increase the local volleyaball’s movement

• METHODS:Publicity on mass mediaPublic relationsPromotionMerchandising Relationship with sponsors

Apprentices ask volleyball on

media

Volleyball on media attracts

new apprentices

New apprentices

growing

SOLVING

CONCLUSION

MORE VOLLEYBALL AND NOT ONLY VICTORIES

CONTENT FOR FAMILY

INCREASE VOLLEYBALL MOVEMENT

AMPLIFIERSSPORTS ACTIVITIES

VOLLEYBALL