Introduction
Sports journalism has been entirely reshaped by the supremacy of digital media over traditional. As Boyle (2012) argues, new technologies have “disrupted existing patterns and practices” inside sport reporting. This has pushed journalists into an “always-on” way of content creation, where they have to produce content for multiple platforms at the same time. This rapidly changing landscape has led to those reporting having to contend with one another more often for access and rights-holder control. But, more important major issues include athlete-driven media and instant content demand with live coverage. During this module, the pieces of work I have created have pushed me into struggles like these.
The octopus arms of digital media
Building on the ideas spoken about by Boyle of media disruption, the biggest and most notable shift I had during this module was multi-platforming. When completing the live commentary, we had to produce another piece of media to run alongside it. My piece was an Instagram reel, including a player v player goal contribution head-to-head. Due to how football works (my chosen sport), the team sheets are only announced an hour before Kick-off. There was then a scramble for me to create a graphic and script out my introduction to the commentary. My analysis of the lineup and players involved/missing. Boyle also speaks about this when he states “…in an age of 24/7 media output, and rolling deadlines, the ‘always on’ journalist covering sport … also has to be a blogger, a tweeter, and be able to file (or upload) copy for a range of platforms (print, online, mobile).”[2] To counter this, you must be prepared and, in this situation, for myself, preparing included the preparation of a motion graphic that could incorporate any attacking counterparts. And, when commentating live, I had the piece open and ‘ready to post’ before I had even begun.
Convergent Coverage

Beyond the challenge of producing multi-platform content under intense time pressure, I also tasked myself with engaging with media theory and influences further on journalistic and journalist behaviours. The Centre for Humane Technology (2021) [3] argue that modern communication and journalism work based on an “attention economy” where platforms compete against each other to capture and keep our focus and attention. This framework makes sense of the way in which modern publishers, such as ESPN, Sky Sports, The Athletic and CovFeed, rely increasingly on the highly visual, short-form and SEO driven approaches to dominate traffic, especially during games. The metaphor I use in my head is that the companies work similarly to pubs on a football matchday. Just as pubs try to attract fans with big screens and colourful signs outside the front door, each media outlet uses flashy visuals and viral content to grasp viewers.
The implications of being a loner
Press packs are a concept designed to help journalism be streamlined and simplified. They allow for information and quotes to be shared quickly and efficiently. However, in my experience they rarely support the solo journalist. As a student journalist, you are not held in the same regard as those working for a large company. During press conferences and media events, reporters collude in how they are going to ask questions and the angles they will take. However, when you are working alone, this then works as a barrier against you. 
Collaboration in journalism is, in its entirety, a double-edged sword. During a Coventry City FC u23 game during this semester, I had to learn this the hard way. I went alongside 4 other students who were on the MA Sport Journalism course. These students had collaborated before the event to produce a long plan and information packs together. The wealth of information they had with 4 people preparing this cast a shadow over mine. And, in an event that is already difficult enough to prepare statistics for, I was left struggling to keep up with them.
However, accountability in a solo reporting world is key to success. I learnt that beating the pack comes when you take matters into your own hands. You position yourself in every role and capitalise on your own strengths. Press packs can also lead to a lack of diversity of questioning and therefore creativity, narrowing the differences in how multiple news channels report on one event. 
Finding stories with limited access
Sourcing interviews quickly became a challenging aspect during my assignments. Especially when attempting to work solo. In today’s media, journalists have to build up a large and trusted contact book. Due to my youth in the sports journalism world, I am yet to build up a lot of close connections with players, managers, other journalists or management companies. This led to a large issue when attempting to write an article on a youth player. I attempted to contact the club, player and even the club owner for comment on the player’s current status; however, access very quickly became an issue due to the competitively controlled nature of the sports journalism world. 
Social media, however, became a vital means of contacting people during this period. I used Instagram, Facebook and Twitter to send direct messages to all of those involved in the story. Pantic and Onufriv (2021) spoke about this and the integration of sourcing interviews through social media. [4]
And, even though there were certain struggles throughout, learning to be rejected in sports journalism will certainly be a trait I will take forward with me. It has meant that I no longer feel discomfort in requesting access to a person or an event. 
Athlete-driven media
When talking about the evolution of media and sports journalism in particular, one must definitely look at athletes. All social media platforms now have differing ways for athletes to directly speak with their fans, announce any news relating to themselves, andd control the narrative surrounding them. And, even though this provides journalists with very off-the-cuff statements and quotes, it very much nullifies the need for a middleman. Athletes no longer rely on journalists to provoke their clubs, teammates or fanbases. I noticed this when attempting to contact Rio Adebisi. A player who has had a lot of ups and downs in his career, but is definitely not too broadly known. It is apparent that although he is not in the public eye, he as a player, prefers not to speak to traditional news outlets and uses his own social media platforms instead.
This has, however helped when creating my explainer, the ability to go on UFC fighter’s Twitter has allowed for my to gauge how they are feeling for upcoming events and get quotes which as a solo journalist I probably would not have access to.
Conclusion – the double-edged sword of modern journalism
When I reflect upon this module as a whole, it has taught me many lessons about the ins and outs of sport journalism. But also, that it is almost a political landscape where you must play your role and scratch backs. And, the rise of social media, multi-platform content and athlete-driven reporting has created a broad landscape for opportunity, but with obstacles and blockades. 
Press packs, collaborative strategies and traditional gatekeeping will help me along my journey in the future but simultaneously has the ability to hold me back. 
The evolution of the genre of journalism illustrates the reality we find ourselves in. On one hand, content being instant and rich with immediate statements and a diversity of platforms allows for fun and creative stories, but the expectation that comes with is from your audience has definitely transformed alongside it.

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REFERENCES

[1] Mcennis, S. (n.d.). Sports journalism and cultural authority in the digital age. https://cris.brighton.ac.uk/ws/portalfiles/portal/475621/sports%20journalism%20and%20cultural%20authority%20(008).pdf
 

[2] Boyle, R. (2012). Reflections on Communication and Sport. Communication & Sport, 1(1-2), 88–99. https://doi.org/10.1177/2167479512467978 

[3] Centre for Humane Technology. (2021, August 17). The Attention Economy. Www.humanetech.com. https://www.humanetech.com/youth/the-attention-economy
 

[4] Pantic, M., & Pomona, C. (2020). Journalism Practice in a Digital Age: Utilisation of Social Media in Online News IVANA CVETKOVIC. American Communication Journal Summer, 22(2). https://www.ac-journal.org/wp-content/uploads/2020/11/Journalism-Practice-in-a-Digital-Age-Utilization-of-Social-Media-in-Online-News.pdf?utm_source=chatgpt.com
 

[5] Athlete-Driven Media | EBSCO. (2024). EBSCO Information Services, Inc. | Www.ebsco.com. https://www.ebsco.com/research-starters/social-sciences-and-humanities/athlete-driven-media