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Ask an Expert - Are American Fan-Based Businesses at Risk for Decreased Revenue?
Modern fandom, according to Mike Lewis, is about having a passion for something—a sports team, entertainer, politician, fashion brand, a university—something. Lewis, professor of marketing and faculty director, Emory Marketing and Analytics Center (EmoryMAC) and host of the podcast, Fanalytics, considers fandom important because what people are fans of defines a modern culture. We can laugh at the sports fan with the painted face and the open shirt and the spikes on the sleeves, but the reality is, the traits that drive that level of enthusiasm and commitment are the traits that change the world outside of the arena. Mike Lewis, professor of marketing and director of EmoryMAC To better understand modern fandom and its effect on culture, Lewis, along with Yanwen Wang, Associate Professor of Marketing and Behavioral Science, and Canada Research Chair in Marketing Analytics, University of British Columbia, created EmoryMAC’s “Fandom Analytics Initiative.” The Fandom Analytics Initiative’s first report, Next Generation Fandom Survey, Generation Z: The Lost Generation of Male Sports Fans, published in September 2021, examines the results of a national survey the initiative commissioned. Nearly 1,400 people across four demographic groups—Generation Z, Millennials, Generation X and Baby Boomers—participated in the survey. Is Gen Z the Lost Generation of Male Sports Fans? The results reveal a somewhat troubling trend: Generation Z males (those born between 1990 and 2010) “seem to be increasingly indifferent and negative to traditional sports,” Lewis and Wang write in their report. “Generation Z’s relative lack of passion for sports and other categories is troubling for fandom-based businesses and a curiosity for those interested in the state of American society.” While only 23 percent of Generation Z defined themselves as “avid sports fans,” 42 percent of Millennials did, along with 33 percent of Gen Xers and 31 percent of Baby Boomers. Perhaps even more revealing is the percentage of respondents who considered themselves “anti-sports fans”—a startling 27 percent of Generation Z tagged themselves as “anti-sports” compared to 7 percent of Millennials, 5 percent of Gen X, and 6 percent of Baby Boomers. “That was unexpected,” says Lewis, who thought Generation Z would line up similar to Millennials, given that both groups are digital natives. “I’m still more and more surprised at how different Generation Z is than Millennials and, frankly, everyone else.” When Lewis and Wang took a look at the differences between male and female Generation Zers, things got even more interesting. In traditional sports categories (football, basketball, hockey, baseball, soccer), more Generation Z females defined themselves as “avid sports fans” than did their male counterparts. When it came to football, 20 percent of both Generation Z males and females described themselves as avid fans (the lowest percentage of all the demographic groups). But in every other traditional sport, Generation Z “avid sports fan” females outnumbered males by a discernable margin. Only when it came to eSports did Generation Z males outnumber Generation Z females. “I think there’s a very deep issue going on,” says Lewis. “Something fundamental has shifted.” The survey included questions about fandom-related psychological traits, specifically, community belonging and self-identity. On both, Generation Z males scored lower than Millennials. “The findings related to sports are particularly germane from a cultural perspective,” states the report. “Part of the lack of Generation Z fandom is due to younger individuals having less intense feelings of group belonging in general.” Beyond the Playing Field, How Does Loyalty Shine? While the report doesn’t take a deep dive into the psychology behind Generation Z’s fandom differences, it does note that Generation Z came of age during a time of “ubiquitous social media, dramatic demographic changes, and a hyper-partisan political environment,” they write. “These dramatic changes may fundamentally alter how members of Generation Z engage with cultural industries.” Overall, Millennials were shown to have the “highest preference across all sports,” according to the report. Millennials are not only willing to watch games, but they also enthusiastically wear team gear. Baby Boomers are up for watching games but are less interested in following teams on social media. As it turns out, note the authors, Generation Z isn’t totally disconnected. Across the entertainment categories, Generation Z is similar to other generations. “Sports fandom is the outlier,” they state. In addition to sports, Lewis and Wang looked at six other fandom segments: new and now celebrities, social justice culture, athletic excellence, old school personalities, brand fanatics, and Trump Fans. Lewis points to the fact that whatever one thinks of Donald Trump, he does generate fandom. “That passion for whatever it is—sports, politics, movies, music—that’s really what drives the world,” says Lewis. Because of its importance, fandom is, notes the study, “increasingly actively managed,” whether to garner viewers, money, or votes. Recent trends such as streaming across devices, the ubiquity of social media, an increase in demographic diversity (not to mention a once-in-a-lifetime pandemic), have affected mainstream sports and entertainment. As a result, Lewis believes it’s important to study how fans are changing across generations. Leagues, teams, networks, studios, celebrities, and others need to understand why there is less engagement to formulate strategies for acquiring the next generation of fans. Authors Mike Lewis and Yanwen Wang As sports leagues and teams see more growth opportunities with women and increasingly diverse fan bases, Lewis wonders if some sports teams may alienate their current fan bases by marketing to non-traditional groups. “If you’re a league or a team, you’ve got a real dilemma at this point,” he explains. “If the NFL wants positive press, it has to market to the non-traditional fan segments. If they do that, are the traditional fan segments going to be less interested? Perhaps.” EmoryMAC’s research on fandom in the modern age is ongoing. A study into how eSports’ fandom differs from traditional sports fandom is also in process—as is research on how younger demographic groups see colleges and universities as institutions worthy of fandom. EmoryMAC will continue to make data and insights available on its fandom analytics website. “Looking at the fandom and passion of young groups now will tell you a lot about what the world will look like in 20 years,” says Lewis. I suspect that the era of sports being a mass marketing product and also a cultural unifier is probably going to end. Mike Lewis While that strikes Lewis as sad, he and EmoryMAC are merely following the data. “It may be the reality of where this is going,” he adds. If you're a reporter looking to know more - then let us help. Professor Michael Lewis is an Associate Professor of Marketing at Emory University’s Goizueta Business School. In addition to exploring trends in the overall marketing landscape, Lewis is an expert in sports analytics and marketing. He is available for interview - simply click on his icon to arrange a discussion today.
Georgia Southern University was selected as a finalist for the Chapter of the Year awarded by Student Veterans of America (SVA), an organization focused on advocating for and advancing resources for veterans in higher education. The University has SVA chapters on the Statesboro Campus and Armstrong Campus in Savannah, both of which were recognized with the award. “I am so proud of both of our SVA Chapters,” said Col. George Fredrick, Ed.D., director of Military and Veteran Services. “They offer truly outstanding support to our military-connected student population at Eagle Nation.” While this is the first time Georgia Southern has been a contender for this acknowledgement, the University has a tradition of being recognized for its investment in the military community. The Army ROTC program was established in 1980, and has won the MacArthur Award four times since 2009 for being one of the nation’s top ROTC programs. The Military Times publication named Georgia Southern as a Top 15 Best for Vets 4-year school for five consecutive years, including in 2019 when the University was ranked No. 1. Because the University operates near Hunter Army Airfield in Savannah and Fort Stewart in Hinesville, a number of students, faculty and staff are enlisted, retired or spouses of military members. Richelle Keilholz, Ed.D., is the staff advisor for SVA-Armstrong, and she believes this makes the campus community and military community deeply intertwined. “They become part of the campus culture, and I think that’s where you start to see that excellence comes when you have that kind of devotion,” said Keilholz. “You want to see our military service members, our family members and our spouses succeed in the military community and in higher education.” Georgia Southern’s relationship with veterans isn’t common among other universities, said military veteran project coordinator Rudy Duero. Many veterans feel overlooked and are an “untapped resource,” but not at Georgia Southern. “It’s awesome to have a group of individuals at the executive level who care and respect the opinions of the veteran students,” Duero said. “Veterans are being heard and they know that they’re being heard when they have good leadership representing them. The communication is always open.” Georgia Southern is one of five schools to be named a finalist for the award. The University sent a delegation to Orlando to attend the awards ceremony on Jan. 7. Academic and financial resources for veterans looking to pursue a degree can be found here. And if you’re a journalist looking to cover how Georgia Southern is working to support our veterans and the university’s military veteran project – then let us help. Rudy Duero is available to answer your questions - simply reach out to Georgia Southern Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Georgia leaders to speak as part of Georgia Southern’s 2022 MLK Jr. commemorative events
Rev. Francys Johnson, J.D., (‘01) and Amir-Jamal Touré, J.D., will serve as speakers during Georgia Southern’s 2022 Martin Luther King (MLK) Jr. Celebration Dinners on Jan. 25 in Statesboro and Jan. 26 on the Armstrong Campus in Savannah, respectively. Johnson is a civil rights attorney, public theologian, educator and advocate who succeeded Stacey Abrams and Raphael Warnock as chair of the New Georgia Project. Johnson will speak at the MLK Celebration Dinner on Jan. 25 at 6 p.m. in the Nessmith-Lane Center Ballroom on the Statesboro Campus. Touré is the resident scholar for Geechee Kunda Cultural Center and Museum in Riceboro, Georgia, and a Djeli (chronicler of Gullah Geechee history). He has performed internationally in sharing history and culture and is known for his work in socioeconomic, politics and social justice areas. Touré will speak on Jan. 26 at 6 p.m. in the Student Union Ballroom on the Armstrong Campus in Savannah. During the celebration dinners, the Office of Multicultural Affairs (OMA) will hand out inaugural Drum Major of Justice Awards, which will be given to student leaders and student organizations that OMA leadership determine best exemplify MLK’s commitment to social justice. In addition to the evening events, student, faculty and staff volunteers will join OMA and Office of Leadership and Community Engagement for a weekend of community service from Jan. 15 through Jan. 17 as part of the Eagles in Action: MLK’s Legacy of Service initiative.
Expert available to discuss Holmes trial verdict
Elizabeth Holmes, founder of the failed blood testing start-up Theranos, was found guilty Monday of four of 11 charges of fraud, after a closely watched trial that lasted nearly four months. A jury determined that she deliberately misled investors. Todd Haugh, associate professor of business law and ethics and the Arthur M. Weimer Faculty Fellow in Business Law at the Indiana University Kelley School of Business, is available to comment on the verdict and future sentencing. Haugh’s research focuses white collar and corporate crime, business and behavioral ethics, and federal sentencing policy, exploring the decision-making processes of the players most central to the commission and adjudication of economic crime and unethical business conduct. He can discuss: • The size of the potential sentencing and the calculation the judge will make in determining it (the statutory maximum is high -- 20 years; the sentencing guideline will be very high -- maybe life imprisonment; but the actual sentence will be much, much lower); • The impact the acquitted conduct will have on the sentence (none -- the law allows the judge to consider all conduct, even counts she was acquitted of) • The impact of Holmes going to trial versus pleading guilty (significant because she loses cooperation credit, for example); • The larger business ethics and compliance implications of the case, which Haugh believes are significant, given the high profile nature of Theranos and Holmes, the culture of Silicon Valley, and the rarity of a criminal trial in a case like this); Haugh can be reached at thaugh@indiana.edu and 812-855-6539
Is it better to give than receive? Our expert explains the science behind holiday gift giving
It's the holiday season -- full of merriment and cheer and gift giving. But why do we give gifts? And why is it a ritual that cuts across cultures on just about every continent on Earth? UConn professor Dimitris Xygalatas, an expert in human rituals, details the social science behind the centuries old tradition of exchanging gifts in a new essay for The Conversation: From the shells exchanged by Pacific islanders to the toys and sweaters placed under Christmas trees, sharing has always been at the center of many ritual traditions. This is fundamentally different from other forms of material exchange, like trade or barter. For the Massim, exchanging a shell necklace for a shell armband is not the same as trading yam for fish, just as giving a birthday present is not the same as handing a cashier money to purchase groceries. This speaks to a more general rule of ceremonial actions: they are not what they appear to be. Unlike ordinary behaviors, ritual actions are nonutilitarian. It is this very lack of obvious utility that makes them special. Professor Xygalatas is an anthropologist and cognitive scientist at the University of Connecticut who specializes in some of the things that make us human, including ritual, sports, music, cooperation, and the interaction between cognition and culture. He is available to speak with media, answering all your holiday ritual questions. Click on his icon to arrange an interview today.
Opinion: Artists, influencers key to successful public health messages re: COVID
Can the artists and culture-bearers among us help move people who are unvaccinated to action? That’s the hope of a new initiative from the Centers for Disease Control and Prevention (CDC) to build vaccine confidence across the country. Read more from Jill Sonke in her op-ed in the Atlanta Journal-Constitution.
Experts in the Media – Learn how UMW is doing its part to preserve Indigenous history
The members of Virginia’s Rappahannock and Patawomeck tribes can trace their roots back to the times before the first European contact. For hundreds of years, their people fished the rivers and inhabited the area near the Potomac and Rappahannock rivers. It was a rich history and today the efforts to preserve the stories and records of those times are being bolstered by UMW students and faculty. The work was recently featured in a piece by NBC-4 in Washington, D.C. Professor Lauren McMillan and her students are helping with that mission. King George County economic development officials approached her with an idea to create a Native American heritage trail, hopeful that it would drive ecotourism and draw visitors to public access points. “The first step that we did was say we need to consult with the tribes whose stories we’d be telling," McMillan said. Then the class did a deep dive. "We then started diving into the archives, the historical records, oral histories and the archaeological record as well,” McMillan said. They’ve created signs that will go up in seven different locations in King George. Each one tells a different story about the local tribes, spotlighting the past and present. “When you learn Virginia history, you learn about a lot of stuff that happened in Jamestown and that’s kind of the last place you learn about Indians in Virginia history, but we've been here all along,” Brad Hatch, a member of the Patawomeck Tribe, said. “We’ve been preserving our own culture and heritage and it's here for everybody to see." The students worked hard to put that heritage and culture on full display. They also envision their project inspiring others to do some research of their own about Virginia’s first residents. December 07 - NBC News Indigenous history is a fascinating topic – and one being covered more and more by media. And if you’re a reporter looking to know about the work UMW is doing with of the Rappahannock and Patawomeck tribes or other topics – then let us help. Lauren McMillan is the University of Mary Washington's resident historical archaeologist and an expert on middle-Atlantic American history. Dr. McMillan is available to speak with media – simply click on her icon now to arrange an interview today.
On Rethink What’s Possible, a podcast by Milwaukee School of Engineering, MSOE students, faculty, staff, alumni and community partners share their inventions, research, industry trends, projects, experiences and how they’re rethinking what's possible. Episode Two, “Erasing the Stigma of Mental Health,” features industry experts Dr. Carol Sabel, MSOE School of Nursing chairperson, and Sue McKenzie Dicks, vice president of healthy culture at Rogers Behavioral Health. The pair discusses the importance of mental health with recent MSOE graduate Jake Egan, who shares his own personal mental health journey and how he dealt with juggling an intense academic workload and a variety of internships. According to the National Alliance on Mental Illness, trying to tell the difference between what expected behaviors are and what might be the signs of a mental health condition isn’t always easy, but identifying a problem early can help lead to the best outcome. The U.S. has the highest rates of mental health disease (27%) as compared to any other industrialized country. One in five adults suffer from some sort of mental health illness and 3.3 million children ages 6-17 receive treatment or counseling for emotional or behavioral issues. The stigma surrounding mental health care is beginning to subside, and more individuals are seeking care. By 2025, the demand for mental health services is expected to outpace supply by 10,000—and in the U.S. 60% of psychiatrists are 55 or older. Our nation is facing a shortage of mental health care providers. In a move to address the shortage of mental health care providers in the United States, Dr. Carol Sabel and the MSOE School of Nursing partnered with Rogers Behavioral Health to offer a Psychiatric Mental Health Nurse Practitioner Program (PMHNP). This innovative new program, coupled with educating nurses at the bachelor’s and advanced practice levels in the area of mental health, is increasing the pipeline of qualified mental health professionals. The podcast is available for download and well worth listening to. And, if you are a journalist interested in learning more or arranging an interview with Dr. Carol Sabel – simply click on her icon now to arrange an interview today.
Squid Game: why you shouldn’t be too hard on translators
By David Orrego-Carmona Squid Game has recently become Netflix’s biggest debut ever, but the show has sparked controversy due to its English subtitles. This occurred after a Korean-speaking viewer took to Twitter and TikTok to criticise the subtitles for providing a “botched” translation, claiming: “If you don’t understand Korean you didn’t really watch the same show.” Only this year, Squid Game, Lupin, and Money Heist – all non-English originals – have consistently been at the top of Netflix’s most-watched shows globally. This growing popularity of productions in languages other than English and streaming platforms investing more in them has led to an increase in the visibility of the work of translators. When it comes to translating films and series, subtitling and dubbing are the most common forms of translation. Subtitles show the dialogue translated into text displayed at the bottom of the screen; while in dubbing, the original voices of the characters are replaced with voices in a new language. Translation is not new to viewers, but the instant, almost frictionless access to different language versions of the same film or show definitely is. Streaming platforms allow viewers to swiftly change from watching a film with subtitles to listening to the dubbed version or the original. This creates an opportunity for viewers to compare the different versions. Why do originals and translations differ? Just because the translation doesn’t say exactly the same as the original, it doesn’t mean it’s wrong. Films and TV series are packed with cultural references, wordplay and jokes that require changes and adaptation to make sure what’s said and seen on screen makes sense across languages. Making allowances and adapting what’s said are common practices in translation because, otherwise, the translators would need to include detailed notes to explain cultural differences. Consider the representations of washoku (traditional Japanese cuisine) which are so beautifully embedded in Studio Ghibli films. While additional explanations about the significance of harmony, kinship and care represented in the bowls of ramen in Ponyo or the soft steaming red bean buns in Spirited Away could be interesting, they might get in the way of a viewer who just wants to enjoy the production. Professional translators analyse the source content, understand the context, and consider the needs of the variety of viewers who will be watching. They then look for translation solutions that create an immersive experience for viewers who cannot fully access the original. Translators, similarly to screenwriters and filmmakers, need to make sure they provide good, engaging storytelling; sometimes that implies compromises. For instance, some original dialogue from season two of Money Heist uses the expression “somanta de hostias”. Literally, “hostia” means host – as in the sacramental bread which is taken during communion at a church service. But it is also Spanish religious slang used as an expletive. Original: Alberto, como baje del coche, te voy a dar una somanta de hostias que no te vas ni a mantener en pie. Literal translation: Alberto, if I get out the car, I’m going to give you such a hell (hostia) of a beating that you won’t be able to stay on your feet. Dubbed version: If I have to get out of the car, I’m gonna beat you so hard you don’t know what day it is. Subtitles: Alberto, if I get out of the car, I’ll beat you senseless. The dubbed version of the dialogue adopts the English expression “to beat someone”. The subtitled version uses the same expression but offers a shorter sentence. The difference between the two renderings reflects the constraints of each form of translation. In dubbing, if the lip movements don’t match the sound, viewers often feel disconnected from the content. Equally, if subtitles are too wordy or poorly timed, viewers could become frustrated when reading them. Dubbing needs to match the duration of the original dialogue, follow the same delivery to fit the gesticulations of the characters, and adjust to the lip movements of the actors on the screen. Subtitles, on the other hand, need to be read quickly to keep up with the pace of the film. We talk faster than we can read, so subtitles rarely include all the spoken words. The longer the subtitle, the longer the viewer will take to read it and the less time they will have to watch. According to Netflix policies, for example, subtitles can’t have more than two lines and 42 characters, and shouldn’t stay on the screen for longer than seven seconds. Additionally, in the above example, the translations do not reflect the reference to religious slang, typical of Spanish culture. Rather than fixating on this reference and assuming it is an essential part of the dialogue, a good translator would consider what an English-speaking character would say in this context and find a suitable alternative that will sound natural and make sense to the viewer. New rules of engagement It is encouraging to see that some viewers are so devoted to the content they watch: foreign films and TV shows help promote cultural understanding and empathy. But not all viewers act in the same way and the solutions provided by the translators need to cater to everyone who decides to watch the show. This leads to different viewing experiences, but it only reflects the reality of watching any culturally charged product, even in our own languages. In English, for instance, consider all the references and nuances that a British viewer could miss when watching an English-language film produced in South Africa, Jamaica or Pakistan. Translators do not blindly look for literal translations. On the contrary, in the translation profession, hints of literal translation often signal low-quality work. Translators focus on meaning and, in the case of films and series, will endeavour to provide viewers with a product that will create a similar experience to the original. The case of Squid Game has been instrumental in bringing discussions about translation to the fore. Of course there are good and bad translations, but the main gain here is the opportunity to debate what determines this. Through such discussions, viewers are becoming more aware of the role and complexities of translation.
Georgia Southern University Museum reopens just in time to celebrate Earth Sciences Week
After nearly three years and following extensive architectural renovations, the Georgia Southern Museum, one of the longest-standing educational centers on the University's Statesboro Campus, has reopened. "It has been a long project, but well worth the journey," said Georgia Southern Museum Director Brent Tharp, Ph.D. "The upgraded facility and newly designed galleries represent a new era for the museum. Visitors will still find old friends, like the mosasaur, but exhibited in new more exciting ways, and will make new discoveries with never before exhibited artifacts in expanded permanent exhibits preserving the area's culture. We are really excited to be back open to the public." The Georgia Southern Museum serves as the premier institution interpreting the natural and cultural history of Georgia's coastal plain. The museum displays permanent exhibits and changing exhibits curated by the University's faculty and students, and provides a place where researchers can explore its collections and students of all ages can learn. As part of its reopening celebration, the Museum will recognize Earth Sciences Week with events featuring social media videos and interactive displays by Georgia Southern students, faculty and alumni. Highlighted events for Earth Sciences Week include: Oct. 12 - Earth Observation Day Oct. 13 - National Fossil Day Oct, 14 - Geoscience for Everyone Day Oct. 15 - Geologic Map Day Oct. 16 - International Archaeology Day Admission to the museum is $4 per person; however, for a limited time the museum also will accept donations for admission. Children 3 years of age and younger, museum members, and Georgia Southern students receive free admission. If you’re a journalist looking to cover Earth Sciences Week or talk to any of the many experts at the museum – then let us help. The researchers behind this study are available, simply reach out to Georgia Southern Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.