An evaluation of the communication effectiveness of water polo: a content analytic study in Greece Online publication date: Tue, 01-Dec-2009
by Yanni D. Afthinos, Pantelis Nassis, Nicholas D. Theodorakis
International Journal of Sport Management and Marketing (IJSMM), Vol. 7, No. 1/2, 2010
Abstract: The aim of the present study was twofold: to evaluate the communication effectiveness of specific modifications on water polo players' cap; to suggest new ways of further improving the communication of water polo. For the purposes of the study, content analysis was done of published photographs showing water polo teams in action during the 2004-2005 regular season of Division 1 of the Greek National League. The results showed that the sport's communication elements on the players' cap were not effective primarily due to the small size of the cap as it appears in the photographs, and to the angle from which the photos were taken. The study concludes by emphasising the need to improve the cap design and introduce a full swimsuit as a means to increase the area available for communication purposes, as well as by suggesting that the accredited photographers and mass media print and broadcast head shots of players in order to improve the sport's image and communication power.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook