Sports and Media in Germany:Historic Milestones and Key Facts about Football and Sports Media in Germany

托马斯·霍尔基



Sports and Media in Germany:Historic Milestones and Key Facts about Football and Sports Media in Germany

托马斯·霍尔基

Sport is one of the most important topics of mass media all over the world, with high figures on TV or radio, huge circulation ratings for newspapers, and dramatically rising page impressions or unique users in online media. Particularly, Football with the World Cup has a huge impact on the Germany society and sports journalism. In this contribution the history and development of Football in Germany is shown and underlined by data of the International Sports Press Survey 2011, a longitudinal analysis of TV broadcasts since 1994, and actual numbers of the German sports and media system. The 2014 final of the World Cup in Brazil between Germany and Argentina is described as the biggest media moment in German history.

Football; World Cup; Germany; International Sports Press Survey; History

0 Introduction

In the first sentence of his book about the reality of mass media, the famous German sociologist Niklas Luhmann(2009) wrote that “All we know about our society, even about the world we live on, we know through mass media.” Sport is one of the most important topics of mass media all over the world, with high figures on TV or radio, huge circulation ratings for newspapers, and dramatically rising page impressions or unique users in online media. Particularly, huge sporting events like the Olympics or Football World Cups generate massive coverage in all sorts of mass media and with that are examples for “media events” (Dayan & Katz, 1992). Some scientific scholars have even put sports journalism into the driver seat for all other departments of mass media, where upcoming developments like anearlywarningsystemfor journalism can be seen (Scholl & Weischenberg, 1998). So it seems quite important to understand how sport is transformed by mass media and how mass media is influenced by sports. To perceive and investigate this mediatization of sports and mass media, it is crucial to take a closer look at the development of sports and sports journalism in modern society.

1 History of Football World Cup Coverage in Germany

Many European societies areformed and influenced first and foremost by one type of sport: football. The traditional media sport of Germany has a huge impact on all parts of the society, predominantly through intensive coverage across all kinds of mass media (Boyle, 2006). The television broadcast with the highest ratings ever measured in Germany was the final of the 2014 Football World Cup in Brazil. Reaching a market share of 86.2% in Germany, an estimated 34.57mviewers on average saw the dramatic win of the German team over Argentina (Gerhard & Zubayr, 2014). In addition, about 10m people watched the match at public viewing spots all over the country, mainly outdoorsin front of big screens, making it clear that sports journalism reached about half of the German population (80.6m people) with its coverage of this football match. The list of the top ten most watched broadcasts in Germany is completely dominated by football: number two on the list is the broadcast of the 2014 semifinal of Brazil vs. Germany, which recorded 32.57m viewers on average and an 87.8% market share, while the third most watched broadcast was the 2010 World Cup in South Africa semifinal of Germany vs. Spain, which recorded 31.1m viewers on average for an 83.2% market share.

Table 1 All Time Top Ten of German TV

Figure 1 Social Media-Agenda Setting: Topic-Setting by Social Media (Horky& Grimmer, 2014, 223)

This massive enthusiasmfor football in Germany is based on a special history and developed after World War II and the end of the Nazi regime. At that time, German society faced a difficult political and social situation. With many homes and other important parts of Germany’s infrastructure destroyed, the 1954 World Cup was a nice theme, but not an important topic for public discussion in German society. Nobody talked about the tournament or the chances of the German team to win the tournament before it started, and the Hungarian team seemed unbeatable at the time. Germany lost its group match to Hungary, but recovered well and eventually went on to win the dramatic final match and become World Champions. That completely unexpected championship became a new starting point for German society after the war, initiating something like the birth of a nation and the beginning of a business miracle within the entire country. With this renaissance, the emotionally charged media coverage of the tournament was something like the glue bonding the new nation together.

In the1970s, Germany organizedits first big media and sporting events after the end of World War II with the 1972 Olympic Games in Munich and the 1974 World Cup held at various locations around the country. In this crucial time during the Cold War between the east and west, Germany was separated in eastern and western nations, giving these sporting competitions added intrigue. The sporting journalism in that era was heavily influenced by the political state of affairs, creating a quieter media situation in which journalists and commentators were very quiet and showed much less emotion, trying at once to keep calm and avoid adding fuel in the political(and sporting) fires of the day. Despite the emotionally charged political situation, that era saw perhaps the best German football team ever assembled. After a successful European Championship in 1972, many people expected the national team to bring home the 1974 World Cup title, and the team delivered. However, TV broadcasts of the event demonstrate hardly any emotion in the commentary. Indeed, the function of sports journalism at the time was to transmit the event via mass media to the public - nothing else. That time marked the beginning of many great careers in Germany sporting society, as many players of that 1974 Championship winning team still hold prominent roles in the upper echelons of German football.

In July 1985, there could be stated a break in football history in Germany: 17 year old tennis player Boris Becker won the Championships at Wimbledon, completely surprising the country and breaking many sporting enthusiasts out of their football obsessed reverie to focus on a new sport. Additionally, female tennis legend Steffi Graf started her unbelievable and lengthy career full of championships and accolades, and for the first time, another sport began to dominate mass media. One year before in 1984, Germany saw an explosion of mass media development with the start of the first private TV station, RTL, which began to build up a new kind of sports journalism that included entertainment content and an emotional element to the coverage. This was the beginning of a new competition for licensing rights for sports in TV, primarily seen in football and tennis, but later in Formula 1 and among in Germany popular winter sports.

The next big milestone in German football history was the 1990 World Cup, conducted shortly after the fall of the Berlin Wall and the reunification of Germany into a single nation, with luminous football legend Franz Beckenbauer leading the national team program. Beckenbauer was a pivotal figure on the team that won the title in 1974 before he became the manager of the team in 1990. He later went on to lead the Organizing Committee for the 2006 World Cup in Germany, although recent events end of 2015 have caused him some consternation, as new suspicions have emerged about the bidding process for that 2006 World Cup. This era was the beginning of professional sports management structures in clubs and leagues, with sports testimonials, dramatically growing salaries and increased transfer fees for football players around Europe. With its growing competition for license rights in sports, both public and private TV stations in Germany began to craft media sport as a new business model.

In 2006, Germany faced a ‘summer myth’(based on a popular phraseby the famous German poet Heinrich Heine) led by manager Jürgen Klinsmann and his team, although the team lost the semifinal to Italy, who went on to beat France in the final. The World Cup was more than a sporting event for Germany: the nation beamed with a new new pride, almost like(positive) patriotism or nationalism, and celebrated football as an event of the entire society. It was like a renewal of Germany asonenation. Like never before, people waved flags, wore the national colors, sang the national anthem, and enjoyed the massive event together with friends from all over the world. The entire nation seemed to make good on the official World Cup slogan: The world invited by friends. One proof of that development was the unexpected success of public viewing, with a record number 15m people watching the semifinal on big screens erected in public areas. In Germany, ten huge football arenas were especially built for the event, transforming the nation into a footballing superpower (including the traditional second class stadiums). Football in Germany now represents the second biggest spectator sports in the world, with an average of more than 40 000 fans watching every match, trailing only American Football, which reaches about 60 000 spectators per match.

The 2010 World Cup was the first major sporting event on African soil. Germany was in the same time zone as South Africa, so the German viewing public watched and celebrated each match live, frequently at public viewing spots. Additionally, the tournament was surrounded by an intensive debate on the so-called vuvuzela and the unbridled fan enthusiasm. In this understanding the event was a kind of unexpected force for the development of football event culture in Germany. Simultaneously, it was the birth of a now historic German team who lost again in the semifinals, this time to Spain. For the first time, Germany saw a big sports event through the lens of social media, which started to revolutionize the world of mass media in many fields a few years before. Many sports federations like FIFA and prominent sports personalities like FIFA President Josef (Sepp) Blatter set up accounts on Facebook and Twitter, and even the German team and German Football Association began to use social media as its direct communication to fans, circumventing traditional media with its direct-to-consumer information. Introducing new features with big data tools for use in sports journalism a new circulating and dynamic process of mutual influence of traditional media through social media was created in Germany. Based on coverage in traditional media, the increased speed and emotional content created new themes for traditional media outlets generated by scandals or rumors in social media. In general, this circulating process of “social media agenda setting” (see figure 1) gave rise to a new avenue for sports coverage (Horky& Grimmer, 2014).

2 Sports Journalism, Football, and the International Sports Press Survey 2011

On the other hand, traditional media outlets like newspapers still have a huge influence. The worldwide impact of football can particularly be seen in the coverage of print press. In 2011, theInternationalSportsPressSurvey(Horky&Nieland, 2013) presented some details on that situation with an examination of 18,340 articles in 81 newspapers from 23 countries around the world (at least one of each continent). Based on two smaller surveys in 2002 and 2005, the ISPS 2011 is the biggest examination of sports journalism in print media ever conducted.

A brief summary of the results of ISPS 2011 shines a light on sports journalism: sports journalism in print media is a man’s world, where more than 90% of the writers are male, and only 8% of the articles by named journalists are written by women. The main media sport of the world in print media is football, which accounts for 41% of all articles, followed by Tennis (8%) and Rugby (5%).Meanwhile, the coverage is mostly driven by huge sports events and time series of different types of sports (see figure 2). During the April to July survey period of the International Sports Press Survey, there was a World Cup in ice hockey, the rugby World Cup, and big tennis tournaments in Europe, but the National Football League (American Football) in the US had its seasonal spring break.

Figure 2 ISPS 2011, Type of Sports - Top Ten

Football is particularly dominant inthe print coverage of European and South American press, with some east or south European countries like Romania (85%), Portugal (81%), and Brazil (75%)among the top of that list (see figure 3).

However,different sports worlds are dominant in different countries, as evidenced by the situation in Germany (football-58%, tennis-5%, and ice hockey-5%) compared to the US (baseball-23%, basketball-17%, and American football-12%), Australia (Australian football-34%, rugby-26%, and equestrian sports-10%) or an Asian country like Nepal (football-38%, cricket-27%, and martial arts-5%). The survey shows that sports coverage in print media is a man’s world with a strong visualization. Of the reporting, 88% is on male athletes, while 55% of these articles were published with a photo or illustration.

Figure 3 ISPS 2011, Soccer - Top Ten

To summarize the quality of sports journalism, one must only take a look at the sourcing to state a lack in worldwide print media. Of the articles examined for the study, 41% are based on just one source, and only 12% include three or more sources for reporting and used with that a basic principle of quality in journalism (see figure 4). This is highlighted by the very disturbing finding that 26% of the articles don’t have a single source at all.

Figure 4 ISPS 2011, Number of cited Sources

With that in mind, the quality of sports journalism is one of the most important topics for future investigation in sports communication research, not only in print media but also in electronic media. Considering the growing impact of direct and interactive communication through social media, the relevance of sports is growing, although the structure of its reporting is rather arbitrary or random. However, it should be illuminating to take a closer look at the norms and parameters of this development (Horky & Stelzner, 2013; Stiehler & Horky, 2009).

3 Football World Cup 2014: the biggest media moment in German History

The present situation of sports and mass media in Germany is now strongly influenced by the2014 football World Cup. The impact of the extensive broadcasts from Brazil is tremendous, and the final match was estimated to be the biggest media moment in German history. The live broadcast of the final match of Germany versus Argentina in public TV station ARD was the longest TV broadcast of a single football match ever in Germany, with a duration of 9:09:50 hours. The 2014 World Cup final broadcast was only the third broadcast in German TV history to reach a landmark of more than 30 million viewers. Between the ages of 14 and 49 years, 15.02 million people watched this match with a share of 90.1%. The sports coverage before and after the football match also garnered high rankings on German TV. The sports broadcasts of this “Super Sports Sunday” entailed the screening of more than 25 consecutive hours of coverage on the public station ARD. This started at 1:15 pm with coverage of motor sports, rowing, canoeing, and triathlon, which attracted a viewership of more than 5 million people. Even the “World Cup-Club” - a moderated, entertaining discussion with former football players and tennis hero Boris Becker - which started at 1:39 am the next morning got rankings of 3.97 million viewers and a share of 60% (Horky, 2014).

In Germany, all 56 matches of the World Cup were broadcast live on public TV, with 61.60m viewers watching at least one match of the World Cup on TV, and the broadcasts reached 85.3% of all possible viewers in the country. On average, the matches of the World Cup reached 12.33m viewers, with a market share of 54.7%, both of which are record figures for German TV (Gerhard & Zubayr, 2014).

This data was gathered by the research agency of German public TV, counting TV viewers watching the match at home, alone, with their family, or in small private groups. The ranking system does not count all the people watching the match on big screens at public viewing areas, nor the people who watched the program in bars or other public spaces together. The German police said that there were more than 500 000 fans at the biggest public viewing spot in Berlin - the German “fan-mile”. In Hamburg, at the Heiligengeistfeld, there were about 50 000 people in the crowd. In addition, there were several more public viewing areas all over Germany, especially in big cities like Munich or Cologne and also in bigger areas in Bochum, Leipzig or Stuttgart. A sponsor provided the biggest TV screen (with 412 square meters) for public viewing inside the stadium of the Bundesliga club Eintracht Frankfurt. Big screens like this helped to draw the biggest crowds at public viewing since the semi-finals matches of Germany vs. Italy in 2006 and Germany vs. Spain in 2010, both of which drew between 10 up to 15 million people watched the matches at FIFA Fan Fests in Germany. The starting time of the 2014 matches primarily fell in the late German evening, where the highest figures for public viewing were about 9-10m people watching the broadcasts mainly in restaurants, bars, or coffee shops. In summary, approximately 45m out of 81m German people watched the World Cup Final on TV (Horky, 2014; Gerhard & Zubayr, 2014).An interesting fact: Additionally, the 2014 World Cup proved to be an (media) event for the entire society in Germany, as evidenced by the fact that more women than men watched the Germany vs. Brazil semifinal match on TV.

In addition, the 2014 World Cup in Brazil generated record figures for the use of social media. The moment of the final whistle saw 618 725 Tweets per minute on Twitter, while there were more than 280m interactions from more than 88m users on Facebook in the 120 minutes of play. In Germany, the ‘selfie’ of players and strong friends Lukas Podolski and Bastian Schweinsteiger shortly after the final on the ground in Rio de Janeiro earned 90,921 retweets and 83,926 faves on Twitter and represents the happiness of that moment for the entire nation (Horky, 2014a; see figure 5).

Figure 5 Selfieof Lukas Podolski and Bastian Schweinsteiger, Tweet by Lukas Podolski(@Podolski10) on July 14, 2014, URL: https://twitter.com/Podolski10/statuses/488445583 104155648.

Very interesting data generated a longitudinal analysis of football broadcasts on German TV since 1994, together with a comparison of broadcasts in four different countries in 2014 (Horky, 2011; Clavio, Grimmer & Horky, 2015). The duration of broadcasts for a single match increased from 219 minutes in 1994 to 550 minutes in 2014, while the share of live coverage of the actual football match (showing the sport) within these broadcasts decreased from 49% in 1994 down to 23% in 2014. In addition, the pre- and post-match reporting rose in dependence to the meaning of the match to shares from 35% to 38%. To summarize, broadcast times have been strongly extended and the coverage of live football is characterized by a variety of presentations and representations but this is accompanied by a lack of topics. Live football broadcasts in Germany are marked first and foremost by emotional contents like atmosphere and fans, as well as long-lasting discursive discussions between experts and other popular people about sports and sports-related topics. Live broadcasts are very expensive (license rights, costs for production) and accordingly have included more and more advertising elements and program trailers to finance these costs.

When compared to other countries, the broadcasts of live football in Germany are in the drivers’ seat, in some way pointing to the future of football broadcasting in other parts of the world. In an analysis comparing the 2014 group match broadcasts in Portugal, Ghana, the US (and China) to Germany, many more segmented slots for various themes and experts as well as expert discussion segments were found on German broadcasts, while broadcasts in Ghana and the US focused on experts’ live commentary. Particularly with the growing impact of football in countries like the US, this development deserves further investigation.

4 The German Sports and Media Market - Present and Future

Throughout thishistoric milestone of the 2014 World Cup broadcasts, the sports and mass media market in Germany is still growing and continuing to generate new impacts on various parts of society. For many years in Germany, sports sponsorship has been the biggest market for sponsors, with a volume of sales of approximately 3 billion EUR per year. Sports companies like Adidas and Puma are outstanding drivers of the international market with huge impact.

Thesystem of mass media is driven within the 300 TV channels by the competition of many public, state-controlled channels partially financed by advertisement funding, with a small but growing number of private channels free on air financed by advertisements or protected with private fees, like in sports one big private TV station (Sky) with several programs mostly on Football. There is also a wide range of (most of all independent) newspaper companies in the mix, with more than 300 distributed papers, including the tabloid called BILD, which has the highest circulation of about 2m per day.

The sport system isprimarily based on and influenced by football. The German Football Association (DFB) includes nearly 7m members, making it the biggest sports association in Germany followed by gymnastics (5m) and tennis (1.8m) (see figure 6). This data presents the organized sport in Germany. But: Most German people still prefer to spend their leisure time biking, hiking, or engaging in fitness or gymnastics exercise, and the data shows that Germans love to spend their TV time watching football broadcasts most of all, with a huge gap between this sport and the live coverage of boxing, skiing, and Formula 1.

Figure 6 Members of German Sports Federations

Thesepresent developments show a huge increase in the mobilization, digitalization,and internationalization in German society at every intersection of sports and media. While TV is still the medium with the longest duration of use per day (208 minutes in average), use of mobile applications of mass media has increased, primarily by younger people between 14 and 29. In addition, the use of Internet based media applications is predominantly not journalistically oriented and for example driven by news, but more often for personal communication (in Germany: WhatsApp), information searching (Google),or online gaming and betting offers (Engel & Breunig, 2015).

The strongest impact on the mass media market is now from online news outlets of traditional mass media likeSpiegelOnline(online outlet of news magazineDerSpiegel) and BILD Online (online outlet of tabloid paper BILD), which garner the highest number of page impressions and unique users in Germany. Additionally, award winning sports journalism often combines traditional investigative story telling topics with new techniques and graphic possibilities on these Internet based media outlets. Football is still the biggest money business in media and is more frequently influenced by international leagues (Champions League), fans and media companies from other countries and continents. In 2014, the German Football League Association (DFL) as well as the most successful club in recent years, FC Bayern Munich, opened offices in New York City and China to expand the reach of German Football (and sports media) around the world.

Figure 7 Future of Sports Media

To conclude this analysis ofhistoric key facts and some milestones of the sports and mass media system in Germany, it’s obvious that the developments are driven in the future first and foremost by new technologies and opportunities for big data solutions. Many Internet based applications related to sports have joined the market, trying to combine media application with fan participation. Based on this digital foundation, the remaining topics of media offers are still focused on delivering entertainment, commerce (marketing), and services to media consumers. More and more independent journalism, especially in sports, is obviously influenced by the communication departments of huge sport associations or clubs, leading the way to corporate sports journalism (Horky, 2014). And: Most of all, this development seems to be transmitted primarily through football.

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(编辑 魏伟)

成都体育学院推进“一流学科”建设工作

2016年3月2日，成都体育学院第四届教代会第五次会议暨全校教职工大会隆重召开。会上，学院党委副书记、院长刘青同志作了题为《深化改革 攻坚克难 全面推动学校“十三五”起步开局新发展》的工作报告，强调了在“十三五”阶段努力推进“一流学科”建设工作。

“十二五”期间，我校正式被批准成为博士学位授予单位，学校实现了本、硕、博办学层次的全覆盖。学科布局进一步完善，特色优势更加鲜明；在新一轮全国学科评估中，我校体育学学科整体水平在53所参评高校中位列第五；学校附属体育医院被批准为四川省博士后创新实践基地和全国博士后科研工作站。

“十三五”期间，学校坚持“以体为本、体医渗透、体文结合”办学特色，围绕建设“体育特色鲜明、多学科协调发展的高水平应用研究型大学”的奋斗目标，努力推进“一流学科”建设工作，以扩大体育学的主体学科优势，牢牢占领西部地区学术高地，提升体育学在教育部一级学科评估中的排名，把体育学建成国内一流学科；整合运动医学系、附属体育医院、郑怀贤骨伤研究所、运动医学与健康研究所等资源，建成运动医学院，积极申报博士后流动站，凝练郑氏骨科运动医学学科特色，提升国际影响力，推进“运动医学”向世界一流学科方向迈进；巩固和发扬体育人文学科在国内已有的特色优势地位，加大体育产业与管理、体育新闻与传播、体育赛事翻译、体育伦理、中外体育史、体育舞蹈与表演等学科方向的建设力度，依托体育求发展，在大体育学科群内进一步寻找差异化竞争优势。

(摘编自学校“十三五”工作报告)

Thomas Horky, Ph.D, Professor, Research interests: Sport communication, E-mail:t.horky@macromedia.de

大传媒应用科学大学汉堡媒介学院，汉堡 德国 Media School Hamburg,Macromedia University of Applied Science, Hamburg, Germany

2015-10-22 Paper presented at Conference on Sport Communication Research in Big Data Era, Chengdu Sport University, October 22-23, 2015.

德国的体育与媒介：德国足球与体育媒介的里程碑和基本事实

Thomas Horky

体育在德国大众传媒中占据非常重要的地位。从报纸到广播电视再到新媒体时代，体育都是媒介内容中的重要元素。足球更是占据了体育内容中的核心地位。体育是如何被大众媒介转变的，大众媒介如何受到体育的影响，一直是媒介研究的核心内容之一。在德国电视史上，收视率排名前十位的节目全部是有德国队参加的世界杯和欧洲杯足球赛的赛事转播，其中收视率最高的是于2014年7月13日举行的巴西世界杯决赛德国队与阿根廷队之间的较量，超过三千万德国民众收看了这场比赛的电视转播。因此，世界杯足球赛对于德国社会和体育新闻而言具有重要的影响。研究梳理了德国足球的发展史，以作者主编的《2011国际体育媒介调查》中的数据为依托，以从1994年美国世界杯开始到2014年巴西世界杯期间20年中的世界杯和欧洲杯足球赛为主要研究对象。通过对比，研究发现了不少转变：例如1994年世界杯时，德国电视台转播一场足球比赛的时间是219分钟，到2014年世界杯时已经提升到550分钟。转播过程中比赛所占的比例从1994年的49%下降到2014年的23%。德国民众对体育尤其是足球的狂热，每年可以带来30亿欧元的商业赞助。《2011国际体育媒介调查》在对世界五大洲23个国家和地区81家平面媒体的18 340篇文章展开的大数据分析研究发现，受关注度最高的项目依次是足球、网球、英式橄榄球、曲棍球、冰球、自行车、篮球、澳式橄榄球、高尔夫球和马术比赛，其中足球一项就占据41%的比例，网球和英式橄榄球的比例分别为8%和5%。另一方面，撰写体育新闻的平面媒体记者中90%以上为男性。此外，在足球占据体育报道的比例上，罗马尼亚、葡萄牙、巴西、希腊、德国、波兰、苏格兰、南非、法国和瑞士是最高的，其中罗马尼亚媒体报道的比例高达85%。

足球；世界杯；德国；国际体育媒介调查；历史

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