360 Degrees Video and VR for Training and Marketing within Sports
Mai 8, 2017 — 7:30

Talk at the 17 th Annual International Conference on Sports: Economic, Management, Marketing & Social Aspects (Panel „Digitalization in Sports“), 8-11 May 2017, Athens, Greece


While the use of VR environments in the context of motor learning and training has been systematically worked on since the second half of the 1990s, especially in the area of „Serious Games“ (e.g. Prensky, 2001, Wiemeyer, 2002, Hebbel-Seeger, 2013 ), new options are emerging with 360-degree video technology and VR eyewear. For the use of these technologies sports offers not only a wide range of potential usage scenarios. The close connection between 360-degree video and VR glasses and the latest consumer technology in the field of mobile devices is forcing a rapid spread and thus also increasing the technology’s importance within sports.
In addition to the novelty the „immersion“ aspect is currently the main argument for the use of 360-degree video and VR glasses as a projection medium (see Hebbel-Seeger, i.p.). In various studies we have investigated if and how the use of 360-degree video in combination with VR-glasses has an impact on emotional, affective and physiological aspects. In this contribution I will briefly present the technology, share general usage experiences and finally discuss selected findings.


  • Hebbel-Seeger, A. (2013). Pedagogical and Psychological Impacts of Teaching and Learning in Virtual Realities. In A. Hebbel-Seeger, T. Reiners, T. & D. Schäffer (Hrsg.), Synthetic Worlds – Emerging Technologies in Education and Economics (S. 233-249). New York: Springer.
  • Hebbel-Seeger, A. (i.p.). Markenkommunikation in Erlebniswelten. Die Nutzung innovativer Medienformate zur Inszenierung von Sport im Raum. In J. Förster, A. Hebbel-Seeger, T. Horky & H.-J. Schulke (Eds.), Sport und Stadtentwicklung. Aachen: Meyer & Meyer.
  • Prensky, M. (2001). Digital-game-based learning. New York and London: McGraw Hill.
  • Wiemeyer, J. (2002). Multimedia im Sport. In H. Altenberger (Ed.), Medien im Sport (p.123 – 153). Schorndorf: Hofmann.

Usage of drones in Sports communication – new ethetics and enlargement of space
Mai 3, 2016 — 11:29

Talk at 16th Annual International Conference on Sports: Economic, Management, Marketing & Social Aspects, 9-12 May 2016, Athens, Greece


Abstract: In digital media society more and more the use of drones in sports communication get relevant, Goldberg, Corcoran and Picard (2013, 3) speak about a „generation drone“. The majority of the literature mentions the ethical and legal aspects of the drone’s use in public (Boucher, 2014; Gynnild, 2014). The drone is often associated with military (Roush, 2014), journalistic (Captain, 2012) or with privacy and data protection aspects (Boucher, 2014).

Aspects for usage of drones or possibilities for enlargement of space and new athletics in sports are very rare to find. Gynnild (2014, 341) points out: „The innovation of drones for journalistic purposes will most likely replace, or, more precisely, supplement visual news coverage on the ground with new kinds of aerial views as well as options for aerial close-ups that were formerly unseen.” Goldberg, Corcoran and Picard (2013, 24) underline possible reciprocal effects: ,,Because application of drones in journalism is only just emerging, it is unknown how the public will react to their use.”

However, nearly none of the current studies answered the following research questions: What is the cinematic and dramaturgical challenge of drone’s usage? What chances and risks become relevant for practical use?

The usage of drones in sports communication was examined with several case studies at the Macromedia, University of Applied Sciences, supported by the media foundation of Hamburg/Schleswig-Holstein. The case studies focused on three different parts of investigating spheres: high-performance sports, aquatic sports and niche sports (Australian Football). As a result we established concrete application fields for the usage of drones in sports communication. One effect seems to be characteristic: The presence of the drone itself influences the public as it evokes reactions from the athletes and from the audience.


Boucher, P. (2014). Civil drones in society. Societal and Ethics Aspects of Remotely Piloted Aircraft Systems. Luxembourg: European Union. Retrieved from http://publications.jrc.ec. europa.eu/repository/bitstream/111111111/33061/1/civil%20drones%20in%20society%20-%20online%20copy.pdf

Captain, S. (2012). “Livestreaming Journalists Want to Occupy the Skies with Cheap Drones.” Wired, June 1st, retrieved from http://www.wired.com/threatlevel/2012/01/occupy-drones/

Goldberg, D., Corcoran, M., & Picard, R.G. (2013). Remotely Piloted Aircraft Systems & Journalism Opportunities and Challenges of Drones in News Gathering. Reuters Institute for the Study of Journalism, Oxford University: Oxford

Gynnild, A. (2014). The Robot Eye Witness. Extending visual journalism through drone surveillance. Digital Journalism 2, (3), 334-344

Roush, A. (2014). Up in the Air. The drone revolution isn’t coming – it’s already here. Can UT expertise help us navigate the future? Alcade, October 29th, retrieved from http://alcalde.texasexes.org/2014/10/up-in-the-air/


Varsity sports and event communication…
November 12, 2015 — 11:30

Talk at ENAS conference 2015, Nov. 12th, Berlin

Abstract: In the context of digitization, media production and media distribution become trivialized with far-ranging consequences. What only a short few years ago would have qualified as cinematic material with underwater or aerial shots could nowadays easily and with comparably far less effort be produced by an individual on their tablet and published online making it available to an unlimited audience. New video formats, such as 360° video, allow for interaction with the content on the user’s side. Affordable devices help to optimize the experience while mainstream platforms like YouTube support the distribution already.

While these possibilities grow and grow, so also do the demands for variety and quality of content. The users of the academic intramurals do not only seek out the best professional sports activities and opportunities anymore, but also they expect that the same academic sports institution become the best provider of communication of their own sport events. This information is expected in real time live coverage with either video stream or instant result update (live-ticker).

By now an image database for a particular event has become standard. Equally, a social media profile became the landing page for communication surrounding sport events and a forum for media related to them. Users would like to be served the technical and aesthetic high-class content on their favorite channels and exploit this media via likes and shares for self-portrayal and self-expression. In the digital world of social network, communicating the engaging in intramurals became an assembly element of the personal reputation management within your own community, whose boarders vanished between on- and offline mode a long ago.

It is not enough to draft and arrange sports activities on an academic level. Just as important as the quality of the activity being offered is the communication of it for both the end goal of satisfying the target audience and attracting sponsor agreements. Athletes and business partners alike assess the quality of the core sports activity itself by the quality of its media communication. It is therefore imperative to make use of established forms as well as to experiment with new formats and innovative, interactive media in order to boost the institution. This raises the intramurals to an outstanding challenge in terms of media reality, which will be outlined in the discourse and later on subsequently, concretized with the help of practical examples.