Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography

In designing a brand-new sport, do basic tenets of digital entrepreneurship such as ‘solve a user problem’ apply? How is it possible to understand who the potential audience might be for a product and experience that does not yet exist in a Culture Industry such as sports? The paper examines the beg...

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Autores principales:	Linda Leung, Daniel Feldman
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	digital ethnography entrepreneurship audience development user personas user-centered design Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/a3618e0b2e824160bd1e8fc9fb140c44
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spelling	oai:doaj.org-article:a3618e0b2e824160bd1e8fc9fb140c442021-11-11T19:25:24ZIs It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography10.3390/su1321116902071-1050https://doaj.org/article/a3618e0b2e824160bd1e8fc9fb140c442021-10-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/21/11690https://doaj.org/toc/2071-1050In designing a brand-new sport, do basic tenets of digital entrepreneurship such as ‘solve a user problem’ apply? How is it possible to understand who the potential audience might be for a product and experience that does not yet exist in a Culture Industry such as sports? The paper examines the beginnings of an Australian startup with an early-stage product in the sports and entertainment industry and its use of digital ethnography to investigate key audience segments. The process of audience development occurred alongside the prototyping and testing of a high-tech product that is central to the sport. As the product underwent iterations of development and release, audience interaction with the product was tracked through social media. Discourse analysis of audience engagement with the product on Facebook was conducted to inform a series of user personas that indicated a heavy male bias in the future audience. In exploring the intersection of sports, Cultural Industries and digital entrepreneurship, the paper concludes with observations of how this case challenges each of those notions through the process of ‘starting up’.Linda LeungDaniel FeldmanMDPI AGarticledigitalethnographyentrepreneurshipaudience developmentuser personasuser-centered designEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 11690, p 11690 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	digital ethnography entrepreneurship audience development user personas user-centered design Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	digital ethnography entrepreneurship audience development user personas user-centered design Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Linda Leung Daniel Feldman Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography
description	In designing a brand-new sport, do basic tenets of digital entrepreneurship such as ‘solve a user problem’ apply? How is it possible to understand who the potential audience might be for a product and experience that does not yet exist in a Culture Industry such as sports? The paper examines the beginnings of an Australian startup with an early-stage product in the sports and entertainment industry and its use of digital ethnography to investigate key audience segments. The process of audience development occurred alongside the prototyping and testing of a high-tech product that is central to the sport. As the product underwent iterations of development and release, audience interaction with the product was tracked through social media. Discourse analysis of audience engagement with the product on Facebook was conducted to inform a series of user personas that indicated a heavy male bias in the future audience. In exploring the intersection of sports, Cultural Industries and digital entrepreneurship, the paper concludes with observations of how this case challenges each of those notions through the process of ‘starting up’.
format	article
author	Linda Leung Daniel Feldman
author_facet	Linda Leung Daniel Feldman
author_sort	Linda Leung
title	Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography
title_short	Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography
title_full	Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography
title_fullStr	Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography
title_full_unstemmed	Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography
title_sort	is it digital entrepreneurship? designing a new sport through audience ethnography
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/a3618e0b2e824160bd1e8fc9fb140c44
work_keys_str_mv	AT lindaleung isitdigitalentrepreneurshipdesigninganewsportthroughaudienceethnography AT danielfeldman isitdigitalentrepreneurshipdesigninganewsportthroughaudienceethnography
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Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography

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