It’s been a few years since TBG Australia was active online. In that time the media landscape has changed dramatically, but one important aspect has not, the need to frame your own image.
For all the death-riding of ‘old-media’ the historical mediums and institutions still share the conversations people have, and how they have them. For too long this machine worked against football. The morning papers would lead with a front page showing flares, afternoon talk-back radio would discuss the headlines the evening news would wrap up the day’s topics on screen.
For too long the football narrative was formed outside the game. It was negative, but not constructive….
Fans bad.
Crowds low.
Game boring.
Repetitive nonsense topics forced fans and administrators to waste time defending the game – and inadvertently made them complicit in validating these issues as newsworthy circling back to action from within the game.
Banning fans.
Inauthentic broad-based marketing.
Knockout finals.
These are all actions taken by football people, in part of the narrative forced on them by the media.
Meanwhile, constructive conversations about he game saw limited airtime until it was too late (such as administrative conflicts of interest, lack of player development). Today the FFA is rebuilding its trust in the community and the Socceroos face an uphill battle in terms of future players.
Independent football media has an important role to play, but they won’t offer much if they chase clicks and views by contributing to the prevailing conversations. These outlets need to find their own voices, push their unique perspectives and start new conversations.
Just like independent media though, the A-League and its clubs must do the same. These official entities have hundreds of thousands of followers online but have failed to provide consistent quality content – and are missing the chance to tell their own stories and engage their fans.
For the past 15 years we haven’t seen consistent or quality video, podcasting or opinions writing from clubs or the FFA. Official bodies need to seriously invest in media as well as the need for independent football media to take itself seriously.
Its time for Australian football to recognise the importance of telling its own story, from its own perspective, rather than responding to the conversations of others.
The Beautiful Game 