Role of Media in Bridging Fragmented Community

Sports can be a source of social cohesion within a sports community; at the same time, it can obstruct the social bridging process in communities with diverse sports identities. Community journalism can play an integral role in bridging diverse community groups by listening widely to the community, helping to set an agenda, and by facilitating community interaction. This study examines how college sports as community institutions, shape local news media’s efforts to build community. Content analysis was conducted on online and print newspapers in 100 randomly selected communities?each with at least one NCAA affiliated college. Results suggest that the media work to solidify already united sports communities, but in communities with fragmented identities (multiple college teams), media show lack of bridging gaps. Discussions include.