ON THE RELATIONSHIP BETWEEN DUAL CAREER AND THE MEDIA – A SCOPING LITERATURE REVIEW

Abstract

This paper starts from the recognition that the media plays an important role in the context of dual career (DC) and seeks to establish the starting points and foundations for further research through a scoping review of the existing academic literature dealing with the relationship between DC and the media. 14 scholarly articles are analysed in more detail and classified into three basic groups according to their main focus: (1) media representations, (2) media consumption, and (3) social media. The analysis of the articles in the first group problematizes one-sided media coverage that emphasizes the sports context but neglects all others, and draws attention to comprehensive and multi-layered media representations. The media consumption group highlights specific media functions that are useful at the level of understanding and decision-making regarding the promotion of DC. The articles in the third group highlight the mechanisms and techniques of effective communication in social media, taking into account the aspect of content co-creation and interactivity. The overview can be seen as a foundation from which we can draw in further efforts to raise awareness of the concept of DC through the media, just as it can serve as a base from which we can continue to think about the connection between DC and the media and the useful potentials that the media can offer to DC.