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I study sport as social phenomena. From the three sectors of the Finnish sport system (public, voluntary and private) my studies focus on the private sport sector, which importance has increased notably in the 2000s. In my dissertation (2011) I studied sport journalism and I have also continued sport media studies since that. The purpose of my studies is, among other things, to produce information that can be utilized in the planning and implementation of higher education (e.g., as a textbook).