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Course Leader, Sports Degrees, Holmesglen Institute and Adjunct Research Fellow, Sport Innovation Research Group, Swinburne University of Technology

Dr Sam Duncan is the Course Leader of Holmesglen's Bachelor of Sports Media and Bachelor of Sport Business. He is also an Adjunct Research Fellow of the Sport Innovation Research Group in the Swinburne Business School. Sam's main research areas are concerned with sports media, community and play in the digital, commercial and professional world of sport. In particular, his most recent research focuses on the impact of social and digital media on the way we form communities, the quality of news created, the way we receive information and prioritise news and content.

Sam's latest book, The Digital World of Sport: The Impact of Emerging Media on Sports News, Information and Journalism shows how digital media has impacted the broader media industry, stimulated new media organisations, changed old media organisations and altered old conventions of journalism in equal measure. Sam has published research articles in ranked peer-reviewed sports media, sport and society and philosophy journals, contributed chapters in sports media themed books and has authored two books, Footy Grounds to Grandstands and The Digital World of Sport.

Sam also has worked extensively in sports public relations and widely contributes to Australia's mainstream media as a sports media and sport business commentator. He is a regular contributor to the Age and hosts sports media podcast, The Sports Media Microscope.


  • 2019–present
    Course Leader, Holmesglen Institute
  • 2020–present
    Adjunct Research Fellow - Sport Innovation Research Group, Swinburne University of Technology
  • 2015–2019
    Lecturer, Holmesglen Institute
  • 2009–2015
    Group Account Director, Javelin Australia Public Relations


  • 2015 
    Swinburne University of Technology, PhD
  • 2009 
    Swinburne University of Technology, Masters (by Research)
  • 2005 
    Swinburne University of Technology, Bachelor Media and Communications (Hons)