2019 Volume 64 Issue 1 Pages 401-418
A new form of volleyball that can be easily enjoyed by beginners has been introduced. However, the Japan Volleyball Association (JVA) does not include this type of volleyball in its volleyball dissemination activities. In view of the recent decrease in the number of people who play volleyball, it is time for the JVA to consider targeting this new form of volleyball in its dissemination activities. Positioning this new form of volleyball as “alternative volleyball”, this study first explored an analytical framework for dissemination approaches based on discussions centered on sport alternatives. The secondary aim was to clarify the perspectives involved in an analytical framework-based approach to dissemination based on data obtained from interviews with representatives of alternative volleyball organizations.
Consequently, the perspectives for dissemination were categorized into the following 3 groups: (1) Those focusing on players who have experience of playing alternative volleyball and who have internalized the positive physical sensations thus obtained; (2) Creation of an alternative sport, highlighting the significance of participating in it by reading and observing the positive affect of the players; (3) Rules that have been created by players to explore and maximize the fun of the alternative sport through logical application. In short, the perspectives for dissemination were found to be those that can be explained through the following keywords: experience → observation → logical application. In the future, the JVA will be required to position alternative volleyball as an important part of efforts to disseminate mainstream volleyball and review organizational governance for this purpose.