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Sport in Society:Issues and Controversies
Chapter 12
Sports and the Media:
Could They Survive Without Each Other?
Characteristics of the Media
Print media: words & images on paper Newspapers, magazines & fanzines,
books, catalogues, event programs, trading cards
Electronic media: words, commentary, & images transmitted by audio and/or video devices and technologies Radio, television, film, video games, the
Internet and online publications
The Media Provide
Information
Interpretation
Entertainment
Media Content
Media content is always edited and “re-presented” by those
who control media organizations Editing decisions are based on one or
more of these goals: Making profits Shaping values Providing a public service Building artistic and technical
reputations Expressing self
Figure 12.1
Media representations of sports are carefully edited to highlight dramatic action
Media and Power
The media often serve the interests of those with power and wealth in society
As corporate control of media has become more concentrated, media content highlights Consumerism Individualism Competition Class inequality
as natural and necessary in society
What If . . .
All TV documentaries were sponsored by environmental groups, labor organizations women’s groups? Wouldn’t we ask questions about the
content of those programs, and ask why we see what we see and why we hear what we hear?
99% of all sports programming in the media was sponsored by capitalist corporations? Shouldn’t we ask questions about the
content of that programming, whose interests it serves, and why we see and hear what we do?
Characteristics of the Internet
The Internet Extends and radically changes
(potentially) our connections with the world
Is not limited to sequential programming Enables each of us to be the “editors” of
our own media experiences, if we wish Gives us the potential to create our own
sport realities and experiences as spectators and virtual athletes
Video Games & Virtual Sports
Research is needed to help answer questions such as:
What are the dynamics of playing video sport games and virtual sports, and how do they differ from other sport-related experiences?
How are video sport game experiences linked with other sport experiences?
What ideological themes are structured into the images and actions in video sport games?
Will virtual sports compliment or replace sports as we know them today?
Fantasy Sports
How has the emergence of fantasy football, baseball, etc. contributed to an increase in sport media consumption?
Video Games as Simulated Sports
The graphics and images in video games now come close to matching images in televised sports
TV producers now use special filters to make the action in televised games look like video games
Some athletes use video sport games to train Some children today are introduced to sports
through video games Being good at playing video sport games is a
source of status among many young people Playing sport video games provides regular
social occasions for many people, especially young males
Video games as simulated sports
The graphics and images in video games now come close to matching images in televised sports.
TV producers now use special filters to make the action in televised games look like video games.
Some athletes use video sport games to train. Some children today are introduced to sports through
video games. Being good at playing video sport games is a source of
status among many young people. Playing sport video games provides regular social
occasions for many people, especially young males
Do Sports Depend on the Media?
No, not when they are organized by and for the players themselves
Yes, when they are organized as forms of commercial entertainment Media coverage attracts attention to
sports and provides news of results Television coverage remains a key
factor in the growth and expansion of commercial sports
Have Sports Sold Out to the Media?
Probably not – for two reasons: Sports are not shaped primarily by the
media in general or TV in particular Sports are social constructions that emerge
in connection with many social relationships
The media, including TV, do not operate in a political and economic vacuum Media are regulated by government and
market factors, which influence and set limits on media coverage & content
Do the Media Depend on Sports?
Most media do not depend on sports for content or sales
Daily newspapers have depended on “sports sections” to increase circulation and advertising revenues
Many television companies have depended on sports to fill programming schedules, attract male viewers and the sponsors that want to reach them Many sport events have media audiences
with clearly identifiable “demographics”
Trends in Televised Sports
Rights fees have escalated rapidly since the 1960s
Sports programming has increased dramatically
As more events are covered, ratings for some particular events have decreased Audience fragmentation has occurred
Television companies use sports events to promote other programming
Television companies are parts of conglomerates that now own teams, sport events, and other businesses
Global Economic Factors in the Sports-Media Relationship
Global economic factors have intensified the sport-media relationship because transnational corporations need vehicles for developing
Global name recognition Global cultural legitimacy Global product familiarity Global ideological support for a way of
life based on consumption, competition, individual achievement, and a focus on social status and material possessions
Figure 12.3 Executives’ decisions in global media companies influence what sports we see and read about in the media
Alcohol & Tobacco Sponsorships
Corporations that sell alcohol and tobacco see sports as key vehicles for promoting their products in connection with activities that people define as healthy
If these corporations cannot sponsor televised events, they put signage on people, equipment, and facilities that are viewed during television coverage.
Corporate Sponsorships and Gender Ideology
Decision-making power in large media corporations rests with many male executives who love sports
The values and experiences of men are deeply embedded in the cultures of these corporations
When sports emphasize competition, domination, and achievement, many male executives feel that these are crucial factors in their companies This means they will pay large fees to hire
coaches and athletes as “motivational” speakers in their companies
Images and Messages in Media Sports (I)
Media coverage is constructed around specific themes and
messages: Success themes
Emphasis on winners, losers, and final scores
Emphasis on big plays, big hits, and sacrificing self for team success
(continued)
Images and Messages in Media Sports (II)
Media coverage is constructed around specific themes and
messages: Masculinity and femininity themes
Coverage privileges men over women Heterosexuality is assumed;
homosexuality is erased and ignored Coverage reproduces dominant ideas
about manhood, but may challenge ideas about femininity
(continued)
Images and Messages in Media Sports (III)
Race and ethnicity themes Racial ideology has influenced coverage
of black athletes, especially males Whiteness is erased in coverage; it is
assumed as the standard Nationalism is emphasized
“We” - “They” distinctions are common Individualism is highlighted Aggression is glorified; athletes are
presented as warriors
Media sports present real-life violence. Should sport programs be rated for violence?
Figure 12.4
Media Impact on Sport-Related Behaviors
Active participation in sports Some negative, some positive effects
Attendance at sport events Media generally increase attendance at
elite events, but may decrease attendance at local events
Gambling on sports Media are indirectly linked to gambling Internet may change this to direct link
Audience Experiences With Media Sports
Research shows that Watching television sports is not a major
activity in the lives of most adults Football “widows” and men who just sit
in front of the TV watching sports are not as common as many people think. Men and women who live together often
share the experience of watching sports Most partners in couples accommodate each
other’s viewing habits over time
The Profession of Sports Journalism
The work of sports journalists does matter when it comes to cultural ideology and public consciousness
Tensions between players and sportswriters has intensified as differences in their salaries and backgrounds have become more pronounced
Ethical issues have become increasingly important in sports journalism because the stakes are so high for teams, athletes, coaches, owners, etc.
Figure 12.5
“If it bleeds, it leads” in the local news and in sports.
Comparison of Sportswriters and Announcers
Sportswriters Work behind scenes Seldom recognized Low salaries; paid by
publications Low regulation by
sport management Job focuses on
providing information
Announcers Celebrity status Public recognition High salaries; often
paid by management Comments regulated
by management Job focuses on
“selling” the sport
Comparison of Print and Broadcast Media
Print Media News & information Summaries of past events Concrete information Success based on
preserving credibility Highlights behind-the-
scenes stories Provides more critical
coverage
Broadcast Media Entertainment Play-by-play coverage Real-time action Success based on
generating hype Highlights action and
heroic displays Provides more supportive
coverage
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