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