Chapter 12 Sports and the Media

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University of Alberta
Physical Education, Recreation and Leisure Studies
Melanie Muise

Chapter 12 Sports and The Media Characteristics of the Media • Print media: words and images on paper (ex. Papers, mags, books etc.) • Electronic media: words, commentary, and images transmitted by audio and/or video devices and technologies (ex. Radio, video games, tv, etc.) Media Differences in Coverage Of Sports Newspaper/Magazine • Emphasizes info and interpretation primarily • Offers previews and summaries of events • Provides written representation of events • Success depends on credibility • Highlights facts and dominant ideology • Provides criticism of sports and sport personalities Radio/TV • Emphasizes entertainment primarily • Offers play-by-play images and narratives • Provides real-time representations of events • Success depends on hype and visual action • Highlights heroic plays and dominant ideology • Provides support for sports and sport personalities Characteristics of the Internet • Extends and radically changes (potentially) our connections with the world • Isn’t 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 • Media provides Info, Entertainment, and interpretation Functionalist Theory • Functionalism identifies the main social effects of the mass media: coordination, socialization, social control, and entertainment. By performing these functions, the mass media help make social order possible Conflict Theory • Conflict theory offers a qualification. As vast moneymaking machines controlled by a small group of increasingly wealthy people, the mass media contribute to economic inequality and maintaining the core values of a stratified social order Interactionist Theory • Interactionist approaches offer a second qualification: audience members filter, interpret, resist, and sometimes reject media messages according to our own interests and values Feminist Theory rd • Feminist approaches offer a 3 qualification. They highlight the misrepresentation of women and members of racial minorities in the mass media 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, sharing values, providing a public service, building artistic and technical reputations, expressing self 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 and class inequality as natural and necessary in society Global economic Factors in the Sports-Media Relationship Global economic factors intensify the sport-media relationship; large corporations need vehicles for developing • Global name recognition • Global cultural legitimacy • Global product familiarity • Global support for a way of life based on consumption, competition, and individual achievement Images And Messages In Media Sports Media coverage is const
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