PERLS104 Chapter Notes - Chapter 11: Hegemonic Masculinity, Canadian Content, Media Create

• School: University of Alberta
• Department: Physical Education, Recreation and Leisure Studies
• Course: PERLS104
• Professor: Jay Scherer

Document Summary

Media pays up to billions for broadcasting rights at events to earn staggering profits. Sports-media complex symbiotic relationship between media, professional leagues, and advertisers. Early tv was a monopoly with only cbc/radio-canada. Ideological values of public service broadcasting: viewing rights for all canadians, access to programs of a common culture. Sports were often televised during the early era, and this became part of a canadian way of life. Wide male support used as celebrations of hegemonic masculinity little female coverage. Deliver messages to different audiences via different sports. In the 60-70s, cbc expanded the amount of airtime dedicated to sport to fill 80% canadian content requirement: criticized for too much sport time and too hard for ctv to compete with. Creation of tsn enticed leagues and event organizers to side with them rather than the conventional canadian broadcasters due to 24/7 sport coverage.