Chapter 5 Media and Sport

Chapter Outline Evolution of Sport Media Interplay of Sport and Media How Sport Affects the Media Ideology of Sport Through the Media Careers in Sport Media Chapter Summary

Overview of Sport Media Include print and electronic media. Media cater to indirect spectators rather than direct spectators who attend events. Media create excitement and significance for sport and promote identification with teams and athletes. Sport media provide entertainment and recreation in everyday lives.

Evolution of Sport Media Late 1800s: First sports page. Early to mid-1900s: Primarily newspaper and radio. 1950s: TV and more personal connection to sport. (continued)

Evolution of Sport Media (continued) 1980s: ESPN growth as the first all-sport network. Present: Internet, social media growing dramatically, changing the fans’ experience.

Modern Media (Internet) Real-time access to more events and video, and a more personal experience Broadband available to more people (63% of Americans with broadband at home) On-demand websites for major events (e.g., MLB, NCAA basketball tournament, World Cup) Fantasy sports (27 million U.S. adults play) Even minor sports reaching their audience

Modern Media (Other Technology) Cable channels, specialized sport networks, diffuse TV audience, increased programming options Social media (e.g., YouTube, Flickr, Facebook, Twitter): More discussion and news, including from athletes themselves Handheld personal devices, such as cell phones, with immediate and personalized information available

Discussion How do the media influence sport?

Financial Effects of Sport Media The bulk of revenue for a sport event is television fees. Advertisers pay for rights; think Super Bowl. Greater revenue allows teams to pay athletes huge salaries. As teams rely more on television money, television gains control of sport.

Media Influence on Sport Affects the popularity of a sport. Provides free publicity for local teams. Builds fan allegiance to teams and players. Changes rules of sports. Causes declines in attendance rates. Dictates event scheduling. Promotes gambling.

Discussion How does sport influence the media?

How Does Sport Influence Media? Affects space allocated in print media. Spectator demographics dictate advertising. Sparks social issue debates in print. Spurs increased sponsorship through increased TV programming on weekends. Attracts huge TV audiences. Fans dictate what sports are covered.

Ideology of Sport Through Media No focus on wellness, physical activity Values: Competition, cooperation, history, tradition, perseverance, sacrifice, discipline Success defined: “Second is the first loser.” Gender Hegemonic masculinity Reinforcement of notions of inferiority

Ideology of Sport Through Media: Race and Ethnicity Focus on overcoming odds Reinforcement of racial stereotypes on and off field Persistent insensitivity (Native American mascots, descriptions of Asian athletes)

Careers in Sport Media Sport journalists (writers, announcers) Annual salary of average U.S. sport anchor: US$50,600 Tension between journalist and team Increase in women journalists Still an alarmingly small percentage Criticism and harassment still present

Summary Print and electronic media affect popularity, finances, and structure of sport. Media have turned to sport for consistent revenue and increased coverage. Sport affects the ideology of a society, influencing beliefs and values. Women are still underrepresented in sport journalism.

Discussion How has the decline of newspapers affected sport media career opportunities? How has the increase in online sport media affected sport media career opportunities?