1. Chapter 5 Media and Sport

2. 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

3. 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.

4. 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)

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

6. 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

7. 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

8. Discussion
How do the media influence sport?

9. 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.

10. 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.

11. Discussion
How does sport influence the media?

12. 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.

13. 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

14. 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)

15. 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

16. 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.

17. 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?