Available from https://en.wikiversity.org/wiki/User:WatsonS/Women_in_Sport
Consistent and positive media coverage is one of the prime goals of all sports administrators and players. The reason for this is simple. Sport and the media are two of the most powerful influences that affect how society works. They are also intertwined in that both affect how people think and shape ideas and emotions. Consistent media coverage can benefit a sport in a number of ways. It can provide a visual profile, create positive role models and, by increasing spectator appeal, help attract lucrative sponsorship opportunities for the sport. How the media portrays a particular sport or athlete can also impact on both the sport and/or the athlete’s credibility.
Teach PE: Sport and the Media
Available from http://www.teachpe.com/gcse_society/media.php)
The media includes any form of promotion of sport, such as:
- TV and Radio - Show (or commentate on) matches and competitions. There are also highlights; documentaries and quiz shows about sports!
- Cable and Satellite TV - These show events on a pay-per-view basis
- Internet - All teams and major athletes have their own websites where you can find all kinds of information about the team/athlete/matches
- Newspapers and Magazines - Print predictions and results, as well as articles about athletes and clubs
- Books and Films - Biographies are big business for ex sports players.
- The role the media plays in creating opportunities and access to physical activity is comprehensively examined in the structural level of Figueroa’s Framework. At this point, however, it may be noteworthy that the media itself can be considered a socialising agent (a group or organisation where the process of socialisation is enabled).
- To a large degree the media – and the beliefs, values, attitudes and behaviours it displays – is shaping the individual’s persona in the same way as parents, and so from this perspective, this one-way relationship is a valid area of investigation from the interpersonal level.
- It is worth emphasising that ‘mass media’ is basically a collective term that represents all sources through which news, entertainment and information is relayed. Many of these sources are constructed by companies whose primary objective is to make money. When it comes to physical activities and making money it is in the media’s financial interests to broadcast and publicise those sports that will draw the biggest sponsors and provide the largest viewer base. It might be a fair assumption that those activities that will supply the largest sponsors and most spectators would be the activities that our culture (and the many of individuals within it) value as being most important to the Australian lifestyle. Through the socialisation process at the interpersonal level an individual would learn to value those physical activities that are most commonly seen on television, believing these activities are of most cultural significance to Australians. In this way, the media helps to reinforce the cultural emphasis on rough, aggressive, masculine activities, and as a consequence opportunities in these sports significantly outweigh opportunities in activities that have limited or no media exposure. Activities with no media exposure may be disregarded by the individual as being culturally insignificant and, therefore, not worthy of their attention.
- The media also tend to promote and report on individual sporting ‘personalities’ and expose the lifestyles and affairs of elite athletes as entertainment or news. They present our sportspeople as compulsory ‘role-models’ for society – in particular, our young – and this reinforces the notion that athletes (and their attitudes and behaviours) are something to be aspired to. This assists the socialisation process as young individuals look to replicate the values, beliefs, attitudes and behaviours of our sporting stars in order to replicate their success. It is important to note that these ‘role-models’ may enhance or limit opportunities and access to various sports.