1. Sport in Society: Issues and Controversies
Chapter 12
Sports and the Media:
Could They Survive Without Each Other?

2. Characteristics of the Media
Print media: words & images on paper
Newspapers, magazines & fanzines, books, catalogues, event programs, trading cards
Electronic media: words, commentary, & images transmitted by audio and/or video devices and technologies
Radio, television, film, video games, the Internet and online publications

3. The Media Provide
Information
Interpretation
Entertainment

4. Media Content
always edited and “re-presented” by those who control media organizations
Editing decisions are based on one or more of these goals:
Making profits
Shaping values
Providing a public service
Building artistic and technical reputations
Expressing self

5. Media representations of sports are carefully edited to highlight dramatic action
“Quick! Bring the camera—this crash will boost our ratings!

6. 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
Class inequality
as natural and necessary in society

7. The X Games were created by ESPN. ESPN is owned by ABC
The X Games were created by ESPN. ESPN is owned by ABC. ABC is owned by Disney. The power behind the X Games makes it difficult for the athletes to maintain the expressive, noncompetitive culture of alternative sports.

8. What If . . .
All TV documentaries were sponsored by environmental groups, labor organizations women’s groups?
Wouldn’t we ask questions about the content of those programs, and why we see and hear what we do?
99% of all sports programming in the media was sponsored by capitalist corporations?
Shouldn’t we ask questions about program content, whose interests it serves, and why we see and hear what we do?

9. Characteristics of the Internet
Extends and radically changes (potentially) our connections with the world
Is not 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

10. It is becoming more difficult to distinguish the simulations and media representations of sports today

11. Video Games & Virtual Sports
Research is needed to help answer questions such as:
What are the dynamics of playing video sport games and virtual sports, and how do they differ from other sport-related experiences?
How are video sport game experiences linked with other sport experiences?
What ideological themes are structured into the images and actions in video sport games?
Will virtual sports compliment or replace sports as we know them today?

12. Video Games as Simulated Sports
The graphics and images in video games now come close to matching images in televised sports
TV producers now use special filters to make the action in televised games look like video games
Some athletes use video sport games to train
Some children today are introduced to sports through video games
Being good at playing video sport games is a source of status among many young people
Playing sport video games provides regular social occasions for many people, especially young males

13. Do Sports Depend on the Media?
No, not when they are organized by and for the players themselves
Yes, when they are organized as forms of commercial entertainment
Media coverage attracts attention to sports and provides news of results
Television coverage remains a key factor in the growth and expansion of commercial sports

14. Table 12.1 TV Rights Fees, 1986-2006 (in millions)
Sport
NFL
MLB
NBA
NHL
NASCAR NA NA
NCAA Men’s
B-ball Tournament
NCAA (all women’s
championships) NA NA NA NA
WNBA NA NA NA

15. Escalating media rights fees for the Olympics (in millions)
Figure 12.2

18. Have Sports Sold Out to the Media?
Probably not – for two reasons:
Sports are not shaped primarily by the media in general or TV in particular
Sports are social constructions that emerge in connection with many social relationships
The media, including TV, do not operate in a political and economic vacuum
Media are regulated by government and market factors, which influence and set limits on media coverage & content

19. As more people use the electronic media to consume professional sports, local newspaper turn more attention to the coverage of high school and college sports.

20. Do the Media Depend on Sports?
Most media do not depend on sports
Daily newspapers depend on “sports sections” for circulation and ad revenues
Many television companies depend on sports to fill programming schedules, attract male viewers and the sponsors that want to reach them
Many sport events have media audiences with clearly identifiable “demographics”

21. Trends in Televised Sports
Rights fees have skyrocketed since 1960s
Sports programming has increased dramatically
As more events are covered, ratings for particular events have decreased
Audience fragmentation has occurred
Television companies use sports events to promote other programming
Television companies are parts of conglomerates that now own teams, sport events, and other businesses

22. Program Date Average Household Rating (in millions of households)*
1. M*A*S*H* (special) 2/28/
2. Winter Olympics 2/23/94†
3. Super Bowl XXX 1/28/
4. Super Bowl XXXII 1/25/
5. Super Bowl XXXIV 1/30/
6. Super Bowl XXVIII 1/30/
7. Super Bowl XXXV I 2/3/
8. Cheers 1/20/
9. Super Bowl XXXI 1/26/
10. Super Bowl XXVII 1/31/
11. Super Bowl XL 2/5/ *
12. Winter Olympics 2/25/94†
13. Super Bowl XX 1/26/
14. Dallas 11/21/
15. Super Bowl XXXVIII 2/1/
16. Super Bowl XXXV 1/28/
17. Super Bowl XXXIX 2/6/
18. Super Bowl XXXVII 1/26/
19. Seinfeld 5/14/
20. Super Bowl XVII 1/30/
21. Super Bowl XXI 1/25/
22. Super Bowl XVI 1/24/
23. Super Bowl XXXIII 1/31/
24. Super Bowl XXIX 1/29/
25. Super Bowl XIX 1/20/
*Note: revised to add Super Bowl XL, 2006

23. 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
cultural legitimacy
product familiarity
ideological support for a way of life based on consumption, competition, and individual achievement

24. Executives’ decisions in global media companies influence what sports we see and read about in the media

25. Alcohol & Tobacco Sponsorships
Corporations selling alcohol and tobacco use sports to promote products in connection with activities that people define as healthy
If these corporations cannot sponsor televised events, they put signage on people, equipment, and facilities that are viewed during television coverage.

26. Corporate Sponsorships and Gender Ideology
Decision-making power in large media corporations rests with many male executives who love sports
The values and experiences of men are deeply embedded in the cultures of these corporations
When sports emphasize competition, domination, and achievement, many male executives feel that these are crucial factors in their companies
This means they will pay large fees to hire coaches and athletes as “motivational” speakers in their companies

27. Images and Messages in Media Sports (I)
Media coverage is constructed around specific themes and messages:
Success themes
Emphasis on winners, losers, and final scores
Emphasis on big plays, big hits, and sacrificing self for team success
(continued)

28. Images and Messages in Media Sports (II)
Masculinity and femininity themes
Coverage privileges men over women
Heterosexuality is assumed; homosexuality is erased and ignored
Coverage reproduces dominant ideas about manhood, but may challenge ideas about femininity (continued)

29. Images and Messages in Media Sports (III)
Race and ethnicity themes
Racial ideology has influenced coverage of black athletes, especially males
Whiteness is erased in coverage; it is assumed as the standard
Nationalism is emphasized
“We” - “They” distinctions are common
Individualism is highlighted
Aggression is glorified; athletes are presented as warriors

30. Figure 12.4
Media sports present real-life violence. Should sport programs be rated for violence?
“Yes, I KNOW you watch CSI and Alias, but this hockey game contains real violence, so off to your room now!”

31. Media Impact on Sport-Related Behaviors
Active participation in sports
Some negative, some positive effects
Attendance at sport events
Media generally increase attendance at elite events, but may decrease attendance at local events
Gambling on sports
Media are indirectly linked to gambling
Internet may change this to direct link

32. Audience Experiences With Media Sports
Research shows:
Watching television sports is not a major activity in the lives of most adults
Football “widows” and men who just sit in front of the TV watching sports are rare
Men & women who live together often watch sports together
Most partners in couples accommodate each other’s viewing habits over time

33. The Profession of Sports Journalism
The work of sports journalists does matter when it comes to cultural ideology and public consciousness
Tensions between players and sportswriters have intensified as differences in their salaries and backgrounds have become more pronounced
Ethical issues have become increasingly important in sports journalism because the stakes are so high for teams, athletes, coaches, owners, etc.

34. Media differences in coverage of sports
Newspaper/Magazine Coverage
Emphasizes information 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/Television Coverage
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

35. Sportswriters Sports Announcers
Role Characteristics
Job security
Salary
Popularity/public recognition
Freedom of expression in job
Purpose of role
Role expectations
Management expectations
Opportunities for investigative reporting
On-the-job contacts
Relationships with players
Attachment with public
Sportswriters Sports Announcers
High Low
Low High
Moderately restricted Heavily restricted
Entertain; provide Entertain and information “sell” sport events
Be trustworthy Be knowledgeable investigators entertainers
Don’t offend the Don’t offend the
advertisers sponsors
Occasionally Rarely
Copy desk editors Broadcast executives, and subeditors team management, sponsors/advertisers
Often tense and Often friendly
antagonistic and supportive
Based on credibility Based on style and writing skills personality

36. “If it bleeds, it leads” in the local news and in sports.
“I used to do sports, so I know the rule at Fox: If it bleeds, it leads.”

38. Comparison of Sportswriters and Announcers
Work behind scenes
Seldom recognized
Low salaries; paid by publications
Low regulation by sport management
Job focuses on providing information
Announcers
Celebrity status
Public recognition
High salaries; often paid by management
Comments regulated by management
Job focuses on “selling” the sport

39. Comparison of Print and Broadcast Media
Print Media
News & information
Summaries of past events
Concrete information
Success based on preserving credibility
Highlights behind-the-scenes stories
Provides more critical coverage
Broadcast Media
Entertainment
Play-by-play coverage
Real-time action
Success based on generating hype
Highlights action and heroic displays
Provides more supportive coverage