Increase media coverage

Television and media outlets deliver what the Australian society watch and read about in regard to sport.

Media the means of communication, such as radio and television, newspapers, and magazines that reach or widely influence people

Media (Pg 486) The manner in which sport is promoted and distributed is a strong socialising agent within our society. Which sports are covered and which are not have major influences on an individual’s access and opportunities to participate (Amezdroz et al, 2010). Pg 486

Sport relies on media to promote its various forms the media has a powerful role in making particular sports popular through the levels of coverage (Amezdroz et al, 2004) the prominence they are given (Amezdroz et al, 2004)

Media-sport (pg 517) the product transmitted to viewers through selected images and descriptions represents the ideas that people have about sport, values and social life

The images used are selected to (pg 517) Make “good television” And reinforce the traditional sporting stereotypes To maintain the social status quo within Australia

New sportsreceive little coverage although they have the potential to attract large audiences (Amezdroz et al, 2010).

If badminton were to receive equitable media exposure help increase the participation rate of Badminton in Australia. help it become the norm within the Australian culture.

Example Kerry Packer (depicted in the series – ‘Howzat!’) challenged the existing status quo of cricket and through media changed its format that is now an integral part of the Australian culture.

Sports are selected to attract media and sponsorship attention (pg 518)

Sponsorship a body that finances an event or individuals in return for advertising time (Sponsorship, 2011).

Sponsorship (Amezdroz et al, 2004) is the relationship between sponsorshipviewer interest sports development with television at the hub

Sponsorship leads to sports development which is viewed in the media creates viewer interest. becoming more attractive to sponsors

Without sponsors no funding for the development of badminton so the exposure in the media is poor limiting viewer interest Which is not attractive to sponsorship.

Sports are selected for their coverage on the basis of (pg 517) their appeal to audiences the revenue raising potential they are able to generate

An example is Woman’s netball has been receiving more media exposure on a regular basis As it grows in popularity. the more potential it creates for sponsorship.

Advertising has become an integral part of the media– sport relationship. Advertisers promote their products by using sportsporting personalities. The advertising power of television leads to the creation of sports stars. These sports stars can become role models to the spectator.

Role models people who serve as an example or whose behavior is emulated by others

Spectators follow a particular sport because of these role models. want to watch them be like them support them more likely to watch the sport that involves their favourite player.

Badminton, through the media, needs to create role models for spectators to emulate in order to increase its popularity.

An example high profile sports (AFL; Rugby League) abundance of role models exposure in the media have a considerable influence promote the culture, values and norms shared by Australian society.

Spectators will also focus attention on specific athletes during a contest, usually those possessing the greatest (Madrigal, 2006). prominencerenownnotoriety

Example Usain Bolt; Ian Thorpe; Shane Warne inspire people to watch them compete raise the popularity of that sport.