1. 12-1 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Sports in Society: Issues and Controversies in Australia and new Zealand Chapter 12 Sports and the Media : Could They Survive Without Each Other?

2. 12-2 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley 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. 12-3 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley The Media Provide Information Interpretation Entertainment

4. 12-4 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Media Content Media content is always edited and re-presented by those who control media organisations 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. 12-5 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley 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.

6. 12-6 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley What If... All TV documentaries were sponsored by environmental groups, labour organisations womens groups? –Wouldnt we ask questions about the content of those programs, and ask why we see what we see and why we hear what we hear? 99% of all sports programming in the media was sponsored by capitalist corporations? –Shouldnt we ask questions about the content of that programming, whose interests it serves, and why we see and hear what we do?

7. 12-7 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Characteristics of the Internet 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 competitors.

8. 12-8 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley 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?

9. 12-9 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley 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 competitors 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.

10. 12-10 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Do Sports Depend on the Media? No, not when they are organised by and for the players themselves. Yes, when they are organised 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.

11. 12-11 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Figure 12.2 Escalating media rights fees for the Olympics (in millions)

12. 12-12 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley 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

13. 12-13 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Do the Media Depend on Sports? Most media do not depend on sports for content or sales. Daily newspapers have depended on sports sections to increase circulation and advertising revenues. Many television companies have depended 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.

14. 12-14 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Trends in Televised Sports Rights fees have escalated rapidly since the 1960s. Sports programming has increased dramatically. As more events are covered, ratings for some 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.

15. 12-15 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Global Economic Factors in the Sports-Media Relationship Global economic factors have intensified the sport- media relationship because transnational corporations need vehicles for developing: Global name recognition Global cultural legitimacy Global product familiarity Global ideological support for a way of life based on consumption, competition, individual achievement, and a focus on social status and material possessions.

16. 12-16 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Alcohol & Tobacco Sponsorships Corporations that sell alcohol and tobacco see sports as key vehicles for promoting their 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.

17. 12-17 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley 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 emphasise 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.

18. 12-18 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley 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)

19. 12-19 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Images and Messages in Media Sports (II) Media coverage is constructed around specific themes and messages: 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)

20. 12-20 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley 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 emphasised –We - They distinctions are common. Individualism is highlighted. Aggression is glorified; competitors are presented as warriors.

21. 12-21 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Media Impact on Sport-Related Behaviours 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

22. 12-22 Copyright 2009 McGraw-Hill Australia Pty Ltd PPTs t/a Sports in Society by Coakley Audience Experiences With Media Sports Research shows that: 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 not as common as many people think. –Men and women who live together often share the experience of watching sports. –Most partners in couples accommodate each others viewing habits over time.