© 2007 mcgraw-hill higher education. all rights reserved. sport in society: issues and...

© 2007 McGraw-Hill Higher Education. All rights © 2007 McGraw-Hill Higher Education. All rights reserved.reserved.

Sport in Society:Issues and

Controversies

Chapter 12

Sports and the Media:

Could They Survive Without Each Other?


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


The Media Provide

Information

Interpretation

Entertainment


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


Media representations of sports are carefully edited to highlight dramatic action

“Quick! Bring the camera—this crash will boost our ratings!


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


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.


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?


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 athletes


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


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?


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


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


Table 12.1TV Rights Fees, 1986-2006 (in millions)

Sport 1986 1991 1996 2001 2006NFL 400 900 1100 2200 3735MLB 183 365 420 417 560NBA 30 219 275 660 767NHL 22 38 77 120 70NASCAR 3 NA NA 412 560NCAA Men’s B-ball Tournament 31 143 216 216 550NCAA (all women’s championships) NA NA NA NA 19WNBA NA NA NA 0 0


Figure 12.2

Escalating media rights fees for the Olympics (in millions)


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


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.


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”


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


Program Date Average Household Rating(in millions of households)*

1. M*A*S*H* (special) 2/28/83 50.22. Winter Olympics 2/23/94† 45.73. Super Bowl XXX 1/28/96 44.24. Super Bowl XXXII 1/25/98 43.65. Super Bowl XXXIV 1/30/00 43.66. Super Bowl XXVIII 1/30/94 42.97. Super Bowl XXXV I 2/3/02 42.68. Cheers 1/20/93 42.49. Super Bowl XXXI 1/26/97 42.010. Super Bowl XXVII 1/31/93 42.011. Super Bowl XL 2/5/06 41.6*12. Winter Olympics 2/25/94† 41.513. Super Bowl XX 1/26/86 41.514. Dallas 11/21/80 41.515. Super Bowl XXXVIII 2/1/04 41.416. Super Bowl XXXV 1/28/01 41.317. Super Bowl XXXIX 2/6/05 41.118. Super Bowl XXXVII 1/26/03 40.719. Seinfeld 5/14/98 40.520. Super Bowl XVII 1/30/83 40.521. Super Bowl XXI 1/25/87 40.022. Super Bowl XVI 1/24/84 40.023. Super Bowl XXXIII 1/31/99 39.924. Super Bowl XXIX 1/29/95 39.425. Super Bowl XIX 1/20/85 39.4*Note: revised to add Super Bowl XL, 2006


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


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


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.


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


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)


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)


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


Media sports present real-life violence. Should sport programs be rated for violence?

Figure 12.4

“Yes, I KNOW you watch CSI and Alias, but this hockey game contains real violence, so off to your room now!”


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


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


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.


Media differences in coverage of sportsNewspaper/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


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 LowLow HighLow High

Moderately restricted Heavily restrictedEntertain; provide Entertain and information “sell” sport eventsBe trustworthy Be knowledgeable investigators entertainersDon’t offend the Don’t offend theadvertisers sponsors

Occasionally Rarely

Copy desk editors Broadcast executives, and subeditors team management, sponsors/advertisersOften tense and Often friendly antagonistic and supportive

Based on credibility Based on style and writing skills personality


“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.”


Comparison of Sportswriters and Announcers

Sportswriters 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


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

© 2007 mcgraw-hill higher education. all rights reserved. sport in society: issues and...

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