3.2.4.7 Impact of commercialisation on physical activity and sport and the relationship between sport and the media Flashcards
media
organised means of communication
large non of people reached quick
commercialisation
process attempting to gain money
from activity e.g. sport
treating of sport as a commodity, buying/selling of assets with market as driving force behind sport
sponsorship
company commits money/resources to organisation
exchanged for promotional benefits
6 advantages of golden triangle on elite athletes
- income to sport (TV- all levels)
- sponsors/income= pay advertising at grounds
- organised/fund = no of events/comps = better
- promotion = popularity= fans (BT women super league)
- wags/prize money - full time= role model
- facilities for performer and spectators
6 disadvantages of the golden triangle on elite athletes
- media focus on negatives e.g. cheats
- minority suffer
- pressure = demand = expectations
- lose control (KO times, breaks adverts)
- PEDS - money
- reliant on media as income
5 reasons why sports attract media attention?
e.g. tennis rugby football golf
- high skill level (watch/admire) - competitive comps
- visually appealing & physically challenging =excite
- easily understood (simple rules)
- easy to televise/short timescale fit into schedules
- nationally relevant (personalities and role models)
- male dominated = media favour
- easy to televise local timeframe (viewer schedule)
6 positive impacts of media on sport
- awareness/profile = participation
- funding = equipment
- coverage
- income
- organisation/comps/variations (T20) = rule changes
- standards/profile of sport
6 negative impacts of media on sport
- inequalities
- traditional nature = lose control
- reliant
- win at all costs/demands
- bad rep = decrease uptake
- focus on negatives
5 positive impacts of media/sponsors/commercialisation on performers
- earning potential (wages/prizes)
- role model status
- ambassadors & profile
- facilities (funding)
- full time
6 negative impacts of media/sponsors/commercialisation on performers
- play per season = fatigue
- private life invaded
- altered to suit viewers = awkward times
- deviant behaviour = pressure = win
- demands = commodities
- inequalities in funding
5 positive impact of media/sponsors/commercialisation on officials
- profile & promote fairness
- promote other than athletes
- salary/full time
- funding for training = standard
- funding = tech = aid decisions
negative impact of media/sponsors/commercialisation on officials
- abuse = unfavourable decision
- pressure for right decision
- over reliant on tech = inequalities
- demotion = highlight faulty decisions
positive impact of media/sponsors/commercialisation on coaches
- profile = awareness
- salaries
- sponsors funding/media rights = squads/facilities
- analyse more
negative impact of media/sponsors/commercialisation on coaches
- intense pressure for success
- public expectations
- deal with media difficult Qs
- inequalities of funding = minorities cant attract best = financial disadvantage
positive impact of media/sponsors/commercialisation on spectators
- standard = better entertainment
- viewing facilities
- technology
- access
- variations
- awareness and understanding
6 negative impact of media sponsors/commercialisation on spectators
- costs
- traditional nature
- breaks
- fewer tickets = gone to sponsors
- change in times
- minority = less coverage
Ofcom
code on sports and other listed and designated events
communications regulator in UK regulates TV sector
protect availability of major listed events in sport
ring-fenced
number of sporting events at national/international level = available for viewing on terrestrial/free access TV
rather than satellite/subscription channels
5 reasons for ring fencing of major events:
- access widest range of viewers
- avoid restricting to those who afford
- geographical access
- viewing of UK’s sporting heritage/culture
- access to events should be freely available (olympics)
merchandising
brand/image from one product used to sell another
7 reasons sport is attractive as a commercial enterprise (commercial sport)
- extensive media coverage
- large audience
- professional/high profile
- contracts/endorse products
- extensive advertising/sponsors/merchandising
- winning important = link to success
- media friendly/entertaining
benefits of sponsorship of a sport for a company
- sales/promotion
- brand awareness
- company image (healthy)
- entertain clients (hospitality)
- decrease tax paid
ring fencing
number of national and international sporting events must be free to watch and NOT only available through a paid subscription
2 categories of ring fencing
category A = events those which must have free live coverage
category B= events those which people can pay to view, must have certain coverage via highlights
