6 Socio-cultural Influences Flashcards
social groups
gender
race/religion/culture
age
family/friends/peers
disability
factors which contribute to the engagement patterns in social groups
attitudes
role models
accessibility to facilities
media coverage
sexism
stereotyping
culture/religion
family commitments
available leisure time
familiarity
education
adaptability/inclusivity
socio-economic factors / disposable income
definition of commercialisation
The process of making a product available for sale for financial gain
refers to the management or utilisation of sports to generate revenue
relationship between sport, sponsorship and media
all linked together
sport/sponsorship - sport is an easy way of cheaply advertising products
sponsorship can increase the population of a sport
sponsorship money can improve sporting facilities
sponsorship/media - media can attract sponsorship
businesses need media to promote products
media charges businesses to advertise their products
sport/media - elite sport is media commodity
sport is available to watch all day
media has celebritised sports players
definition of sponsorship
a partnership between a sports team, or person, and a business (the sponsor) which provides financial support for the sport
definition of media
a company who communicates sports to a wide range of audiences to educate or entertain or advertise
types of sponsership
financial
clothing + footwear and equipment
facilities
types of media
television
radio
the press
the internet
social media
positive impacts of sponsorship and media - on the performer
Sponsorship may provide athletes with additional income; this may give them better access to training facilities, clothing, equipment and footwear which prevent injury and help individual improve
Being in a better financial position may free performers from paid employment, giving them more time for training helping them improve
Performers may be ‘gifted’ free clothing, equipment or footwear to use, and they may receive payment for wearing branded merchandise
positive impacts of sponsorship and media - sport
Increased income from sponsorship for a sport and its teams reduces the pressure to receive income from spectators and fans; focus can instead be put on improving players’ skills or raising money for other facilities making a better experience for players and the fans get cheaper tickets
Sponsorship may allow clubs to improve facilities in the sport, such as new equipment, clubhouses, paying for coaching, physiotherapists, and the development of training and outreach programmes helping players improve and reducing injury chance
positive impacts of sponsorship and media - official
Officials in professional sports are paid for their role; the more elite and high-profile a sport is, the higher their earnings can be
Officials get the opportunity to travel with the sport which can offer additional benefits, such as time away from daily life and routines
Some officials can become well known within their sport; this can bring in additional income and other opportunities
positive impacts of sponsorship and media - audience/spectator
There are better facilities, better players and the sport is played at a higher standard
Spectators can view sports in a variety of ways, such as TV or the internet, from the comfort of their own homes
The use of better technology at matches, such as instant replay, means audiences can be more informed and involved in games
Watching sports on devices means there are a variety of camera angles and commentary used for a better viewing experience
Fans have an array of sports merchandise available to them which allows them to be more integrated with the sport and other fans
More popular sports may have longer seasons and more games which gives more viewing opportunities for audiences
Increased media coverage and sponsorships of sports means there are more sports to view with dedicated sports TV channels, radio, magazines, newspapers and websites
positive impacts of sponsorship and media - sponsor/company
Sport in the media can help publicise and raise awareness of a brand; this can increase revenue through increased sales of products
Positivity associated with a sport, e.g. health and fitness, can be transferred to a brand or company; this can help sponsors reach larger audiences and improve their reputation
negative impacts of sponsorship and media - on the performer
A high income for performers may give unwanted ‘celebrity’ status and take them away from normal life, routines and structures; this can cause unwanted attention and impact free time and privacy
Sponsors may give certain conditions in their contracts which may mean performers have to attend particular events or give interviews; this may take away free time or privacy
Performers may have to wear or use clothing or equipment which may not be suitable or to their liking; this may impact performance or go against their values
Poor performance may risk a loss of sponsorship and therefore income; this can put unnecessary pressure on performers to succeed
negative impacts of sponsorship and media - sport
Some sponsorships, e.g. from alcoholic products, may give a negative image to the sport; this might distract from the values of the sport and promote other attributes such as poor health
High-income sponsorship is associated with the media and is focused on sports receiving high levels of media interest, such as Premier League football in the UK; this means there is less financial gain for minor sports
negative impacts of sponsorship and media - official
The media output associated with some sports can put pressure on officials and bring negative attention to them because of decisions they have made during play; this could lead to losing their jobs or being dropped from the sport entirely
negative impacts of sponsorship and media - audience/spectator
Popular sports with more media coverage have higher costs associated with viewing live matches (e.g. ticket prices) or purchasing merchandise; this may limit accessibility for some social groups, such as those with lower incomes
negative impacts of sponsorship and media - sponsor/company
The reputation of a brand may be affected negatively by any wrongdoing from a sponsored team or performer; this may affect sales
positive impacts of technology - performer
The health of the performer can be monitored through technology, such as heart rate monitors and body fat monitors
Nutrition can be analysed and diets altered by calorie tracking software; this means that performers can maintain peak health before events
The safety of performers has improved due to better technology, such as improved helmets and body armour
Sports equipment and clothing can improve an athlete’s performance, e.g. swimwear that reduces drag in the water
Disabled athletes have access to better technology, such as prosthetics
Apps and wearable technology exist that can analyse the performance of performers; this allows for detailed analysis after events and more targeted training goals
positive impacts of technology - sport
Instead of humans, technology can now give more accurate analysis and visuals for a game:
Electronic timing
Instant replay
VAR (video assistance referee)
Hawk-Eye - a ball-tracking software to help improve the accuracy of official decisions
positive impacts of technology - official
Officials can use technology to improve their decision making, meaning more accurate outcomes for performers and teams
VAR technology allows a team of officials to analyse real-time footage of games and work alongside referees and officials
positive impacts of technology - audience/spectator
Spectators can have interactive and immersive viewing opportunities, e.g. through a mobile phone app; this can increase fan engagement
Smart software exists to improve the sound and visual effects for viewing sport in the home, creating a multi-sensory experience
positive impacts of technology - sponsor/company
Digital advertising means that sponsors can reach a wider audience
Targeted advertisements on mobile phone apps mean that companies can reach target audiences easily
New technology means a company’s brand can be projected onto pitches and buildings or shown on-screen, without the need to install any physical advertisements
negative impacts of technology - performer
New technologies cost money; not all performers have the funds to invest in technology to support and improve their performance
Match analysis technology can be used by opponents to identify weaknesses and gain an advantage
Some sports may use technology to cheat, such as electric motors being fitted to racing bikes; this is known as motor doping
negative impacts of technology - sport
Sports facilities, clubs and teams with access to better technology have an advantage over those without; this creates an unequal playing field for competitors
negative impacts of technology - official
Officials may become over-reliant on technology which means there is a lack of trust between spectators, players and officials
It can take time to analyse digital footage which can slow the game or sport, leading to frustration from performers
negative impacts of technology - audience/spectator
New viewing technologies may be too expensive for some spectators, limiting access for all
Spectators may find delays during analysis of digital footage frustrating
negative impacts of technology - sponsor/company
As with all sponsorship, any wrongdoing in the sport, or from a performer, can impact a company negatively and decrease their sales and profit
definition of etiquette
the unwritten rules, or customs, of a sport; it is expected that performers and participants follow these rules
examples:
kicking the ball out in football if there is an injury
shaking hands after a match
definition of sportsmanship
participants play by the rules and within the spirit of the game. It involves respecting others in the sport, including the opposition, and acting graciously upon losing
examples:
congratulating the opposition if they win
helping an injured player
definition of gamesmanship
bending the rules in such a way as to not be punished or disciplined for rule-breaking; this is often to gain an advantage over other competitors
examples:
time wasting when winning
distracting an opponent
definition of contract to compete
an agreement whereby a player will aim to win and play within the rules whilst allowing other competitors a fair chance to play and win
Examples:
trying your hardest
not doping or cheating
positive effects of spectators at matches
creates an atmosphere
home field advantage
negative effects of spectators at matches
negative performance of players due to increased pressure
crowd trouble / hooliganism
safety costs/concerns
negative effect on participation levels for younger players
reasons for hooliganism
rivalries
hype
fuelled by alcohol/drugs
gang culture
frustration
display of masculinity
strategies to combat hooliganism - early kick offs
Local pubs may lose income as a result of this strategy but stops people coming already drunk
strategies to combat hooliganism - seat only stadiums
spectators stay in their seats and are not able to move around as much so better control over the number of tickets that can be sold but this is costly to the sport and this cost may be offset by higher ticket prices or reduced funds elsewhere in the sport, e.g. player wages or employment of coaches
strategies to combat hooliganism - segregation of fans
This can be costly to police and seating that is purposefully left empty will impact ticket sales and profit but reduces fights due to opposition fans mixing
strategies to combat hooliganism - improved security
reduces chances of fights breaking out but is expensive
strategies to combat hooliganism - alcohol restrictions
reduces hooliganism as there are less drunk people but negatively effects businesses
strategies to combat hooliganism - travel restrictions
stops known hooligans travelling reducing the chance there will be fights but is expensive for police
strategies to combat hooliganism - campaigns against
discourages bad behavior but people may not listen and can be very expensive
what are the 5 categories of prohibited substances
stimulants
narcotic analgesics
anabolic agents
peptide hormones
diuretics
stimulants
increase activity in parts of the brain
positive effects:
increased alertness
decreased reaction time
reduced tiredness
increased aggression
negative effects:
highly addictive
raised blood pressure
reduced sleep quality
increased risk of heart attacks and strokes
examples of stimulants:
caffeine (legal)
amphetamines (illegal)
used in short distance running (eg 100m sprints) to improve reaction time to gun
Jamaican sprinter and track star Asafa Powell was caught using the banned stimulant oxilofrine in 2013.
narcotic analgesics
they are very strong pain killers used to numb pain
positive effects:
used to numb pain allowing athletes to play/train through injury and so not miss a big event
negative effects:
may make injury worse by continuing to play and not resting or cause new injury from overtraining
highly addictive with strong withdrawal symptoms
nausea
dizziness
organ damage
hormonal imbalances
examples of narcotic analgesics:
ibuprofen (legal)
morphine (legal if prescribed)
heroin (illegal)
used in sports such as football, rugby, boxing
anabolic agents
used to increase muscle mass and muscle growth
positive effects:
improves strength
improves power
recover from injury quicker
negative effects:
addiction to substances
high blood pressure
liver, kidney, heart damage
hormonal imbalances
examples:
anabolic steroids (illegal)
used in sports like weight lifting, cycling, sprinting
Ben Johnson a Canadian sprinter was caught taking steroids and in the 1980s and had his titles stripped
peptide hormones
peptide hormones are naturally occurring hormones in the body but athletes can take synthetic versions
positive effects:
improved oxygen carrying capacity as more RBCs produces meaning more efficient transport of O2 and glucose so more aerobic respiration
negative effects:
headaches
nausea
increased viscosity of blood
increased blood pressure
increased risk of strokes
kidney damage
examples:
synthetic EPOs (illegal)
Lance Armstrong was a cyclist who won Tour de France 7 times who was caught using EPOs
diuretics
remove excess water from the body
positive effects:
cause rapid weight loss
can mask other PEDs
negative effects:
Electrolyte imbalances
dehydration (and its side effects)
kidney damage
low blood pressure
muscle cramps
examples:
caffeine (legal)
athletes for boxing or horse riding take these to make weight categories as these enable them to quickly lose weight
Blood doping
prohibited method
used to increase the number of RBCs in the body
positive effects:
improves oxygen carrying capacity as your RBC count is increased
negative effects:
thickening of blood (viscosity)
potential infection
potential for heart attack
embolism (blockage of vessel)
method:
remove blood from the athlete a few weeks before event
freeze in storage
the athletes body then produces more blood and RBCs to replace removed blood
1-2 days before event, thaw blood and reinject into athlete to increase the RBC count
benefits endurance athletes:
long distance runners
distance swimmers
distance cyclists
cross country skiers
Max Hauke - Austrian Olympic skier was caught blood doping and was banned
Beta blockers
reduce effect of adrenaline on the body which improves fine motor controls meaning precise movements can be carried out better
positive effects:
Reduced heart rate
Reduced muscle tension
Reduced blood pressure
reduce the effects of adrenaline
improve fine control/preciseness
negative effects:
nausea
weakness
heart issues
are only legal if they have been prescribed by medical professionals
used in fine motor sports such as archery, shooting, snooker, darts
advantages on the performer when taking PEDs
increased chances of success
fame
wealth
level playing field if other athletes are taking PEDs
disadvantages on the performer when taking PEDs
cheating
immoral
health risks
fines
bans
reputational damage
disadvantages on the sport when taking PEDs
damages reputation
decreased credibility
