Commercialism/Media Flashcards
What is commercialism?
The management of sport for profit. Makes sport a product to be bought and sold.
What is media?
One element of the ‘golden triangle’; Television, radio, written press and the internet; aims are to inform, educate, entertain and advertise.
What are the 5 factors leading to commercialism?
Growing public interest/spectatorship Professionalism More media interest Sponsorship Advertising
How is growing public interest/spectatorship a factor leading to commercialism?
The viewing public increasingly want to watch, attend and be entertained by sport. This also leads to increased participation.
More money to sports with the greater spectatorship. More people involved in a sport, more opportunity to sell goods and services. Money invested into the sport to develop facilities & improve performance.
How is professionalism a factor leading to commercialism?
Elite sport is now a highly serious professional product. Greater professionalism leads to the attraction of sponsorship.
Increased playing, endorsement and sponsorship opportunities.
How is more media interest a factor leading to commercialism?
Increased coverage by sky sports and other dedicated TV & radio sports channels.
More exposure means companies want to sponsor events & their participants.
Leading to increased revenue for the media companies & increased investment in sport.
How is sponsorship a factor leading to commercialism?
Greater professionalism and wider exposure of sport is likely to attract sponsorship from commercial organisations. Sponsorship is the support of an event, activity or person related to sport, by providing money or goods.
What is spectatorship?
The act of watching something without taking part; often related to sports spectators.
How is advertising a factor leading to commercialism?
Product exposure via sports gives huge profits or business opportunities
What can commercialism have an impact on?
Society
Individual sports
Performers
Spectatorship
What are the positive impacts of commercialism on society?
The public has become more knowledgeable about sport.
Participation rates could increase due to positive role modelling, inspiration and encouragement.
Watching or participating both have the potential to be healthy pastimes.
What are the negative impacts of commercialism on society?
Some may dislike the ‘win at all costs’ ethic that could be linked to violence, corruption and cheating.
What are the positive impacts of commercialism on individual sports?
Increased revenue can be used to improve stadia or training facilities, help with player recruitment and development and increased wages/fees.
TV income has made some sports less reliant upon gate receipts.
Leagues/tournaments can be established that otherwise wouldn’t be.
Format of some sports has changed to make it more entertaining and suitable (cricket)
What are the negative impacts of commercialism on individual sports?
Control has moved away from NGB’s to media companies.
Maximum revenue goes to the big sports which are usually male dominated.
Sport has become too reliant on TV revenue.
Smaller, minority sports still lag behind.
Some argue that business interests are more important than sport.
Some believe that sport has lost its tradition/values.
Some may dislike their sponsor or their stadium being named after a certain business.
What are the positive impacts of commercialism on performers?
Sponsorship helps with kit, equipment, training, travel, competition and accommodation costs.
For a minority athlete, there is the opportunity for wealth and fame
What are the negative impacts of commercialism on performers?
Can become commodities/billboards.
Can experience high levels of pressure.
Sponsorship is unevenly distributed between sports / performers. Too much emphasis on marketability.
What are the positive impacts of commercialism on spectators?
More opportunity to see top quality sport as playing season is longer.
There is more information and education surrounding as well as sport being more entertaining.
Spectators can become more knowledgeable about sport.
What are the negative impacts of commercialism on spectators?
There is a high cost of tickets to see live performance.
The cost of subscribing to sports channels can be restrictive.
Advertising can be intrusive.
Some spectators may dislike the sponsor of their team.
Some would prefer less advertisement and more sporting action.
How was coverage different in the 1980’s?
Most presenters were male.
Covered predominantly male sports (sexism).
Hooliganism big feature and media coverage dominated with negative aspects of sport spectators.
Media coverage of global events limited to Olympics and world cup.
Why has coverage changed since the 1980’s?
Satellite TV - SkySports.
Growth of different types of media - streaming, magazines and papers.
Buying/selling of TV rights
Increased opportunities for women
Less discrimination of women, more presenters and performers
What is coverage like today?
Sport is now available 24/7
Available on different types of media
Designed for entertainment - Pay-per-view, subscription, red button, split screen, multi view.
Greater variety - more coverage of minority sports.
Rewind/pause option of live events.
Minority, female and disability sports are still under-represented
Who does media effect?
Individual sports
Performers
Spectators
How does media positively effect individual sports?
Greater profile and increased publicity.
Increased status/reputation.
Increased funding.
Exposure of minority & disability sports.
Stereotypes broken.
Tweaking rules to increase entertainment.
Improved standards/world records.
Disclosure of scandals/elimination of corruption.
How does media negatively effect individual sports?
Individual sports can end up being run by the media.
Certain sports dominate - mainstream men sport.
Certain products like alcohol/tobacco give sport a bad image.
Irresponsible press coverage - media can trivialise / sensationalise sport / performers
How does media positively effect performers?
Increased participation
Fairer outcomes
Greater profile - minority have a chance fame / fortune
How does media negatively effect performers?
Huge pressure - The media can intrude on performers private life.
Irresponsible press coverage.
Some performers may be exploited.
May be a loss of enjoyment.
Only a small minority get a big financial reward.
How does media positively effect spectators?
Positive role models are created.
Sport is now more entertaining
How does media negatively effect spectators?
Bad behaviour and negative role models copied,
Can create ‘couch potatoes’ rather than active participants.
Public given sensational view rather than realistic view.
Cost of pay-per-view and subscription may exclude some from major events.
What is the golden triangle?
The interdependence and influences of the 3 factors of sport, sponsorship and media. One aspect influences the other.
What is a commodity/how is sport a commodity?
An article that can be traded.
A sport is sold to different media outlets and companies that want to associate their brand with a particular sport.
How does the golden triangle work?
The golden triangle cannot be separated into its component parts.
Each part is dependent upon links with and affects the other 2 parts.
It is therefore, strong and interdependent.
What is the sports role in the golden triangle?
Raise their status and profile via global media outlets and sponsorship revenue and invest in their elite athletes as well as grassroots development.
What is the media’s role in the golden triangle?
The media show sport because of the perceived needs of the viewers and also receive healthy advertising revenue (sponsorship).
What is the sponsorship’s role in the golden triangle?
Commercial organisations pay large sums of money to advertise their product in the media.
