FQ3: How does the mass media contribute to people’s understanding, values and beliefs about sport? Flashcards
What is mass media?
communication that is directed from one source to a large percentage of the population
includes electronic media, print media
one of the most powerful influences on people’s opinions, beliefs and habits
What is the representation of sport in media?
Representation of sport in print media reflects societal values
Reporters use metaphors + cliches to create images of players as sporting idols
Male players: mentally tough, fiercely competitive, driven by passion for game + totally focused on winning
Special articles about profile players - coincide with major sporting events
‘Legends of the game’, luxurious lifestyle, ‘eligible bachelors’
Important games = battles
Media favours the male dominated sport - e.g. Matildas playing on the 3rd of June received very little coverage on the day compared to State of Origin which was starting 2 days later and received a lot more coverage
Contact sports receive a lot of coverage
Traditional sports receive more coverage than non-traditional sports
Shows presented in various ways and often to suit a promotional agenda
- e.g. Channel 9’s Sport Sunday → presented to provide information about sport but often includes interviews with players and entertaining features about athletes
Presented as a variety show - includes past athletes
Newspapers written to target different social audiences
- Broadsheets: e.g. The Australian → aimed at ‘white-collar’ workers
- Tabloids: e.g. Daily Telegraph → traditionally read by the working class
Owners of newspapers have the power to control the nature of newspaper content + promote certain sports
What are the economic considerations of media coverage and sport?
Sport is popular with TV programmers - entertaining and relatively inexpensive to produce
- events scheduled through year
- use existing facilities
- sporting associations - keen for publicity
Financially - media benefits forms relationships with sport
- TV Stations: great mileage out of past footage, plays of week, plays of month, legend of game, lead-up commentary –> led sports to seek greater control of media rights - profit more from relationships (e.g. AFL)
Explain how the World Series Cricket has exemplified the relationship between sport and mass media?
MASS MEDIA: late media tycoon Kerry Packer instigated rebel cricket concept “World Series Cricket”
RULE MODIFICATION FOR ECONOMIC CONSIDERATION:
- designed and packaged a sport that was purpose-built for TV
- more colourful uniforms
- adjusted times of games to peak viewing hours
- ball changed colour from red to white for better visibility
- Studies show cricket umpires favored home teams. The introduction of neutral umpires reduced this bias.
- Auction theory: The IPL player auction offers insights into valuing talent and auction efficiency.
- The Hundred aims to attract a wider audience with its shorter format and franchise system.
BENEFICIARIES:
Benefit to media
- One Day matches → shorter product to suit TV
- Coloured uniforms → generated interest and brought brightness into the game merchandise bringing revenue
- White coloured Ball → easier to see on the TV and also able to be seen at night
- 20/20 matches → faster, more exciting spectacle, to suit TV
- Third Umpire/VAR Review → adds excitement and ensures the correct decision
What is demographic data?
Demographic data → arise from statistical studies of the population - its size, structure, distribution and habits
- To a large extent: gathered on viewers and readers opinions will dictate the types of stories or messages given in the mass media
- Newspapers, magazines and TV stations generate income by selling advertising space and time in papers and programs
- Promote stories that are entertaining, have social impact or report on dramatic events
What are the differences in coverage for different sports? (HINT: include media’s first and second responsibilities)
Intense competition between newspapers and TV = sensationalism in stories
- violent images in sport are often promoted (sometimes overshadow the rest of the game e.g. fights in rugby league or AFL replayed)
Media’s first responsibility should be to provide a balanced perspective
- OFTEN: biassed viewpoint and fixed stereotypes are used to validate a stance and satisfy public opinion
- E.g: media reports tend to focus on fights in soccer games
People get the impression that soccer games are attended by hooligans intent on rioting and causing public mischief
In fact: majority of spectators are law-abiding citizens
Media’s second responsibility should be to encourage public debate on social issues
- Drugs in sport debate: extensive media coverage
- Future of sport and Olympics will be affected by how well this issue is publicly examined - feasible solution can be achieved
Language to describe sporting events: plays a role in perception of PA and sport
- Metaphors that emphasise violent or combative elements of games - often used to promote them in the media
- Highlighting competitive tension of a match
- Warlike imagery: presents sport as a high-stakes, violent physical competitions with urgent life or death consequences
- Wins and losses or weak and strong teams
Physical and combative imagery → dominating or crushing, conquered or defeated
How does the emergence of extreme sports as entertainment satisfy demand?
- Media has inadvertently pushed athletes to take increasingly higher risks (e.g. jump higher, go faster, do more complicated manoeuvres) → e.g. double somersault does not impress, triple or quadruple does
- Audience wants to be part of action + experience
e.g. Filming done with handheld cameras + helmet-mounted cameras + camera operators → place themselves at risk in same environment for close-up on action - Self-regulatory at best → grey area regarding rules + safety requirements + responsibility
What audience views in final edited package - may not reflect high level of skill, training and preparation + evidence of major injury, Insurance for sport us become a contentious issue, Extreme sports lack governing bodies
Unable to regulate the rules
What are the benefits of broadcasting extreme sports, in terms of cost-effectiveness?
- Requires fewer people to be involved
- Lower production costs
- Stores for when needed
- Fills the gaps in traditional sports coverage
Provide an example of an extreme sports, and analyse how the media reinforces and/or challenges participation in extreme sports.
- EXAMPLE: BMX cyclist Caroline Buchanan - shares her training routines and meticulously edited competition footage on platforms like Instagram and TikTok, catering to diverse audiences by offering a sense of participation in the action as per spectator requirements.
- EXAMPLE: GoPro Camera - capturing the athlete’s experience, making extreme sports more accessible to viewers
- Younger generations are disenchanted with traditional sports - TV networks have recognised this = caters to audience need for thrill
- Social media + technological improvements - amplify participation = appeal to relatability through “homegrown heroes”
- Increased media coverage = increased sponsorships and advertisements - appeal to wider audiences
