Soc 28: Commercialisation in Sport Flashcards
(13 cards)
What is commercialisation?
It involves making something available on the market and using it to make a profit. In sport it will involve advertising and sponsorships through things such as TV coverage in global events.
What is media?
The main means of mass communication, e.g. television, radio, newspapers, internet. Increased media coverage means the sport is more commercialised. Companies try to use media to promote and sell their products. Sports associations will use media to gain sponsorship.
How do sports and sponsorships link?
Sports use the money from sponsorships to invest in facilities, players, coaches, provision and own promotion. Companies sponsor sports teams, events and performers to promote their products to a wider audience.
How are sponsorship and media linked?
Media provides sponsors with a wider audience to promote their products/service to. This can result in a greater sponsorship for sports.
How do sport and media link?
Sports benefit and profit financially from increased awareness and exposure.
The media pays for the rights to broadcast sporting events.
Media coverage can inspire people to participate in the sport.
What are the advantages of commercialisation?
- Provides source of funds for individuals, groups and competition.
- Can support athletes who may not be able to take part.
- Individual sportspeople and clubs can become richer and more famous.
- Can support sport at national and international level.
- Promotion of elite sport can be tied in with support for grass roots level sport, spreading the benefits.
- Brings sport to wider audience to raise awareness.
- May make people aware of sports they didn’t know about and encourage more people to get involved in sport for the first time.
- Promotes an active lifestyle which is good for health.
What are the disadvantages of commercialisation?
- Product promotion by successful sportspeople can make people want expensive products they can’t afford.
- Sponsors may demand things to be done in a certain way which may clash with ideals of an individual or group.
- Beauty parade effect where most attractive athletes get support while other good sportspeople don’t.
- Seat prices for events might be too expensive for some.
- Audience may find enjoyment of aport interrupted/spoiled e.g. through advertising breaks.
- Sponsors can determine when or where events are put on which may exclude some people.
- Marketing links may be seen as inappropriate if they push products that aren’t part of a healthy lifestyle.
What is sportsmanship?
The qualities of fairness, following the rules and being gracious in victory of defeat where the competitor plays to the rules and does not try to cheat. E.g. shaking hands at end of game, being respectful to officials.
What is gamesmanship?
Bending the rules/laws of a sport without actually breaking them where the competitor aims to win by any means, within or outside the rules. E.g. time wasting, claiming a catch in cricket when you know it bounced.
What is deviance?
Behaviour that falls outside the norms or what is thought to be acceptable. E.g. diving in football, doping/PEDs to gain unfair advantage.
What is positive deviance?
Deviance where there is no intention to cause harm or break the rules. E.g. continues to play when someone is injured.
What is negative deviance?
Deviance that has a detrimental effect. The rules and regulations are broke and the referrer has to administer the rules. E.g. taking PEDs.
