Soc 28-Commercialisation of sport

Question 1

What is Commercialisation?

Answer 1

Making something available on the market; using something to make a profit.
Media: the main means of mass communication (television, radio, newspapers and internet).

Question 2

What is media?

Answer 2

The main means of mass communication (television, radio, newspapers and internet).

Question 3

How has commercialisation changed sport?

Answer 3

• As professionalism grew so did advertising and sponsorship because larger audiences were able to watch sporting events.
• When TV coverage began it meant that advertising and sponsors could reach millions of people at a time for some sports. The World Cup and Olympic are global events.

Question 4

How has the media changed sports?

Answer 4

• Increased media coverage has meant that sport has become more
  and more commercialised.
• As the media are there companies will try to exploit this opportunity
  to promote and sell their product

Question 5

What is the ‘golden triangle’?

Answer 5

• Sport, media and business are called the ‘golden triangle’. These three elements are closely linked to modern sport as the media and business invest so much money into sport. (All work hand in hand e.g businesses pay athletes to wear/sponsor their company, allowing for the media to see it and increase its attraction)

Question 6

Advantages of commercialisation

Answer 6

• Provides many sources of funds for individuals, groups and competitions
• Can support athletes who might otherwise not be able to take part
• Individual sports people and sports clubs can become rich and famous
• Can support sport at a national and international level
• Brings sport to a wider audience, so raises awareness
• May make people aware of sports or activities they didn’t know about
• Promotes an active lifestyle, which is good for health

Question 7

Disadvantages of commercialisation?

Answer 7

• Product promotion by successful sportspeople can make people want high-priced products they can’t afford
• Sponsors may demand things are done a certain way, which could clash with the ideals of an individual or group
• The most attractive athletes may get most support, while other good sportspeople miss out
• Seat prices for events may be too expensive for many people
• Audiences may find their enjoyment of sport interrupted or spoiled - for example, through advertising breaks

Question 8

What is sportsmanship (+examples)?

Answer 8

Definition: Qualities of fairness, following the rules, being gracious in defeat or victory. Competitor plays to the rules and does not try to cheat.
Examples:
● Shaking hands at the end of the game.
● Being honest and respectful to officials.

Question 9

What is gamesmanship (+examples)?

Answer 9

Definition: Bending the rules/ laws of a sport without actually breaking them. Competitor aims to win by any means, within or outside of the rules.
Example:
● Claiming a catch in cricket when you know the ball has bounced.
● Time wasting.

Question 10

What is deviance (+examples)

Answer 10

Definition: Behaviour that falls outside the norms or what is thought to be acceptable.
Example:
● Diving to win a penalty in football.
● Doping – Using performance-enhancing drugs to gain an unfair advantage (e.g., Lance Armstrong’s cycling scandal).

Question 11

Positive deviance ?

Answer 11

Positive deviance:
Deviance where there is no intention to cause harm or break the rules.
E.g. Continues to play whilst someone is injured.

Question 12

Negative deviance ?

Answer 12

Negative deviance:
Deviance that has a detrimental effect / intent to break rules.
E.g. Outside of the game situation someone could take a PED.