Sport media and culture: Who's calling the shots?
Sport media and culture: Who's calling the shots?

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Sport media and culture: Who's calling the shots?

4 Conclusion

  • Since its invention, modern sport has been closely linked to the mass media as a central part of popular culture.

  • The media have expanded the reach of sports audiences and helped populate and enrich professional sport.

  • Sport provides exciting content for the media through comprehensible narratives and modern heroes and celebrities.

  • The media are selective in their coverage of sport, demonstrating inequalities such as those of class, ethnicity and gender, even though sport crosses social boundaries in its appeal and is frequently deployed to represent the nation.

  • Sport and the media are very closely enmeshed; sport provides material for the media to communicate, but the media play a big part in determining which sports are covered and what meanings are attached to them.

  • The media have shaped sports by:

    • a.emphasising some and ignoring others

    • b.creating new sports and competitions

    • c.changing the rules of some sports

    • d.framing and reinventing sport as narratives with engaging characters.

  • Sports stories come in a range of forms, from sensationalist popular newspapers to ‘highbrow’ cinema.

  • Technologies are key players in the media–sport complex.

  • The history of the relationship between sport and the media is always underpinned by economic factors, none more so than in the current climate of sport as global culture in all its transnational manifestations.


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