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Media and Sport

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Madeleine Clemesha

on 16 March 2014

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Transcript of Media and Sport

The first people to ever advertise for sports were the ancient greeks for gladiatorial events and the olympics.

In 1800-1830 a sharp increase in magazine publishing occured- several hundred new magazines started. However, magazines (and newspapers) were not usually profitable at the time and most magazines linked to other professions & interests (often, political interests)

Melbourne Cup and the Media:
When the first Cup was held in 1861, 4,000 people watched.
In the following telegraph and print media across the country popularised the event and by 1881 over 100, 000 people were in attendance to witness the running of that year's Cup.
By 2003, 'the race that stops a nation' was broadcast using twenty-five cameras crewed by 120 people. In total, 856 media representatives were accredited to cover an event that was transmitted to a potential global audience of 700 million.
Positives: Negatives:
“The media's power is frail. Without the people's support, it can be shut off with the ease of turning a light switch.” - Corazon Aquino

Impact of Media in Sport
Impact of Media in Sport
Money-
Media companies pay for the rights to show a sporting event.
Education-
People learn the rules of the sport from watching it on tv
Role models-
Seeing good sports people on tv and in newspapers makes them a role model for people to look up to
Inspiration-
Media brings sport to people who may not normally get to experience it otherwise. This can encourage people to get involved
Coaching aid-
Watching professionals on the tv can help you see how a technique should be performed which could help your performance

Drugs-
So much attention and demand for good playing can lead athletes to using drugs.
Bias-
Only the really popular sports get much attention on the tv and in newspapers etc.
Lack of Attendance-
For matches that are shown on tv, ticket sales often drop
Overload-
There is a lot of sport on tv nowadays, some say too much
Attention-
Sport stars often complain of too much attention being paid to their private lives
Demands-
The media can put pressure on the organisers of sporting competitions to make the viewing experience better for TV audiences.
Overload of Sport on Television
Over the past few years there had been greater increase in sporting events on the television, news, radio, internet ect. A lot of people have been complaining that it's too much and they should cut down the amount of sport shown for reality television or lifestyle shows. They would much rather watch sport when they want by using the internet and social networking sites.

If tevelvision starts cutting contracts with sports some a lot of teams will struggle economically.

Some sports have special dependence on television because the television companies pay for the rights to broadcast games and other events. The television companies pay considerable amounts of money for broadcasting rights.
$1.25
Monday, March 10, 2014
Vol XCIII, No. 311
Media and Sport
History of Media
The background of media in sport

Sports Time
Sport has been a central part of the Australian experience since the country was first colonised. Press reports of the endeavors of sportsmen and sportswomen played a fundamental role in the way that the developing country viewed and understood itself, and the influence of the sporting media continues to this day.

Media & sports have a symbiotic relationship, relying on one another.

•  Sports– benefit from ‘enormous’ attention.
• Media– benefit from sales (circulation and advertising) by covering sports.
Sport relies on media to promote success and attract sponsorship, whilst the media need sport to sell their product, ie papers, T.V


Media is a form of communication, which is directed from one source to a large percentage of the population.

The media has a powerful influence on people’s behaviour, opinions and beliefs.

The media has the power to divide or unite a nation.
As Australia developed economically, so too did technology and literacy rates. This meant that more Australians had the leisure time in which to play and watch sport, and more time to read about it. The first newspaper devoted entirely to sporting news was The Referee, published in Sydney in 1886.

The medium of the radio allowed live transmissions and added speed to sports reporting.
Television added the personal experience of authenticity and offered the possibility of witnessing sporting events without going to the stadium or arena.
In helps of different techniques like closeups, slow motion it created new media realities. Television changed sports into a money-making show business. TV’s also made it easier to watch variety of sports, team sports are the most viewed (football, baseball, etc.)


Factors Influencing Media
Most media DOES NOT depend on sports but it can highly benifit from selling sports media. This is true for magazines, books, radio, film, and the internet.
The media most dependent on sports for commercial success are newspapers and television especially in Australia.

"Outrageous sports costs have some advertisers and cable and satellite operators asking whether the cost justifies the return on investment," according to Advertising Age.

Sport on the other hand heavily relies on the media to broadcast their sporting events. Once contracts have been signed, television money can be counted on regardless of bad weather, injuries to key players, and other factors that may interfere with ticket sales. If they didn't have these contracts sporting teams would struggle economically as if it were to rain for example there wouldn't be a good audience turn out at the live games which therefore means not a huge profit.

Existence of sport doesn't depend on media but its success as a form of commercial entertainment does.
Powerful people in sporting media are generally CEO's or Owners of global cooperation. The sports selected for national and global coverage depend on the media for their commercial success.
Key roles in media includes managers such as Heidi Packer, Journalists, Newscasters as they have the power to decide what to publish.

However in new media (Internet) it is the public controlling what they want to view, when they want to view it and for how long they want.

The most powerful and influential factor of media in sport is the public. The media relys on ratings from audiences to keep a good reputation.







Ethical Issues in Sport Media
The gender imbalance in sports coverage.
Given that men are the largest consumers, and players, of sport, it might seem logical that the media focus on male sport and male athletes.
However;
Female athletes were the main character in sports stories only 5 percent of the time
Female teams made up just 3 percent of the sports coverage in the newspapers studied, sources were overwhelmingly male.
Only 14 percent of the sports stories had at least one female source, far less than the percentage in other news sections.
Newspaper articles about women’s sport included head shots and posed images rather than action shots.
Women are typically covered when there are no men sports on.

Women may be discouraged from engaging in sport due to this emphasis, and the way in which athletes of their gender are presented. It is hoped that greater sport participation by women would create a fairer media portrayal of their exploits.

Females are a viable and profitable sports fan market for sports media, but sports media currently do not seek female sports fans on their terms
Future of Media in Sport
In order for all sports to get good viewing, newer media devoted just to sport should be created to keep money coming in, but it is questionable if the pattern of sports watched will remain the same or not.

The public can actually control what is produced because of supply and demand. Media is a competitive industry for sports broadcasting rights and only want to produce what the publc will want to watch

In the future of media and sport, Pay-to-view tv is likely to become bigger but the use of new media is more likely going to keep on growing and replace tradition media

Factors Influencing Media

Most traditional media content is edited and presented to us by producers, editors, writers, and journalists.

These people provide media content to achieve one or more of five goals:
To make financial profit
To influence cultural values
To provide a public service
To enhance personal status and reputation
To express themselves in technical, artistic or personal ways

Power relations in a society influence the priority given to the five goals that drive media content. The people who decide what content is shown tend to select images and messages that will reflect the ideologies that support their interests.

Many consumers have started to use new media (internet and social networking) as a complete replacement for traditional media. Sport organisations have become more involved in managing the media representation and coverage of their sports
Impact of Media in Sport
New Media and Sport
These changes are particularly evident when looking at sports media audiences, who often use the mediated experience to build strong attachments to their favorite players and teams. Because of this, new media technologies have the potential to change the athlete/fan interaction forever.

The media universe has undergone rapid and significant changes over the past few years. The introduction of new devices, like smartphones and tablets, have created new consumption habits and new demands and expectations from fans. Consumers no longer want to be communicated at; they expect to be engaged.

These innovations bring with them new commercial opportunities which the leaders in sports media are now starting to exploit. Game changers like 4G mobile and the rapid rise of second screen mean consumers are now living in a connected world and sports rights holders, broadcasters and brands can either join them or risk irrelevance.

Networks used to control what fans watched when it came to sports but in today’s sport world, cable networking have given more choices to sport fans. With the advent of advance computers, fans can keep up with their favorite sports or teams. Sport broadcasting has increased options for a public.

Unfortunately the focus the media has put on sports has gone astray from the actual sport. Online websites such as Sportal offer instant sporting updates and newspapers such as The Courier Mail and The West Australian continue to cover sport in great detail

In a sports media sense, social media may be the key to empowering previously ignored audiences. Older audiences, which seem to have as much interest or more in sports as younger groups, are one of the fastest growing groups in terms of social media use. As a result, women and older consumers may gain empowerment as advertisers, programmers and marketers realise their growing economic value.


Future of Media in Sport
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