Week 10 Media revised copy (3).pptx

Sport and media Chapter 11 Agenda • Forms of media • Sport-media nexus /complex • Development in Canada • Influence of media • Dominant narratives in the media Media • Form of mass communication • Purposes: • Inform • Describe • Persuade • Entertain • Often serves multiple purposes Forms of me...

Sport and media Chapter 11 Agenda • Forms of media • Sport-media nexus /complex • Development in Canada • Influence of media • Dominant narratives in the media Media • Form of mass communication • Purposes: • Inform • Describe • Persuade • Entertain • Often serves multiple purposes Forms of media: print • Physically printed materials • Earliest form of media • Examples? Forms of media: broadcast • Share information electronically • Examples? • Evolution of broadcast media Forms of media: Internet / digital media • Transmission via the Internet • Examples? • 1990s – now Other forms of media • Outdoor media: billboards, kiosks, signs on buses and buildings • Video games • Smartphones Do the media and sport depend on each other? Sport-media nexus / complex Media Sport Outside the complex 1. Some sports are not reliant on media coverage. 2. Some media are not interested in sport content. Sport-media complex in Canada • Public era (1952-1961) • Monopoly • Universal accessibility • Common culture • Private era (1961-1970s) • Oligopoly • More coverage • Audience commodity • First two eras: • CanCon (CRTC) Sport-media complex in Canada • Specialty sports channels era (1980s – 2010s) • Demand for more sport content • Audience fragmentation • Pay for sport • Television companies are parts of media and sport conglomerates • Current era • End of viewing rights? Sport media companies in Canada • Rogers owns … • Sportsnet • Rogers Radio • Toronto Blue Jays • Operates Rogers Centre (Toronto) Sport media companies in Canada • Bell owns … • TSN • ESPN (licensee) • With Rogers, owns 75% of Maple Leaf Sports & Entertainment (Maple Leafs, Argos, Marlies, Raptors) • 18% of Montreal Canadiens Impact of tv broadcasting on sports Some changes to sport due to the influence of television. BUT not all sports have changed to accommodate television. Importance of sport to broadcasting • Sports attract audiences; pay rights fees for content • But audiences are fragmented • Sports programming is often cheaper to produce than scripted content • Many innovations in tv broadcasting started with sports Broadcast ing rights • More broadcasters interested in sport content • Some sports receive lucrative broadcasting deals • NFL: Approximately $10 billion / year from Disney (ESPN), Fox, CBS, NBC Ideological role of media Media content is always edited and represented In sport, objective is usually to create “an aura of naturalness” – make you feel like you were there Influence of media • Disproportionate/ uneven coverage • Consider who creates / shapes media content • Diversity of media • Influence of social media • Dominant messages and narratives Uneven coverage • some sports and athletes are underrepresented & underreported • circular argument Digital media is changing how sport is covered & consumed • Citizen reporting & prosumption • Athlete-controlled • Self-promotion (women; LGBTQ) Digital media • Dual screens • Agency & voice • Advocacy • Unfiltered • Restrictions Dominant narratives in the media about sport and physical activity • Success / failure • Survival • Women in sport Success / triumph over adversity • Sports movies • Athlete biographies • Inspiration • Counter theme: disappointment Survival stories • Primarily based on men’s experiences • Women’s stories of survival? Media messages about women in sport (Duncan & Messner, 2005) • Quantitative differences: underrepresented & marginalized • Qualitative differences: sexualization & trivialization (next slides) Photographic representations of men vs. women • Passive vs. active • Women on the front cover of Sports Illustrated (Barkhorn, 2011) Infantilization of women • ‘girls’ or ’ladies’ • Don’t usually refer to male athletes as boys or gentlemen Emphasis on elements of femininity • Stories about family, motherhood • Styled in emphasized feminine ways