The influence of the media

1. The influence of the media

2. Lesson Objectives: To appreciate the influence of the media. To consider the positive and negative effects of the media.

3. As we saw last lesson, the media, in its various forms , is very powerful and influential. • These influences can be seen as both positive and negative.

4. Positive influences: • Many of these come about due to the closeness between sport and the media. • Demonstrating performance • Showing high standards of performance , especially on TV, often with slow motion replays helps to emphasise good practice and enable individuals to be well informed. • This could be during an activity or after during an analysis show e.g. Match of the Day, 606 phone in.

5. Demonstrating Participation: • Showing lots of physical activity, highlighting and promoting it along with its health benefits, promotes popularity and participation. • e.g. Tennis participation every Wimbledon fortnight increases.

6. Increased revenue • Directly through broadcast rights e.g. Sky paying £1billion for Premier League rights. • Indirectly through sponsorship – Sponsors more likely to get involved if they know their will be lots of media (especially TV) coverage. • -Large companies that sponsor teams employ teams to trall media for their sponsorship logo to ensure they are getting value for money… eg is their logo on a photo of a player on the back page of a paper? I expect many of you can name the sponsors of many teams in many sports.

7. Encourages variety • The various types of media output, eg informative, educational, instructive and entertainment, ensure varied media coverage and cater for many tastes. • -Can you think of an example of each?

8. Negative Influences: • The media can have negative effects on sport, whether towards sport in general, teams or individuals, but on the whole they do not go out to be negative. • Examples are: • Intrusion on an event • Large events will see masses of cameras, cables, photographers, journalists, commentators etc. These can get in the way of spectators and hinder competitor privacy.

9. Media pressure • The media can put pressure on competitions to speed events up, make events more dramatic, or fit in with media schedules. (see altered timings below!) • Eg Tennis tie breaks, video refereeing • Edited coverage • TV directors choose what to show! Is it the highlights you want to see. • - How many of you have been to a sporting event, then seen the TV highlights and wandered why the best bits of action in your opinion were not shown.

10. Altered event timings: • TV needs to televise events to the biggest audience possible (for its advertisement revenue). They can put huge pressure on organisations to change event timings. The American TV channels are especially influential. • Examples include: • -Beijing Olympic swimming finals being changed to the morning so USA audiences could see Michael Phipps win golds. • -Sky TV changing football kick offs – all games were once 3.00pm on a Saturday!!

11. Undermining officials • Slow motion replays • These were banned in many stadia on their large screens for this reason. • Limited attendance • People can be discouraged from attending a sporting event if they know it is being televised on TV. • - Does a sporting club take the TV money or attendance money. What else does a good attendance provide?

12. Biased Popularity • Those sports attracting a large media following tend to flourish, those that don’t can decline in popularity. • Minor sports need success in order to attract the media coverage and with it sponsorship. • Homework: • Answer exam style questions found on Yr10 Homework section of PE website. • In for Wednesday!! • Remember Wed & Thur lunch club if you need help!!