R054 – Sport and the Media

1. R054 – Sport and the Media Learning Outcomes • LO1 - Know how sport is covered across the media • LO2 - Understand positive effects that the media can have on sport • LO3 - Understand negative effects that the media can have on sport • LO4 - Understand the relationship between sport and the media • LO5 - Be able to evaluate media coverage of sport

2. Sport and the Media A local sports facility, which combines a sports stadium with conference halls, has decided to hold an exhibition about the relationship between sport and the media. Schools and colleges in your area have been asked to submit work that can be a part of the exhibition. You have been selected to contribute to the exhibition about sport and the media and are going to provide information that can be displayed in the hall.

3. Sport and the Media The world of sport is continually changing and the use of the media has impacted on modern day sport.  Think. Pair. Share – How is sport covered by the media?

4. Sport and the Media The mediainterest surrounding the coverage of sport is widespread. There are a number of different media outlets each contributing to the growth of commercialisation in sport. The Rugby World Cup held in the UK in 2015 lead to revenue increases for ITV of up to 15%.

5. Sport and the Media – Television Modern technology has enhanced the enjoyment of sport. Television has enabled the rewinding of live TV and uses slow-motion replays toallow audiences and spectators to relive the moment or catch something they may have missed. Viewing in 3D and 4K improves the viewing experience. Multi-screen/focused viewing is possible through the ‘Red button’

6. Sport and the Media – Internet The internet has provided 24/7 access to club websites, social media accounts, podcasts, fan and video sharing sites as well as apps to monitor results or the latest updates. Think. Pair. Share – Should professional athletes have social media accounts?

7. Sport and the Media – Radio Access to dedicated sports radio stations are still popular. Local and national radio also broadcast live sporting events. The growth of internet radio stations are on the rise. • Examples of sport on the radio include: • BBC Radio 5 • Talk Sport

8. Sport and the Media – Written Press Sport coverage by the written press includes newspapers, dedicated magazines, books and fanzines.

9. Task 1: Sports Coverage Learning Outcome 1 is assessed in this task It is important that visitors to the exhibition understand that sport is covered by a wide range of media. You have been asked to use different examples to illustrate the range of media coverage of sport.

10. Positive effects of media on sport The positive effects of media in sport include: Inspiring the next generation of people to participate – Coverage of sport makes more people want to take part. i.e. Athletics and Gymnastics during the Olympics and Tennis during Wimbledon. These positive role models are created through the media’s exposure of their performances.

11. Positive effects of media on sport The media can raise the profile of many sports and individual players. Exposure can also lead to increases in participation. This is especially important for minority sports. i.e. Hockey and Darts are two good examples of this.

12. Positive effects of media on sport Increased media coverage also increases the amount of revenue from sponsorships and promotional opportunities. This money can be re-invested into the sport to develop facilities or coaching opportunities.

13. Positive effects of media on sport Entertainment from sport can be enhanced with a greater understanding of the game, rules and their application. Sky sports’ Commentary/game analysis is detailed and helps develop spectator insight. In the modern day, sports punditry is hugely detailed and will educate those watching and develop understanding. All these media outlets enhance spectator/audience knowledge.

14. Positive effects of media on sport For some sports the influence of the media has led to changes in rules and the structure of events. Competition for supporters/ viewers means that sports and clubs need to think more about the needs of their customers and how to attract new audiences. • This includes: • Ticket offers for under 16’s • Alternative formats such as Twenty20 cricket • Trial of silver and golden goal system in football Think. Pair. Share – What other changes to sport have been seen as a result of media influences?

15. Negative effects of media on sport The negatives effects of media in sport include: The increased media coverage can encourage spectating and not participating. There has also been a decline in live spectatorship as you can follow sport from the comfort of a home and the cost of tickets have increased hugely. The medias influence can affect viewing experience due to increased TV breaks and time outs for commercials.

16. Negative effects of media on sport Loss of traditional sporting values - Match timings have been altered to suit television. Tradition was Saturday afternoon, now football is shown regularly and even on demand. The pressure on competitors encourages deviant behaviour and works against the value of sportsmanship.

17. Negative effects of media on sport The media can negatively promote news stories relating to sports teams or individuals. This puts pressure on performers, teams and management.

18. Negative effects of media on sport Media coverage of inappropriate behaviour of athletes can affect the sport, audiences and the performer themselves. This can be • On-field behaviour - Inappropriate actions, such as swearing, unsporting behaviour and violent conduct. • Off-field behaviour - Rugby/Football players behaving badly in nightclubs and negative press affecting professional performance.

19. Negative effects of media on sport Creation of negative role models can cause the aggressive behaviour seen in professional sport towards officials to translate into grass root level. These acts are more likely to be captured due to an increase in the number of cameras at sports events.

20. Negative effects of media on sport There is an increased pressure on officials as: • Bad decisions are highlighted and analysed in more detail by the media. • Increased media coverage and pre/post game ‘hype’ is also often a reason for the rise in player and spectator violence. This makes an officials job harder.

21. Negative effects of media on sport Newspapers are often dominated by a few sports. These tend to be male-dominated sports with gambling companies featured prominently. Females and ethnic minorities sports are shown less often.

22. Negative effects of media on sport There is often so much sport in the numerous media outlets that that people get fed up with it. This is known as saturation.

23. Task 2: The positive and negative effects Learning Outcomes 2 and 3 are assessed in this task The organisers of the exhibition want visitors to attend various workshops. You have been asked to write a document on the positive and negative effects that media can have on sport using a range of examples.

24. Relationship between Sport and the Media In the 1980’s media coverage of sport was significantly different to that of the 21st century. Sky TV, pay per view subscriptions, advancement in the internet and applications all help global events to be seen by an audience all over the world. • In the 1980’s the only accessible global events were: • The Olympics • The World Cup

25. Relationship between Sport and the Media The following is a summary of the sports coverage from the 1980’s and today.

26. Relationship between Sport and the Media Fundamental changes came in the 1990’s with the development of Sky TV and the right to televise football. Under represented activities still remain the female and disabled sports.

27. Relationship between Sport and the Media Sport benefits hugely from the media and continually uses it to promote itself as a brand. Some of the more high-profile clubs have their own TV channel. Think. Pair. Share – What are the benefits of a professional football club having their own TV channel?

28. Relationship between Sport and the Media Sport is seen as a commodity. Many sports are now much more dependant on media as a source of revenue and as a result sport teams are attracting wealthy owners. i.e. Chelsea Football club being owned by Roman Abramovich

29. Relationship between Sport and the Media Media coverage of sports and high profile performers lead to huge sponsorship and advertising deals. Nike and other sports companies put large sums of money into commercial activity. Sponsorship of teams and individual players is a way of improving their brand/image. Think. Pair. Share – Why do most teams sell the naming rights of their stadium?

30. Relationship between Sport and the Media This rise in commercialisation has almost become part of the modern game. MetLife pays $17 million annually to have its name on the stadium of the New York Giants and the New York Jets in America

31. Relationship between Sport and the Media The media have been known to promote and reject sporting heroes after publicising various sporting incidents. i.e. David Beckham has been both a hero and villain during performances for England.

32. Relationship between Sport and the Media Scrutiny/criticism through the media has increased in recent years and many sports performers and managers will employ a media relations personnel to deal with these issues.

33. Relationship between Sport and the Media The impact of pay-per-view has lowered TV audiences for some big events as they are only available on subscription channels. i.e. World title boxing fights.

34. Task 3: The relationship between sport and the media Learning Outcome 4 is assessed in this task Whilst gathering information for your contribution to the exhibition you have become interested in how media and sport influence each other and the relationship between the two. Your task is to describe the relationship between sport and the media and show how they influence one another.

35. Evaluate Media Coverage of Sport There are many aspects which can influence the coverage of a story/news item. The type or brand of media outlet may report differently to another one. i.e. tabloid and broadsheet newspapers.

36. Evaluate Media Coverage of Sport Competition with other media outlets can lead to writers finding a different ‘angle’ for a report or story to further dramatise the event in the hope to attract an audience. Target audience - media outlets will try to report in a way which will resonate with its audience.

37. Evaluate Media Coverage of Sport Timing of the event or news story – If an individual or organisation are already involved in a story, each new revelation can be magnified.

38. Evaluate Media Coverage of Sport The popularity or notoriety of the individual, club or organisation being covered can attract a large audience. Some performers have a reputation and therefore are more prone to criticism or seen as an easy target.

39. Evaluate Media Coverage of Sport Media coverage of a sporting event may vary from one media outlet to another. This inconsistency is due to: • Different representation of the issue. • The method of reporting – Language and tone used. • Format/presentation of story – Use of images and text, headlines and captions • Bias – Some media outlets have an agenda or something to gain by taking a certain view on an issue. • Extent of the coverage – The number of pages devoted to the item. • Duration of the coverage – The story/item may be revisited for days after the event.

40. Task 4: Evaluating media coverage of sport Learning Outcome 4 is assessed in this task The organisers of the exhibition have been very pleased with your contribution to the event, which has been very successful. You spent much of your leisure time going round the event and looking at all the exhibits. To mark the end of the exhibition, a competition has been organised, which you have decided to enter. Entrants must produce a piece of work evaluating media coverage of sport. The best pieces will be put on permanent display.