L1_Understand Media Sport 了解体育、媒体和社会.ppt

Understanding Sport, Media and Society Lecture aims 1. Outline the relationship between sport and the mass media (TV and print media especially) 2. Describe research traditions into the mass media circuit: production-text-audience 3. Discuss the growth of sport in the (U.K.) media and indicate future developments Time Spent on Various Activities in the U.K. in 2000 (Minutes) Sunday Newspaper Readership in the U.K. by Gender (Sept 2003 - Sept 2004) The study of the mass mediaW-W-W-M-E-W Who? Which institutions public or for-profit Says what? Texts, images, sounds, meaning To whom?Differentiated audiences - class, gender, ethnicity, age, region Through which channel/medium? The press, radio, cinema, TV, internet With what effect?harm,knowledge, pleasure Why? what purpose - control, consumption Three research traditions Political economy - who has ownership and control of the media, who produces media content Ideology - images, representations and meanings Reception - audiences as victims, rational actors or pleasure seekers Developments in the sport -media relationship As a culture (way of life) sport pre-existed the modern mass media “Radio and television came to satisfy and extend an already developed cultural habit” (Raymond Williams 1990 p. 67). The media-sport relationship The print media used sport to generate readers/audiences The media created sustained sports fandom Sport (in the U.K.) held the media at arms length until the 1960s Elsewhere (e.g. the USA) the relationship was more commercial The collapse of sport’s economic autonomy in the U.K. Decline in gate money (attendances) and Rising costs (challenges to “wage slavery” and amateurism) Created the conditions for: Increased use of sponsorship and TV coverage (and indirect advertising) What explains the growth of sport in the media in the United Kingdom? What caused the increased media interest in sports programming in the U.K.? Not simply due to either greater personal free time or more widespre