The transformation and rise of media has seen a very big and outstanding development in the aspect of the world in sport where, from using of traditional media, such as poster, newspaper, and radio, to new media, using of mobile phones, music, software and internet. Simply to say, it transformed from an amateur to a hyper-commercialized global industry. Alternatively, sport has also transformed the media. In this context, analysts have characterized the relationship between sport and the media as a ‘sports media complex’ of global proportions (e.g. Maguire, 2004; Rowe, 2009)
The relationship between sport and the media has become a defining and symbolic commercial and cultural connection for both industries at the beginning of the twenty-first century (Nicholson, 2007), in terms of how they mutually depend on each other. Where all parties involving in this relationship, have a fair share of the cookie, supporting one another in every aspect. It seems that the survival of these three is very important and critical. Thanks to the media, Sports coverage has been a success for most of the countries.
Sport is a phenomenon of both unique appeal and global significance, generating news as well as entertainment values that highly attracted by the media themselves. The history of the media shows that they exploited that lucrative source from the very beginning. Media added highly marketable qualities to sports. Sporting events underwent dramatization and personalization, and became producers of sensations and stories of human interest (Beck & Bosshart, 2003). Now, it seems to be difficult in analyzing sport with even mentioning about its relationship with the media, vice versa.
Therefore, sports do have the power to create strong and enduring images for athletes and their countries. Good performances, fine success, and glorious athletes create a sense of identity and integration with the aids of media. After all it is something every social unit needs.
Media has, in fact, directed a great impact to sports. One would be identifying sport as a religion, as POP CULTURE.
The above YouTube talks about professional sports have become central artifacts in American popular culture where sports are sometimes even associated with religion through media portrayal. One interesting culture in American sport, is the comparison of a person to a god, where Michael Jordan has been portrayal by media as “godly” due to the fact that he is talented and skillful; similarly, people praise god in religion due their power and love .Weiler (2000) believes that sports fans viewed their favorite sports as a crucial part of the American culture, more akin to religion than to business. Sometimes, a game like baseball is felt more towards American heritage than the fine arts, and who wins the Super Bowl looks even more important than who wins the Oscars.
Another, would be in fact talking about culture jamming in sport, where child slavery has been associated with sporting brand, one of them is Nik, a company which symbolize both the benefits and the risks inherent in globalization. Nike was accused of using child labor, in production of their apparels and shoes, other than that Locke (2002) mentions about countries such as Indonesia, Cambodia, Pakistan, china and Vietnam combined to tarnish Nike’s image through other issues such as workers being underpaid, and poor working through using of media to show audiences the ugly facts about Nike.
“Nike, a company associated with athleticism, health and fitness, and innovative marketing and design, came to become the poster child for the anti-globalization movement provides an interesting window into the potential risks and problems which globalization creates for all multinational corporations. “(Locke 2002)
Through culture jamming, it actually portrays the anger of people around the world towards Nike. Such as the pictures below:
To conclude, media have given a significant capacity to influence the organization, performance and diffusion of sport through direct ownership, television coverage, broadcasting rights, sponsorship, advertising and new media delivery platforms. Allowing live transmissions of sporting news and adding personal experience of reality, allowing people to have the chance to participate in the sporting events even without going to the venue and watch it, which produces a new level of reality in sports.
Media is able to transform sports either into money making machine in show business, such as Nike created product such as Air Jordan, deriving from pop culture of Michael Jordan’s portrayal as god, or becoming a tactic used to tackle certain issues, such as Nike and child labor mention aboved.
Beck, D., & Bosshart, L. (2003). Sport and Media. Freiburg: Centre for the Study of Communication and Culture (CSCC).
Locke, R. (2002). The Promise and Perils of Globalization: The Case of Nike. Industrial Performance Center.
Maguire, J. (2004). The Global Media Sports Complex: Key Issues and Concerns. Media and Journalism, vol. 4, no. 3, pp. 7-26.
Nicholson, M. (2007). Sport and the Media: Managing the Nexus, . Oxford: Elsevier Butterworth-Heinemann.
Rowe, D. (2007). Sport Journalism: Still the “Toy Department” of the News Media? Journalism, vol. 8, no. 4, pp. 385-405.
Weiler, P. (2000). Leveling the Playing Field: How the Law Can Make Sports Better for Fans. Cambridge: Harvard University Press.