Reflection: Media, Sport & I

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.

(753 words)

Works Cited

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.


Dope me baby, Sport n Media

In this video, it’s about the doping issue of the ex-seven time tour de france champion, Lance Armstrong.

Athletes who are utterly violent against their opponents create entertainment value. Both values are highly marketable and profitable for media.” (Beck & Bosshart, 2003). Media does affect one’s reputation, but they do not really care. The main thing is that the media earn its exclusive viewership and money from there.

Of course, media is not always that bad, as it is able to reinforce and enforces about doping in sport as a wrong and unethical attitudes and behaviors, so in so ways media will also help, by labeling those athletes who dope as cheaters. Making it seems that media is trying to educate audiences about the cons of doping, and telling the audiences that cheating will end up as similar consequences as those offenders.

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Works Cited

Beck, D., & Bosshart, L. (2003). Sport and Media. Freiburg: Centre for the Study of Communication and Culture (CSCC).

Colour me, media.

Racism in Sport has been a troubling issue in sports, since the 70s, where African-American athletes hardly became a topic in the white mainstream press. Performances of black athletes were only covered when these athletes were exceptionally successful, like Joe Louis, Jesse Owens, or Wilma Rudolph (Beck & Bosshart, 2003).

The above YouTube video emphasized in how using of media is able to tackle issues in racism act in sports, using of audios and context in the video. Notice that the media actually praises that it exposes ideologies, but it seems to underrate how sport exposes ideologies in racism. So whether or not, media is a hero or villain. U decides.

However, we can see that no matter how media has been assisting sport to stop racism in sport, still it’s seem that racism is still a evitable thing to happen in sport.



 It is disappointing to say that even though media has been playing a role since the 70s, however, a survey done by 2,500 football fans suggested that racism has never left the British game (Doidge 2013). Media useful? You decide.

 (214 Words)

Works Cited

Beck, D., & Bosshart, L. (2003). Sport and Media. Freiburg: Centre for the Study of Communication and Culture (CSCC).

Doidge, C. (2013, March 15). Fans say football racism not tackled. Retrieved from British Broadcast Corporation : (2011, March 2). FIFA against racism: a decade of milestones. Retrieved from Social Responsibility:

Media, love/hate in sport gender issues.

The video above has shown, women were limited to certain sports. We can see how actually media portrayed female in sport. The Media simply just fully making use of female traits to increase their viewership and target audiences, for example, such as adult magazines, like FHM. It seems alright to the media company, but similarly what the video have mentioned, it’s showed negativity in aspect as a sportswomen, reducing to their appearance or to sex symbols.

statistic of female in media coverage

The statistic above collated by New South Wales Sport & Recreation, a gender breakdown of sports media coverage in 1996, a research done by Philips (1997).

The percentage of the women being covered by all three medium of media seems to be the lowest among all. The main domination is the Men, because Men have been portrayed by the media to be athletic, physically strong and aggressive, therefore sport usually able to bring out the traits mentioned better than women, where else women seems to be focused on beauty, traditional roles such as cooking, doing housework, physical attractiveness and desirability.



So as we can see media’s change of focus from men to women in sport is a daring move by media, but media has succeeded by making use of sexual appeal from the woman, it is a bold move indeed. It has shown how media have created a love/hate relationship with sport, especially in today’s topic about gender issues.

(235 Words)

Works Cited

Beck, D., & Bosshart, L. (2003). Sport and Media. Freiburg: Centre for the Study of Communication and Culture (CSCC).

Howitt, G. (2011, November 29). Sports Personality of the Year = ZERO WOMEN. Retrieved from FHM:–zero-women-82852

Koivula, N. (1999). Gender stereotyping in televised media sport coverage. Sex Roles, 41(7), 589 – 604.

Philips, M. G. (1997). An Illusory image : a report on the media coverage and portrayal of women’s sport in Australia 1996. Australia: Canberra Australian Sports Commission 1997.

Whannel, G. (1998). Reading the sports media audience. In L. A. Wenner (Ed.), MediaSport (pp. 221 – 232). London and New York: Routledge.

I love you, Olympic. Media.



Olympics, the most prestige sport event in the world. A regular portrayal by the media every four year, never a chance the media has ever miss the opportunity on broadcasting  the Olympic through different medium of media. The picture above shows how media actually evolved through time while the tradition of the Olympics has remained.

Subsequently, social media has been used greatly to follow elite athletes in Olympics, through different forms of medium in media.



Viewership in Olympic increase almost by a double, in almost all aspects of medium of media between 2008 and 2012. Both media and Olympics definitely bloom in terms of viewership and profits within the past 4 years.

The sport cultures remains the same, receiving sudden boost of viewership just by the evolution of the media, make us feel that if sports leeches media, or is it the other way round.

(150 Words)

Works Cited

Online Media and Olympics. (2012, July 13). Retrieved from Infographicmania:

Jasmin. (2012, July 19). The Evolution of Olympic Coverage [infographic]. Retrieved from

Hanky Panky MediaSports

Sport and media relationship have been ongoing  till today as what Mchesney (1989) stated that “Sports and the mass media enjoy a very symbiotic relationship in American society.” (Daniel Beck and Louis Bosshart, 2003) Now, its relationships have extend to all across well to do worldwide societies too.



As the picture above shown that people relied a lot in media just by finding out sport information, attracting fans, and creating influence by just liking or tweeting their favorite sportsmen, or news feed by just using social media independently, excluding other media such as mass media. One can conclude that media does have an interdependent relationship with sports. Both co-exist for the same purposes but different reason.  This statistic is  done by a media company based only in USA, so we can already imagined what  if this research or survey is done worldwide.

LOVE/HATE relationships between media and sports will never end.

(151 words)

Works Cited

Sports and Social Media are the Perfect Match [INFOGRAPHIC]. (2012, February 17). Retrieved from Sportsdigita:

Beck, D., & Bosshart, L. (2003). Sport and Media. Freiburg: Centre for the Study of Communication and Culture (CSCC).