Chapter 13: Media and sport

13.1 Media coverage of elite and mass-participation sport

Introduction: Discuss the positive and negative effects of the media on: – Elite sport: sport at the highest level – Mass-participation sport: large-scale competitive and inclusive events.

TASK 13.1 ANSWERS

Discuss the impact of media coverage on elite sport. Consider the positives and negatives before reaching your final conclusion.

Positives:

– Increased sponsorship/revenue/audiences/interest for sport – Creates positive role models and inspires people to participate – Improved player and spectator behaviour e.g. highlighting racism – Inspires national pride and togetherness e.g. Irish rugby team.

Negatives:

– Loss of privacy/negative publicity and intense pressure on sportspeople – Over-sensationalised events can lead to violence – ‘Win at all costs’ mentality may be promoted – Loss of control as the media may demand changes to rules and the timing of events – There is a biased popularity of a small number of sports – Audiences for elite sport may be reduced by subscription TV instead of ‘free to air’.

PRACTICE QUESTION ANSWERS

Q1. Explain what is meant by elite sport. – Sport at the highest level of competition – Professional sport or major championships such as the Olympics. Q2. Discuss how elite sport differs from mass-participation sport. – Mass-participation sport is on a large scale. – Mass-participation sport involves inclusive events and is not elitist. – Example: the Dublin Marathon is open to everyone. Q3. The media often provide coverage of large-scale competitive events aimed at all levels of competition and all categories of participant. Describe the effect of the media on massparticipation sports events. – The media helps increase income and participation levels through publicity. – The media may try to influence the event e.g. start time. – The media may highlight negative issues around the event. – Spectator numbers may be reduced if it is televised. Q4. The media focus much of their attention on elite sport. Examine the effect of this coverage on elite sportspeople and the sport.

Sportspeople

– Increased earning potential e.g. sponsorship – Improved player behaviour due to media scrutiny – Loss of privacy/negative publicity and intense pressure on sportspeople – ‘Win at all costs’ mentality may be promoted.

The sport

– Increased sponsorship/revenue/audiences/interest for sport – Creates positive role models and inspires people to participate – Improved spectator behaviour e.g. highlighting racism – Over-sensationalised events can lead to violence – Loss of control as the media may demand changes to rules and the timing of events – Audiences for elite sport may be reduced by subscription TV instead of ‘free to air’.

Case studies: Examine the case studies about the golden goal and the Dublin Marathon.

CASE STUDY QUESTION ANSWERS

Q1. Case study 1: The golden goal (a) Why was the golden goal introduced into soccer in 1993? – To increase excitement – To increase the chance of a goal in extra time – Higher levels of risk and reward. (b) How might the decision to implement this new rule have been influenced by the media? – Increased viewing figures due to the increased stakes and excitement of sudden death. – Provided additional talking points and TV discussions. (c) Why did this rule change fail? – Teams chose not to pursue the golden goal as the risk was too high. – The aim was to increase offensive play but it had the opposite effect. Q2. Case study 2: The Dublin Marathon (a) Why has the number of people running the Dublin Marathon increased so significantly? – People seeking a challenge/sense of achievement – Viewed as inclusive and achievable for all – Running for a cause e.g. charity – Media attention. b) Why is the Dublin Marathon considered to be inclusive? – It is open to everyone regardless of gender, age, ethnicity, disability.

13.2 Gender stereotyping in the media

Introduction: Discuss the statistics for media coverage of female sport in Ireland: 2% of TV coverage, 3% of print coverage, 4% of online coverage. – What are the reasons for such low coverage? – Should the level of coverage be higher? – Is the media playing a significant part in keeping sport as a male preserve?

Discuss the traditional gender stereotypes (table 13.3) and the media’s role in maintaining these stereotypes.

TASK 13.2 ANSWER

Is the media to blame for the gap in public interest between male and female sport? Justify your answer. – The media is partially to blame as the coverage of women’s sport is so small. – Only 2% of TV coverage is allocated to women’s sport. – The public must also take responsibility and support women’s sport by attending events. – 58% of people believe that women’s sport does not receive sufficient media coverage. – 41% watched a female sports event either on TV or online. – Only 35% of females watch women’s sport compared to 48% of men. – Only 13% of Irish people attended a women’s sports event in 2018.

PRACTICE QUESTION ANSWERS

Q1. Explain the term stereotyping and outline two examples. – A widely held opinion about a social group or individuals, linking them with particular behaviours that are usually negative. Examples of stereotype: – The woman’s place is in the home (carer). – A woman with a muscular physique is more masculine. Q2. Explain how the media has contributed to maintaining gender stereotypes in sport. – Highlighting the stereotypically masculine or feminine qualities of sportspeople – Praising and rewarding aggression in male sport – Affording greater media attention to sportswomen who conform to the ‘ideal’ image of femininity – Manipulating how women’s sport is viewed, such as focusing on women’s sex appeal and femininity rather than their physical ability and performance – Men featuring more as participants and media sport professionals – Non-contact sports for women being given more positive media coverage – Massive inequality in coverage of women’s sport reaffirms the stereotype that sport is a male preserve. Q3. Do you consider the media’s coverage of women’s sport to be adequate? Support your answer with facts and/or statistics. – No. Women’s sport receives only: – 2% of TV coverage – 3% of print coverage.

13.3: Spectators and the media

Introduction: Discuss the characteristics of sport that give it spectator appeal. – Link to examples from sport, for example the competitiveness and unpredictability of

Gaelic games.

TASK 13.3 ANSWER

From a selected activity, identify three characteristics that give the sport spectator appeal and suggest one change to the activity that would give it more appeal.

Activity: Gaelic football

– Full contact and aggression – Spectators have an interest and attachment e.g. county team – High level of skill and fitness – Change: professionalism would further increase the standard of play – Rule changes that increase risk and uncertainty e.g. removing the mark or square ball rule.

Discussion: Ask the class to think of examples of positive and negative spectator behaviour that they have witnessed at an event or on the TV, for example: – Violence – Abuse of players or coaches – Applauding outstanding play or an injured player.

PRACTICE QUESTION ANSWERS

Q1. Identify three characteristics of a named activity or sport that has spectator appeal.

Activity: Boxing

– Full contact and aggression – High risk and reward – Easy to understand and follow – Attachment to participants. Q2. The media has an important part to play in influencing spectator behaviour. Describe two ways the media can have a positive effect on spectator behaviour. – Creation of positive role models for people to aspire to emulate – Reduces anti-social behaviour at sports events through campaigns e.g. antihooliganism or anti-racism. Q3. The media can negatively influence spectator behaviour by encouraging a ‘win at all costs’ mentality. Describe two other ways that the media can negatively influence spectator behaviour. – Hype and sensationalism potentially leading to violence and hooliganism – Condoning gamesmanship – Trolling of high-profile sportspeople on social media (now a regular occurrence) – Verbal abuse of sportspeople as a result of media attention – Reduced spectator attendances linked with live television coverage e.g. GAA league matches.

END-OF-CHAPTER ASSIGNMENT – MARK SCHEME

(Can be used as summative assessment) Examine the role of the media in sport including:

(a) its impact on elite sport and mass-participation sport

Positive impact on elite sport (any two points): – Increased sponsorship opportunities for the sport and individual sportspeople – Increased revenues for events – Creates positive role models from a variety of groups – Increases audiences and interest in a variety of sports – Inspires others to want to emulate their heroes and pursue excellence – The intense focus of the media has improved player and spectator behaviour – Coverage of international sport inspires national pride and togetherness – ‘Ringfenced’ events get shown on free-to-air stations.

Negative impact on elite sport (any two points): – Loss of privacy for sportspeople as the media invade the privacy of ‘stars’ – Over-sensationalised events can lead to violence between rival fans – Pressure on sportspeople can lead to mental health issues – ‘Win at all costs’ mentality may be promoted, leading to negative role models – Loss of control as the media may demand changes to rules and the timing of events – There is a biased popularity of a small number of sports amongst the media – Harsh negative publicity for some sportspeople can affect their performance and enjoyment – Audiences for elite sport may be reduced by subscription TV instead of ‘free to air’.

Positive impact on mass-participation sport (any two points): – Increased income through sponsorship for the organisers – Increased participation levels by motivating people to get active – Media may focus on the inspirational stories of ordinary people and their reasons for participating – Increased sense of achievement for participants due to national coverage – Promotes and educates a large audience about the benefits of physical activity.

Negative impact on mass-participation sport (any two points): – The media may try to influence the event – The media may highlight negative issues around the event – Spectator numbers attending the event may be reduced if it is televised – Media attention is focused around a small number of high-profile events and not a wide variety.

(b) its role in maintaining gender stereotypes in sport

Examples of male and female stereotypes: – The woman’s place is in the home (carer). – Women in sport should be gentle and physically attractive. – To be competitive is not feminine.

– Women lack the strength and endurance for competitive sport. – Training will increase muscle mass and undesirable male features. – A muscular physique is more masculine. – Men are naturally competitive. – Men should be aggressive and enjoy contact sports. – Men do not perform domestic duties. – Artistic activities such as dance or gymnastics are not masculine.

Examine if the media has helped create or maintain these stereotypes:

The media have contributed to stereotyping by: – Highlighting the stereotypically masculine or feminine qualities of sportspeople – Praising and rewarding aggression in male sport – Affording greater media attention to sportswomen who conform to the ‘ideal’ image of femininity leading to higher earning potential through sponsorship – Manipulating how women’s sport is viewed, such as focusing on women’s sex appeal and femininity rather than their physical ability and performance – Featuring men more as participants and media sport professionals (commentators, presenter, pundits) – Giving more positive media coverage to non-contact sports for women – Tending to show women’s sport as a ‘special feature’ – Giving more prime time coverage to men’s sport – The massive inequality in coverage of women’s sport reaffirms the stereotype that sport is a male preserve.

(c) its effect on spectator behaviour

Positive effects (any two): – Spectators are exposed to extremely high playing standards, thus increasing their expectations of performance levels. – Spectators viewing on TV can watch the game from several different angles, thus allowing a deeper understanding of the game. – Media coverage increases awareness and knowledge of sport and its issues in society e.g. inequality and racism. – It creates positive role models for people to aspire to emulate. – It reduces anti-social behaviour at sports events through campaigns. – Viewers have instant access to statistics and data to complement their viewing of the sport. – Spectators may develop more empathy towards sportspeople as they view both their sporting career and social life in the media and create a deeper connection.

Negative effects (any two): – Hype and sensationalism by the media may lead to violence and hooliganism. – It may contribute to a loss of values such as sportsmanship due to a ‘win at all costs’ mentality among spectators, especially when media reward gamesmanship. – Trolling of high-profile sportspeople on social media has become a regular occurrence, especially if they have received negative media attention. – Media campaigns may lead to verbal abuse of sportspeople. – Reduced spectator attendances have been linked with live television coverage.

Why sport has spectator appeal: – Audience has an interest in or attachment to the competitors – High level of anticipation, excitement and uncertainty – Aggression and full contact – Risks and rewards – High levels of skill and fitness – Displays of excellence, heroics and bravery – Competitive and sensational – Easy to follow and understand – Rule changes increase uncertainty, mistakes and scoring.