Mediasport

Mediasport

Mediasport

Mediasport

Synopsis

MediaSport is a comprehensive introduction to the ways in which sport and the media interact. It is written by leading experts from around the world in the field of sports studies, sports journalism and leisure studies. Among the subjects covered are: * sports ethics * sport and race * sport and gender * sport and violence on television * the globalization of sports * marketing sports on the Internet.

Excerpt

The mediation of sport cannot be missed on the contemporary cultural horizon. A daily newspaper without a sports section is an anomaly. Local news broadcasts feature sports far more prominently than they do coverage of local politics. Traditional television networks lose even more of their foothold on the market when they lose contractual rights to broadcast a popular sport. Cable and satellite networks build their ever more elaborate plans for global expansion on the ability of sport-related product to penetrate new markets and cross national borders with ease. Manufacturers of athletic apparel, such as Nike, spin marketing plans out of cultural sensibilities about sport. They aim at larger leisure and lifestyle markets and leave a large ideological footprint along the way.

One does not need to appreciate sport to realize that its world has content that is more compelling to many than other artifacts and responsibilities of daily living. Sport, too, has always been a conduit or medium through which feelings, values, and priorities are communicated. As we enter the twenty-first century, sport, both as content and as medium of communication, has reached new heights. This book explores this heightened sport as communication that is unique in how it interacts with the broader public sphere. The cultural fusing of sport with communication has resulted in a new genetic strain called MediaSport.

The world of MediaSport is examined by a distinguished group of scholars who have graciously shared their expertise in this volume. I wish to thank them for their contributions. The world that they look at is shaped at institutional, textual, and experiential levels. MediaSport Institutions include almost all of the significant players in the global communication, entertainment, and leisure complex that has come to dominate postmodern experience. MediaSport Texts, ranging from the super to the ordinary, are suspended in the hyperreal world of sport while they interact with the broader crossroads of identities rooted in notions of race, gender, nation, and the heroic. MediaSport Audiences have experiences that tint gender relations and family life, are shaped by the ritualized violence on the stage of sport, and grapple with fanship and involvement as sport enters cyberspace. You will find that . . .

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.