Academic journal article Communication Research Trends

14. Conclusions

Academic journal article Communication Research Trends

14. Conclusions

Article excerpt

The rise of the mass media is the most significant development in modern sports, a development in the context of market forces. The relationship between sports, media, and the advertising industry is symbiotic--a mutually dependent relationship. This means that all elements in that system get a fair share, a share everyone only gets with the help of others while helping others. One could also say that the cooperation of the above mentioned partners is crucial for the survival of the three of them.

Sports generates news as well as entertainment values. That makes it highly attractive for the media. And the history of the media shows that they exploited that lucrative source from the very beginning. Following their own logic, they added highly marketable qualities to the business of sports reporting. Sporting events underwent dramatization and personalization, and became producers of sensations and stories of human interest. The medium of radio--following the telegraph--allowed live transmissions and added speed to sports reporting. Television added the personal experience of authenticity and offered the possibility of witnessing sporting events without going to the stadium or arena. In addition to that, with the help of different techniques (close ups, slow motion), it created new media realities. At the end television changed sports into a money-making show business.

The importance of televised sports made it also interesting for media studies. …

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