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Contemporary MediaSport


Huge topic - apologise as many important issues not covered in depth- ie gender, ... New regulations - beach volleyball. or devise new format - One-Day cricket ... – PowerPoint PPT presentation

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Title: Contemporary MediaSport

Contemporary MediaSport
Damion Sturm (19 May 2005)
Introduction - the Contemporary Sport Media
  • Huge topic - apologise as many important issues
    not covered in depth- ie gender, race, power,
  • assumption that as Screen students you know that
    sports coverage is constructed framing,
    commentary, selectivity
  • My focus is on televised sport, the sport
    spectacle, sponsorship and fandom
  • primarily interested in and discussing elite
    global sports

Contemporary Sport
  • Increasingly globalised
  • Commercialised/commodified
  • mediated - channels such as ESPN exist which are
    totally devoted to sport
  • influenced by US sports coverage model - glitz,
    spectacle and hype of NFL and NBA
  • requires huge sums of money (1995 - Tampa Bay
    192m, Dallas Mavericks 125m, LA Kings 119m)
    NBA 1980 118M 1994 3b
  • reliant on an increasingly global audience
  • reliant on televisual technologies

The Televised Sports spectacle
  • combines entertainment and news values to
    entertain and attract/retain audiences
  • Need to enhance the sporting spectacle
  • Some sports use rules - CART racing
  • New regulations - beach volleyball
  • or devise new format - One-Day cricket
  • Televised sport presents ideal spectator with a
    perfect view (Whannel, 1992, p.96)
  • televisual technology - virtual spectator -
    Americas Cup, cricket, NFL
  • Camera positions and angles to enhance
    viewpoints, realism etc - ie helmet cam, stump
    cam, umpire cam, on-board cameras

Case Study Formula One as a profoundly mediated
  • Second most popular TV sport - 54 billion viewers
    for 2001 season, average 3,590 million per race
  • 2003 rule changes - need to increase the
    spectacle of F1 racing - declining televisual
  • mediated existence (Live television, internet,
    magazines, videogames) - reliance on these to
    consume F1
  • Being there and being here

Sponsorship of sport
  • Increasing globalisation of sport financed by
    global, multinational companies
  • Sport clothing companies Nike, Adidas, Puma
  • Sport stars as commodities Michael Jordan -
    salary 1995 - 4m (40m in endorsements),1996
    30m/season (Tops Forbes rich list 1998 - 69m)
  • Tiger Woods -1996 Nike 40m 2000 - 100m/5yr
  • Tobacco fuels motorsport ie Marlboro, Lucky
  • Many others Red Bull in extreme sports
  • Vodafone local, international, global

Vodafone Global Teams
Manchester United (845m over 13 years)
Contemporary Sport fandom - possibilities
  • Commodification - availability/access to products
  • Mediations, technologies and innovations
  • global/geographical boundaries increasingly
    transcended - access to distant/remote sports and
    to sport stars
  • allows multiple and far-ranging sport fandom
  • - for example, teams - San Francisco 49ers (NFL,
    USA) Liverpool F.C. (EPL, England) Wests Tigers
    (NRL, Australia)
  • or stars - Jacques Villeneuve (F1), Valentino
    Rossi (MotoGP)
  • Sport video games

Future of contemporary mediated sport and fandom
  • Technologies/mediations constantly evolving
  • increased perspectives, realism, involvement
  • More live coverage - wider sports coverage or
    status quo? - ie those with global appeal
  • viewing stadiums? ie Americas Cup State of
    Origin 2002
  • further blurring of boundaries between the real
    sport, mediated versions, and sport fandom