The influence of the media

1

• The influence of the media

2

• Lesson Objectives
• To appreciate the influence of the media.
• To consider the positive and negative effects of
  the media.

3

• As we saw last lesson, the media, in its various
  forms , is very powerful and influential.
• These influences can be seen as both positive and
  negative.

4

• Positive influences
• Many of these come about due to the closeness
  between sport and the media.
• Demonstrating performance
• Showing high standards of performance ,
  especially on TV, often with slow motion replays
  helps to emphasise good practice and enable
  individuals to be well informed.
• This could be during an activity or after during
  an analysis show e.g. Match of the Day, 606 phone
  in.

5

• Demonstrating Participation
• Showing lots of physical activity, highlighting
  and promoting it along with its health benefits,
  promotes popularity and participation.
• e.g. Tennis participation every Wimbledon
  fortnight increases.

6

• Increased revenue
• Directly through broadcast rights e.g. Sky
  paying 1billion for Premier League rights.
• Indirectly through sponsorship Sponsors more
  likely to get involved if they know their will be
  lots of media (especially TV) coverage.
• -Large companies that sponsor teams employ teams
  to trall media for their sponsorship logo to
  ensure they are getting value for money eg is
  their logo on a photo of a player on the back
  page of a paper? I expect many of you can name
  the sponsors of many teams in many sports.

7

• Encourages variety
• The various types of media output, eg
  informative, educational, instructive and
  entertainment, ensure varied media coverage and
  cater for many tastes.
• -Can you think of an example of each?

8

• Negative Influences
• The media can have negative effects on sport,
  whether towards sport in general, teams or
  individuals, but on the whole they do not go out
  to be negative.
• Examples are
• Intrusion on an event
• Large events will see masses of cameras, cables,
  photographers, journalists, commentators etc.
  These can get in the way of spectators and hinder
  competitor privacy.

9

• Media pressure
• The media can put pressure on competitions to
  speed events up, make events more dramatic, or
  fit in with media schedules. (see altered timings
  below!)
• Eg Tennis tie breaks, video refereeing
• Edited coverage
• TV directors choose what to show! Is it the
  highlights you want to see.
• - How many of you have been to a sporting event,
  then seen the TV highlights and wandered why the
  best bits of action in your opinion were not
  shown.

10

• Altered event timings
• TV needs to televise events to the biggest
  audience possible (for its advertisement
  revenue). They can put huge pressure on
  organisations to change event timings. The
  American TV channels are especially influential.
• Examples include
• -Beijing Olympic swimming finals being changed to
  the morning so USA audiences could see Michael
  Phipps win golds.
• -Sky TV changing football kick offs all games
  were once 3.00pm on a Saturday!!

11

• Undermining officials
• Slow motion replays
• These were banned in many stadia on their large
  screens for this reason.
• Limited attendance
• People can be discouraged from attending a
  sporting event if they know it is being televised
  on TV.
• - Does a sporting club take the TV money or
  attendance money. What else does a good
  attendance provide?

12

• Biased Popularity
• Those sports attracting a large media following
  tend to flourish, those that dont can decline in
  popularity.
• Minor sports need success in order to attract the
  media coverage and with it sponsorship.
• Homework
• Answer exam style questions found on Yr10
  Homework section of PE website.
• In for Wednesday!!
• Remember Wed Thur lunch club if you need help!!