Rod Brookes's Representing Sport PDF

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Additional resources for Representing Sport

Sample text

From the 'personal' websites that allow sports stars to communicate apparently unmediated to their fans, to the sports news tickers delivering up-to-date play-by-play reports to work desktops, the internet has already provided a variety of new types of service for sports fans. But we should be wary of claims that the internet - in its present personal computer-based form at least - will 'revolutionise' media's relationships with sport. There is always the danger of technological determinism, the idea that new technologies such as the internet will replace old technologies, fundamentally change cultural practices and hence require completely new ways of thinking, without consideration of economic, political, social and cultural contexts through which new technologies are produced and consumed.

When it is time to negotiate new contracts, revenue isn't the only concern for sports organisations: the ways in which broadcasters have promoted the sport, or promise to promote the sport, is also important. When the BBC lost the rights to home cricket test matches to a partnership of Sky and Channel 4, the England and Wales Cricket Board was influenced not just by the increased revenue but by the innovative techniques they had been promised by Sky and Channel 4 to promote the game, particularly to younger audiences (Mitchell and Brooks, 1998).

Green is reported as keen to distance the Vikings from Denver who, in the words of USA Today, 'billed its 1997 season as the Revenge Tour'. What is interesting about this characteristic of sports journalism, is that being focused involves not being affected by the type of 'soap opera emotions' that perhaps elsewhere in the media are used to market sport. The rest of the article reviews the strengths and weaknesses of the previous year's team through a discussion of statistics, and then discusses player movements and injuries and the effects that these will have on tactics and formation, given the relative strengths of offence and defence, and the balance between veterans and rookies.

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