ECONOMIC issue- Media Flashcards
(24 cards)
What were the two main questions part of this lecture?
What is the relationship between sport, culture and the media?
How have media technologies changed sports cultures?
Define culture?
A set of practices (the things we do in our everyday lives) and a system of meanings (the values, ideas and beliefs)
The ideologies of society.
TWO PART:
1. A set of practices
2. and A system of meanings
Define media?
The technologies through which cultural messages and meanings are communicated
Both culture and the media are heavily intertwined- needs to be balanced and not too controlled by external forces.
Describe the relationship between media and culture?
- The speed, reach and forms of communication we deal with have changed over time with the development of media technologies.
What type of society do we live in?
-We live in a MEDIATED society- where the media underpins and overarches the experiences and expressions of every day life (Deuze, 2011, p. 137)
What does (Deuze, 2007, p. 242) say about media?
‘Media should not be seen as somehow located outside of lived experience, but rather as intrinsically part of it’
MEDIA= EMBEDDED IN OUR LIVES
= LIVED XP
= How we curate our lives online
What does media being so current lead to?
A mediated world= a culture of ‘media spectacles’
Define media spectacles?
“Media spectacles are those phenomena of media culture that embody contemporary societies basic values,
serve to initiate individuals into it’s way of life
and dramatise it’s controversies”
(Kellner, 2003, p. 3)
Spectacles= glorify, dramatise, and create higher intrigue.
Give an example of a media spectacle?
The Super Bowl half time show: largely politicised, often tends to be during turbulent times, often a particular agenda to strengthen a POLITICAL ideology.
Storytelling content- high productions.
How do corporations fit into media spectacles?
‘Corporations need to circulate their brand name so businesses and advertising combine in the promotion of corporations as media spectacles” (Kellner, 2003, p. 4)
Kellner, D. (2003) Media Spectacle. Routledge. - References
eg: The Super Bowl LVI halftime show, officially known as the Pepsi Super Bowl LVI Halftime Show, was the halftime entertainment of Super Bowl LVI, which took place on February 13, 2022.
How has sports changed due to media interest?
Sport has changed hugely due to media interest, buy rights to sports events, dictate content, dictate the running times.
How is sport a PRODUCT?
- International and global access
- Demographic reach
- Great for spectacles, lends itself to the spectacle.
- It’s reach- sell media assets, advertising and commercial opportunities.
- A form of content- constantly changing, a new season every year, organically different.
-Don’t know the outcome- unpredictable. - It has diminishing value- different every time, liveness= unique.
+ sports are MANUFACTURED to engage and entertain mass audiences for PROFIT
How do sports events further their reach as a product?
Spectacles= elevate it’s commodity value- sport offers an important space for that, people want the rights and want to control that space.
Give an example of how sport is a media PRODUCT?
The PL earns about 1.6bn from domestic rights and round 1.8bn from international rights
- a 4000% increase since the first live game in 1992.
Wenner, L.A. and Billings, A.C. eds., 2017. Sport, media and mega-events. London: Routledge.
What do they say about sport and the economy?
‘With their unique combination of predictable scheduling, unknown outcomes, and predilection for narrative hyperbole…sports mega-events were increasingly dominating the media event space, fueling interest in how sports mega-events edge aside other media events as sites for the creation and contestation of core cultural meanings – about identity, democracy, and the naturalized logics that undergird hegemony and the wielding of cultural power’
(p. 5)
Give two examples of sports that have changed due to wanting to be commercialised?
Women’s football- quickly commercialised, wanting to attract the media.
20/20 cricket- a MEDIA EVENT
- Short form cricket
- More exciting, tends to be greater entertainment
- Diversity and a new viewership
- STREAMING PLATFORMS- big players in sports rights hegemony’s.
= opportunity- those who watch TV vs Streaming Platforms
What do (Hutchins and Rowe, 2009) call the content- academy?
A shift from linear TV- to digital and online services, using digital technologies.
Changed the way athletes are interacting with sports and media
What does the increased media usage lead to?
A CONVERGENCE CULTURE (Jenkins, 2006)
= a hybrid media economy changing the way sports are mediated
What do Hutchins and Rowe (2009 p. 356) say about the convergence culture?
‘In the pre-convergence era, the media industry comprised a relatively discrete set of separate markets- TV, radio, newspapers, books… in addition to being patrolled and regulated in a greater degree….
…The media landscape has been substantially reconfigured by the rise and dissemination of digital networking communication technologies, in particular the internet’.
Media cannot be seen as separate anymore- a SHIFT.
What are some characteristics of pre-convergence media?
-Exclusivity of TV rights, not many channels and not many broadcasters.
-Exclusivity and cost to maintain broadcast technology and infrastructures.
- A scarcity of content: organised around the parameters and constraints of linear, 24hr programming and specific channels.
-The dominance of a HANDFUL of broadcasters- not many and Long Term contracts.
-High subscription costs, high degrees of regulation.
What are some characteristics of convergence media?
- A digital PLENTITUDE (more content available)- organised around non-linear programming- more content= cheeper social media.
- Less need for a schedule with convergence culture/ media- can be changed and assessed at any time.
-Lower barriers of access/ cost- by an increased number of media companies.
- More participation and contest in the marketplace.
- The intro of capitalised OTT streaming services such as Tencent Video, DAZN and Amazon Prime Video.
- Lower subscription costs, lower levels of regulation.
- Increase in RELIABLE technology.
What are the changes made by convergence cultures?
Convergence= changing the sport media landscape in a specific way- make changes/ modify the game.
Remains a valuable product for the media.
Changed the markets of people who are watching and engaging. m
What is the link between convergence culture and athlete activism?
The emergence of new sport/ digital media platforms/ technological innovation has the potential to disrupt dominant relations in power and in traditional sports media culture.
= renewed forms of ‘democratisation’ and the prospect of meaningful social change.
= a culture of athlete’s own voices
What does the media do in order to shape a culture of athletes own voices?
Athletes voice and social media:
Changed due to the use of online platforms, allows them to individually advocate for and challenge ideas, and speak on issues.
Deregulated- a change in producer/ audience relations.
Instead of the BBC or the Times, instagram and Twitter.
