In an age when transnational corporations seek to reach every potential consumer, sports are no exception. But while these activities are largely for recreation and entertainment, they have become symbols of prestige, power, and distinction. The media, which has a strong economic stake in sports, is making its mark on the industry by interrupting broadcasts and incorporating advertisements. In response, some athletes and spectators are accusing the media of “taking over” sports. What are the alternatives?
Increasingly, globalization has eroded this status quo. While Western nations have historically dominated sports, Asian and African cultures are challenging those dominant cultural norms and redefining the notions of masculinity. While these changes can be beneficial to sport, there are still major obstacles that need to be overcome. Here are a few ways to improve the status of sports in different countries. If you’d like to learn more about the history of sport, start by reading the book “Sports in the World”.
As you read through the history of sports, you’ll notice the evolution of mass media as well. These outlets are crucial to the evolution of modern sports and their cultures. Mass media has an enormous influence on the way athletes, coaches, and spectators view these events. Its influence extends far beyond the game itself. Moreover, it shapes the perceptions and expectations of fans, making sports a powerful part of society. So, it’s crucial to understand the evolving role of mass media in sports.