Horne - Sports Mega-Events - Chapter 2 - from Sports, Media, and Mega-events-1

Interlibrary Loan Information

• Institution: James Madison University

• Borrower: KUK

• Lending String: VMC, VMC, VGM, NEO, GWC

• Call Number: GV742 .S6625 2017

• Volume:

• Pages: 1-32

• Article Author: John Horne

• Article Title: Chapter 1 and 2 - The Curious Case of the Mega-Sporting Event AND Sports Mega-Events

• Month/Year: 2017

• ILL Number: 204419940

• Contact Email: ILLBORROWING@UKY.EDU

• VMC TN: 707983

Sports Mega-Events Overview

• Mass Media and Symbolic Contestation: A detailed exploration of how mass media interacts with and reshapes the public's perception of sports mega-events through various forms of representation and narrative.

• Global Audiences Development:

  • The advent of satellite television has revolutionized the access and viewership of mega-sporting events, creating a global audience that transcends geographical boundaries.

  • Establishment of sport-media-business alliances have emerged as crucial for maximizing reach and profitability of events.

  • Importance of Packaging: The comprehensive approach to hosting mega-events includes key factors such as:

    • Sponsorship Rights: Financial contributions from brands in exchange for promotional exposure during events.

    • Exclusive Broadcasting Rights: Agreements granting media companies sole rights to broadcast events, which significantly drives revenue.

    • Merchandising: The development and sale of event-themed merchandise that contributes to economic benefits for host cities.

• Value of Hosting Mega-Events:

  • These events are viewed as pivotal promotional opportunities that can significantly enhance the local and national profile.

  • Goals:

    • Increase tourism: Attracting visitors from around the world.

    • Attract investment: Drawing in businesses and sponsors to foster economic growth.

    • Boost local and national visibility: Enhancing the reputation of cities and countries on an international stage.

• Transformation of Events: The evolution of sporting events from small local competitions to massive global spectacles, leading to heightened public interest and engagement. Relevant studies such as those conducted by Gruneau & Horne (2016) provide further insights into this evolution.

Contestation and Media Messages

• Key Questions Explored:

  • What is the extent of contestation against mainstream media narratives surrounding mega-sporting events?

  • How do alternative interpretations of these events emerge and develop?

• Theoretical Frameworks: Influences from notable social scientists, including Stan Cohen and Stuart Hall, who provide a framework for analyzing the implications of media narratives on public perception.

Disenchantment and Contestation of Sports Mega-Events

• Cultural Significance:

  • The Super Bowl is analyzed as a significant cultural spectacle that encapsulates American ideology and social values. A critical study by Dona Schwartz on the XXVI Super Bowl highlights various perspectives on its impact.

  • Emerging Disenchantment: Growing voter hesitance in democratic countries reveals a trend of reluctance to bid for hosting prestigious mega-events, illustrated by recent Olympic bids.

  • Recognition of systemic governance crises in international sporting organizations such as FIFA and IAAF has led to scrutiny and calls for reform.

  • Opportunities for Public Protest: Examples of how public dissent manifests through symbolic contestation tactics, including creative and humorous strategies, as well as the utilization of alternative media platforms to communicate dissent.

Symbolic Contestation Examples

• Humorous Contestation:

  • Various media forms, including satire and parody (e.g., controversial mascot names during the Sydney 2000 Olympics), demonstrate public engagement through humor.

  • The role of social media as a vital platform for memes and critical commentary on events, highlighted during controversies like the Beijing 2008 Fuwa, showcases the increasing influence of digital communication on public opinion.

• Evidence-Based Contestation:

  • Official reports from local committees and NGOs that highlight issues such as human rights abuses can counter mainstream narratives.

  • Investigative journalism has played a crucial role in unveiling hidden truths and challenging dominant media narratives surrounding mega-events.

The Media Circuit Around Mega-Events

• Media Coverage Disparities: Disparities exist between print and broadcast media coverage, with different tones and levels of scrutiny applied to mega-events.

• Public Relations by Organizing Committees: These committees often engage in efforts to shape and influence public perception through media control techniques.

• Case Study of London 2012 Olympic Games: An analysis of how peak viewership and celebratory media coverage often overshadowed dissent, such as protests by groups like Critical Mass, raises questions about the representation of public voices.

• Positivity Bias in Coverage: While TV channels tend to focus on celebratory aspects, print media often critiques issues that are frequently overlooked, leading to a disparity in public understanding.

Decoding and Understanding Mega-Events

• Theoretical Framework: Stuart Hall's Encoding/Decoding Model categorizes viewers into dominant, negotiated, and oppositional readings, framing how audiences interpret media representations.

• Stan Cohen's Concepts: The theory of moral panics and the culture of denial emphasize the complexities in how social issues surrounding mega-events are portrayed in the media, highlighting the ongoing struggle between acknowledgment of problems and sensational media coverage.

Media and the Social Construction of Events

• Case Studies: A comprehensive examination of coverage discrepancies before, during, and after mega-events illustrates significant influences on public perception, with instances of criticism regarding the legacy and economic impact of the Summer Olympics being noteworthy.

Future Research Directions

• Investigating Power Relations: Ongoing inquiry into issues of media access, credibility, and representation in narratives about mega-events, particularly focusing on marginalized voices.

• Significance of Symbolic Contestation: Research into alternative media platforms and their effectiveness in amplifying dissenting voices is crucial for understanding contemporary public discourse.

• Themes for Further Examination:

  • Identifying effective strategies for resistance against mega-events.

  • The role of social media in shaping public opinion and discourse surrounding major sports events.

**Interlibrary Loan Information**
Institution: James Madison University
Borrower: KUK
Lending String: VMC, VMC, VGM, NEO, GWC
Call Number: GV742 .S6625 2017
Volume:
Pages: 1-32
Article Author: John Horne
Article Title: Chapter 1 and 2 - The Curious Case of the Mega-Sporting Event AND Sports Mega-Events
Month/Year: 2017
ILL Number: 204419940
Contact Email: ILLBORROWING@UKY.EDU
VMC TN: 707983

**Sports Mega-Events Overview**
Mass media plays a crucial role in reshaping the public's perception of sports mega-events through various forms of representation and narrative. The advent of satellite television has revolutionized the access and viewership of these events, creating a global audience that transcends geographical boundaries. Additionally, the establishment of sport-media-business alliances has emerged as crucial for maximizing reach and profitability of events.

A comprehensive approach to hosting mega-events includes key factors such as sponsorship rights, exclusive broadcasting rights, and merchandising. Financial contributions from brands in exchange for promotional exposure during events are vital. Exclusive broadcasting rights grant media companies sole rights to broadcast events, significantly driving revenue. Moreover, the development and sale of event-themed merchandise contribute to economic benefits for host cities.

Mega-events are viewed as pivotal promotional opportunities that can significantly enhance the local and national profile. Goals associated with hosting these events include increasing tourism, attracting investment, and boosting local and national visibility. The evolution of sporting events from small local competitions to massive global spectacles has led to heightened public interest and engagement, as illustrated by relevant studies conducted by Gruneau & Horne (2016).

**Contestation and Media Messages**
Key questions explored within this framework include understanding the extent of contestation against mainstream media narratives surrounding mega-sporting events and how alternative interpretations of these events emerge and develop. This utilizes influences from notable social scientists, including Stan Cohen and Stuart Hall, who provide a theoretical framework for analyzing the implications of media narratives on public perception.

**Disenchantment and Contestation of Sports Mega-Events**
The Super Bowl exemplifies a significant cultural spectacle that encapsulates American ideology and social values. Critical studies, such as Dona Schwartz's analysis on the XXVI Super Bowl, highlight various perspectives on its impact. Notably, there is emerging disenchantment as growing voter hesitance in democratic countries reveals reluctance to bid for hosting prestigious mega-events, illustrated by recent Olympic bids.

Recognizing systemic governance crises in international sporting organizations such as FIFA and IAAF has led to increased scrutiny and calls for reform. Public dissent often manifests through symbolic contestation tactics that include creative and humorous strategies, using alternative media platforms for communication.

**Symbolic Contestation Examples**
Humorous contestation is evident through various media forms like satire and parody, as seen during the Sydney 2000 Olympics with controversial mascot names. Additionally, social media plays a vital role as a platform for memes and critical commentary on events, with significant examples occurring during controversies like the Beijing 2008 Fuwa.

Evidence-based contestation arises from official reports from local committees and NGOs, highlighting issues such as human rights abuses that counter mainstream narratives. Investigative journalism has been crucial in unveiling hidden truths and challenging dominant media narratives surrounding mega-events.

**The Media Circuit Around Mega-Events**
Disparities exist in media coverage between print and broadcast outlets, each applying different tones and levels of scrutiny to mega-events. Organizing committees engage in public relations efforts to shape and influence public perception through media control techniques. A case study of the London 2012 Olympic Games illustrates how peak viewership and celebratory media coverage often overshadow dissent, such as protests by groups like Critical Mass, raising questions about the representation of public voices.

While TV channels tend to focus on celebratory aspects, print media often critiques overlooked issues, leading to a disparity in public understanding of events.

**Decoding and Understanding Mega-Events**
Stuart Hall's Encoding/Decoding Model categorizes viewers into dominant, negotiated, and oppositional readings, framing how audiences interpret media representations. Furthermore, Stan Cohen's theories of moral panics and the culture of denial emphasize the complexities in how social issues surrounding mega-events are portrayed in the media, revealing the struggle between acknowledgment of problems and sensational media coverage.

**Media and the Social Construction of Events**
A comprehensive examination of case studies regarding coverage discrepancies before, during, and after mega-events demonstrates significant influences on public perception, particularly concerning criticism of the legacy and economic impact of events like the Summer Olympics.

**Future Research Directions**
Ongoing research is essential in investigating power relations, particularly focusing on issues of media access, credibility, and representation regarding narratives about mega-events. The significance of symbolic contestation is paramount, underscoring the importance of alternative media platforms in amplifying dissenting voices for a better understanding of contemporary public discourse. Future themes for examination include identifying effective strategies for resistance against mega-events and the role of social media in shaping public opinion and discourse surrounding major sports events.