MF

Nov 19 - Sport and The Media

Title: Sport and the Media - Kine 2079

Overview

  • Instructor: Nicole Lee

  • Date: November 19, 2024

The Sports-Media Complex

  • Definition: A multi-billion-dollar partnership between media, professional sports leagues, and advertisers in Canada.

History of the Sports-Media Complex

Televised Sport in Canada

  • Significant impact of broadcasting in English and French on the profitability of leagues such as NHL in Montreal and Toronto.

  • CBC and Radio-Canada: Exclusive national broadcasters, first significant source of Canadian sports content.

Public Broadcasting Era

  • Key Values:

    • Broadcasting accessible even to rural areas in both English and French.

    • Representation of common culture through various sports:

      • Included CFL, wrestling, boxing, women’s softball, roller derby.

Gender Representation

  • Early sports-media complex predominantly masculine, leading advertisers to target male audiences and under-represent female athletes.

The CTV Era

  • Emergence of CTV in 1961, replacing CBC's dual role:

    • Competing goals:

      • CTV focused on national coverage, Winter Olympics, NHL hockey.

      • CBC/Radio-Canada emphasized professional/amateur events, track and field, skiing, Summer Olympics.

The TSN Era

  • Impact of cable television leading to reduced viewership for CTV and CBC.

  • Launch of TSN as the first 24-hour cable sports channel:

    • Full coverage of tournaments and events without disrupting regular programming.

    • Shift from traditional 'viewing rights' model.

Advertising Strategies

  • Main Audience: Primarily affluent, middle-aged, white men.

  • Example Advertisements: BMW, Rolex, banks, insurance companies.

Audience Differences

  • Varied commercials and sponsorships based on event demographics (e.g., Brier Curling Championship vs. WWE).

Transformation in Media Representation

  • Changes:

    • Introduction of TV timeouts for advertisements.

    • Franchise relocations to urban centers.

    • Enhanced broadcast features such as live commentary, replays, sound effects, and close-up shots.

  • Sports Modifications:

    • NHL changes: Shorter overtime periods, 3-on-3 play, shootouts for excitement.

    • NBA's focus on 3-point shooting to increase scoring.

Gender and Sexuality in the Media

  • Example: Notable sexist coverage during the 2016 Olympics.

Race and Ethnicity in Media

  • Media's influence in shaping societal perceptions of race and ethnicity.

  • Digital media as a platform for both racial attacks on non-white athletes and an avenue for talent showcase.