Mass Media And Sports

Mass media and sports have often influenced each other, in more ways than one. Initially, it was a parallel development with mass media helping sports reach a greater audience and in return sport bringing more paying spectators for the mass media. Followed by the emergence of electronic media, both of them began to intersect. The commercialization of mass media helped feasibly increase sports coverage and in return, sports provided the much-needed content for the mass media to grow. Sports was the ideal way of capturing the masses and turn them into paying customers for advertisers. The government, as well as private channels, saw sports as a way of reaffirming the spirit of patriotism amongst its citizens.

With an increase in spending in the world of sports, the returns also increased, making it a bona fide industry. This gave rise to sports entrepreneurs and also reaffirmed the importance of mass media to generate interest for the viewers as well as the investors. By the late 20th Century, media houses and big sports clubs formed a bond of convenience. This could be considered the last stage of forming an interdependent relation leaving them virtually inseparable.

One example of this is cricket. It is impossible to imagine a major league cricket match without crores of rupees being spent on it, ranging from broadcasting rights to the full 360-degree coverage. It is also difficult to mentions any other phenomenon, which attracts crores for viewers for the live screening other than sports and sporting events. This marriage between the media and sports does come with a few negatives as well. The high cost of broadcasting rights is often offset by introducing the pay-per-view model, especially for much-hyped special events.

Sports bar and other entertainment locations which host regular screenings are a great way of enjoying the sports with its die-heart fans and experience the rush. However, they too have the ulterior motive of maximizing their earnings by providing food and drinks. For those who prefer to enjoy the match in the comfort of their homes, the internet is a big concern. But now with access to fast and stable connectivity at cheaper rates, it has opened new possibilities. The Internet has also created new ways of connecting sports fans, media companies, sponsors, and advertisers. Cyberspace is the latest venue for forming co-dependent relations between mass media and professional sports. Even now, with the face of mass media constantly changing so is the way sports are enjoyed by the masses.

By: Deeksha Goyal

Content: https://www.britannica.com/sports/sports/Sociology-of-sports#ref253576