Media

1.4 Societal Influences

What do we mean by the term “media” ?

Definition:“A means of communication that reaches or influences people widely” Examples of media forms:

Broadcast media communications delivered over mass electronic communication networksDigital media, electronic media used to store, transmit, and receive digitized informationElectronic media, communications delivered via electronic or electromechanical energyHypermedia, media with hyperlinksMass media, all means of mass communicationsMultimedia, communications that incorporate multiple forms of information content and processing

Definition:“A means of communication that reaches or influences people widely” Examples of media forms:

New media, a broad term encompassing the amalgamation of traditional media with the interactive power of computer and communications technologyNews media, mass media focused on communicating newsPrint media, communications delivered via paper or canvasPublished media, any media made available to the publicRecording medium, devices used to store informationSocial media, media disseminated through social interactions

Definition:“A means of communication that reaches or influences people widely” examples of media forms:

Advertising media, various media, content, buying and placement for advertising

(Please note, Advertising will be discussed separately)

THE AIM OF THE MEDIATo increase their audience

To sell newspapers and magazines, increase viewer ratings and page hits.

Media managers promote what they think viewers want to see and read about.

https://www.youtube.com/watch?v=tVy76THYMDs

The Evolution of the Media

Media Examples

How is physical activity portrayed in the media?

The Accessibility of Sport

Sport has become more accessible (through social media and Sky Television)

There are sports that have altered their traditional form, in order to increase their audience appeal and in turn, increase media coverage eg. rugby sevens, 20-20 cricket

Use of slow motion replays and commentary for games, also makes sport more accessible and appealing to the audience

Through social media, sport replays and updates are readily accessible

Broadcasting aesthetically pleasing images

Athletic performance captured to look more appealing

Promoting particular activities

These mainstream sports are given lots of exposure in the NZ media. It may be portrayed that these

activities are valued more than other sports.

Promoting players as role models

Promotion of player adds value to their sports.

Appealing to the audience

Promote what they think viewers want

This makes it difficult for minority sports to get coverage in the media

Portrayal of the body

Often focus on their physical attractiveness rather than their physical skills and performance

Poor behaviour is highlighted

This could seem like a double standard

Aggression

Conflicting with messages of “Fair Play” promoted by govt

ConflictFighting

Unhealthy products

Fast food is commonly promoted with physical activity This is conflicting with the nature of physical activity and health

related benefits

SOCIAL MEDIA

Provides new opportunities to be up to date with latest news, events and happenings.

https://www.youtube.com/watch?v=0eUeL3n7fDs&list=PLjjTnqXdVtQpOePhuXFh-lUa9YUGu8wsA

Question:How has social media affected your sport in the last five years?

Is it all good?

https://www.youtube.com/watch?v=hZkC_fNxmQk&list=PLjjTnqXdVtQpOePhuXFh-lUa9YUGu8wsA

Apply this to you…

Choose a physical activity. Find five examples of this activity featuring in the mass media. (These may be newspaper articles, video on youtube, photos, blogs, tweets, posters, radio reports, etc, etc, You may have five of the same media format (ie five youtube clips) but you should try to provide a broad range. Decide if these pieces of media portrayed your activity in a positive or negative light and state why you think this. Identify who you think may be advantaged by the feature.Identify who you think may be disadvantaged by the feature.