Globalizing Sport by George H. Sage

Author:George H. Sage [Sage, George H.]
Language: eng
Format: epub
Tags: Social Science, Sociology, General
ISBN: 9781317258810
Google: USXvCgAAQBAJ
Publisher: Routledge
Published: 2015-11-17T02:50:27+00:00

CHAPTER 5

GLOBAL SPORT AND GLOBAL MASS MEDIA

The study of the ways in which media and sport interact crosses boundaries and can be found in literature concerned with the sociology of sport, history of sport, gender studiers, cultural studies, journalism, leisure studies and beyond.

—Alina Bernstein and Neil Blain, Sport, Media, Culture: Global and Local Dimensions, 2003, 1.

Sport endorsements and sponsorships are part of the array of methods employed in the promotion of global sports, and since these tools of sport promotion are closely linked to the production of sporting goods and equipment, the previous chapter examined these two parts of the sport-industry segment model (Figure 1.1)—sport goods production and sport promotion—together. However, mass communication forms the basis from which all marketing and promotional strategies are launched in the global sport industry. Thus, a separate chapter on sport and the global mass media is warranted.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.