Global Media and Sports


Today, sports are global phenomena. Transnational corporations are attempting to sell every kind of product to the broadest possible audience, and modern sports are no exception. Not only are they a source of enjoyment, but they are also markers of power and prestige. This article explores the global influence of sport, and the role of the media in shaping sports.

Sport is a complex social experience, involving both physical exertion and emotions. Athletes’ emotions reflect their self-assessment of their performance, as well as the evaluations of other people. Some of these feelings are experienced before a performance, while others arise during and after. These feelings are guided by the subculture surrounding a sport, and often by a set of “feeling rules” that determine appropriate behavior during crucial moments such as the national anthem and post-game celebrations.

The evolution of sports has been closely tied to the growth of the mass media. The rise of TV and radio broadcasts has led to massive expansion of sports media. In addition, a growing base of paying spectators has led to massive coverage and advertising in sports. This relationship has changed the way sports are viewed. Traditionally, public media and state media have used sports to reinforce national culture and promote patriotism.

In the Middle Ages, the bourgeoisie enjoyed archery matches, which were often staged with great fanfare. The archery companies marched behind the patron saint of archery, and the lower classes were often offered contests to participate in. In addition, grand feasts were held during archery matches and were often accompanied by drunkenness. During these times, the Pritschenkoenig was supposed to maintain order and entertain the crowd with clever verses.