4-11 sports marketing
4-11 sports marketing CDAE 127
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This 35 page Class Notes was uploaded by kaswimmer on Monday April 11, 2016. The Class Notes belongs to CDAE 127 at University of Vermont taught by Sun Tao in Spring 2016. Since its upload, it has received 16 views. For similar materials see Consumer Policy in Business at University of Vermont.
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Date Created: 04/11/16
Third and final assignment was assigned in class today about violence in the media. It will be due 4/20/16 8am. This assignment is one page long and semi researched based it seems. Need to develop a major time line of the mass shootings (4+). Focus on US only and 1960-current Group Exercise Think about the similarities between production/consumption of soap operas and production/consumption of sports, list three of them. iClicker Exercise Which of the following can represent the similarities between production/consumption of soap operas and production/consumption of sports? TEST QUESTION a. Both are serials b. Both carry never-ending storylines C. Both audiences relate to their respective characters as intimates D.All of the above Soap Operas and Sports Like daytime soaps, television sport is serial: it is ongoing, continuous, and always to-be-continued. This reading wasn’t from class 22-35.: Rose, A. & Friedman, J. (1994). Television sport as mas(s)culine cult of distraction. Screen. 35 (spring): 14-4 Soap Operas and Sports •As with any serial, the consumption of television sports cannot be defined by the viewing of a single program. •Each game is perceived in relation to the entire season, the history of each sport, and the yearly cycle of sports representation on television. Source: Rose, A. & Friedman, J. (1994). Television sport as mas(s)culine cult of distraction. Screen. 35 (spring): 22-35. 14-5 Soaps and Sports •Like the female soap fan - he relates to the 'characters' of sports as intimates, as 'extensions of his world'. Like his/her agent. You think this person will help you extend your capabilities. •At the same time, he experiences each program, not as a discrete text, but as an open, continuous, and never-ending story, which penetrates - at the same time as it takes him away from - his own reality. Source: Rose, A. & Friedman, J. (1994). Television sport as mas(s)culine cult of distraction. Screen. 35 (spring): Masculine Cult of Distraction In 1926, Kracauer understood distraction as symptomatic of the tensions and inadequacies associated with modernity. (spring): 22-35. & Friedman, J. (1994). Television sport as mas(s)culine cult of distraction. Screen. 35 Masculine Cult of Distraction Kracauer's essay appreciates distraction as a form of cultural consumption that 'makes sense' as a response to the tensions and unfulfilled needs created by a reasonless society. Post-industrious societies. Source: Rose, A. & Friedman, J. (1994). Television sport as mas(s)culine cult of distraction. Screen. 35 (spring): 22-35. ADistracted Experience of Reception ...sports programs are in fact open-ended, cyclical, and melodramatic; and are reflective (as well as constitutive) of a distracted experience of reception. (spring): 22-35. & Friedman, J. (1994). Television sport as mas(s)culine cult of distraction. Screen. 35 14-9 An Integral Part of Masculine Work and Play Rather than providing an 'escape' from the routines of everyday life, the mass consumption of television sport must be seen as an integral part of masculine work and play. males cycle of work and play Source: Rose, A. & Friedman, J. (1994). Television sport as mas(s)culine cult of distraction. Screen. 35 (spring): 22-35. 14-10 An Integral Part of Masculine Work and Play •The distracted consumption of sport by television spectators reflects and reifies the patterns of perception and the skills required of the postindustrial male worker. Skills? see next slide Postindustrial Labor •Postindustrial labor may – like housework - actually require distraction. Being distracted is part of the cycle •In the service sector, management, and sales-oriented occupations, men and women alike are expected to concentrate on several tasks at once, to be constantly interruptable, and to focus on the needs of others. Utopian Imaging Sports programming on television is a vehicle for the Utopian imaging - and reification - of corporate and patriarchal ideals of the masculine. Masculine values in sports, not females. Which is why male sports do better in theory (no female NFL). Rhetoric of Sports …television sport embraces the ideals of democracy: equal opportunity, fairness, and a balance between individual achievement and the collective good. This could play a passive role in our society while also promoting male values and can represent democracy. From watching sports, we know we have to play by the rules and engage in competition whereas in other countries this isn’t so– less of a competition perhaps. Rhetoric of Sports …the rhetoric of sport reiterates an ethic of integration and incorporation: insisting that individuals put aside differences, put the team first, and play by the rules. In this way, sports discourse seems ultimately to reify the dominant values of corporate USA. Glorifies the values of cooperate america Media and Sports Modern professionalized sport first emerged in the late nineteenth century, during the same period that saw the emergence of mass media, brand-based advertising, and retail chain stores. Sports media come into play just as soon as industrial age came and symbiotic relationship between TV/media and sports TV’s Impact on Sports There are two aspects. First, the impact upon the institutions, rituals, and practices of organized sport; and second, the impact upon spectators, the television audience, and social practices more generally. How could TV change the rules/rituals for sports? When its programmed (Sunday night football vs college ball satuday) we organize our time around when TV tells us to be there. Rules- “shot clock” is used to quicken the game to make it more entertaining for TV viewers which comes from pressure from the advertisers (more exciting games= more attention to ads). = more money Rituals- “Gatorade moment” end of thrilling game someone (coach) gets dumped with Gatorade (product placement) TV’s Impact on Sports Television transformed sport into a set of commodified global spectacles, producing huge audiences and massive new sources of income. So they have a viewership TV’s Impact on Sports By manipulation of time and space, the television version became in some ways superior to the experience of live spectatorship. TV’s Impact on Sports • Technological innovation eventually enabled a naturalistic perfection that enhanced the value and appeal of televised events. • By extending the live network globally, television enabled the transmission of events from any part of the globe and their dissemination and consumption to much of the world. TV’s Impact on Sports The widespread availability of television sport in cafés and bars around the world enables this communal viewing audience in both domestic and public space. TV’s Impact on Sports Television has undermined the embedded localism of sport, enabling the emergence of global fan bases for the market leaders—the New York Yankees, the Dallas Cowboys, Real Madrid, and Manchester United. Sports fans can be global TV’s Impact on Sports •Along with technological and aesthetic transformation came an economic transformation. •By making television sport attractive to sponsors and advertisers, new forms of revenue for sport were established and grew rapidly from the 1960s. TV’s Impact on Sports Sport is still multifaceted, but among other functions, it has certainly become a branch of the advertising and promotion industry as a result of television. TV’s Impact on Sports The new cultural visibility of sport, in turn, stimulated a rapid growth in sport-branded merchandising. TV’s Impact on Sports The impact of this economic transformation has produced new tensions for sport organization to manage -- increasing the pressure for success, the use of performance-enhancing drugs, forms of cheating and gamesmanship, corruption, and betting coups.Any corrutopion or sensational news becomes the business of the media TV’s Impact on Sports Sporting brands possess desirable attributes and associations -- youth, fitness, high performance, and success. TV’s Impact on Sports The massive cultural visibility of major sport stars, their connotative power and symbolic value, and the absorption of sporting costume within the lexicon of the fashion industry could not have occurred without television. Boston globe would then have to cover boston sports news TV’s Impact on Sports The close-up-centered basis of television helped transform sport performers into stars and celebrities. The more of the athlete you see and the more of a person they are to you, then the “real”er they become and once you begin to see more of their facial features you believe you know them better and have a more personal relationship TV’s Impact on Sports •The governing bodies of sport became desperate to offer television what it wanted in order to secure these revenues. •These processes led to the undermining of nineteenth- century benevolent paternalist and voluntary sport governance by new entrepreneurial sport agencies and forced sport governing bodies to transform themselves to accommodate the primacy of television, commercialization, and commodification. You must celebrate the athleticism now as well as the game TV’s Impact on Sports By the mid-1980s, amateurism was all but dead, and most governing bodies had been forced to come to terms with the new world of sport agents, sponsorship brokers, and television deals. Sport was reshaped to meet the needs of television and the promotional industry. FIFA- international soccer league. Lots of political scandals and revenue opportunities. TV’s Impact on Sports Sport governing bodies were increasingly prone to changing the rules and the format to attract television and sponsors. See previous notes (ping pong balls were changed colors from white to orange so that at home viewers could see better TV’s Impact on Sports By the 1990s, digital rotation of still images further aided analysis of controversial decisions. Play by play or review features Sports Impact on Media Sport was a particularly important element in the advertising of television sets. There was a quick and steep buying curve of a TV so that people could watch games from home without having to leave their house. NFL came into play right around when TV was getting big Sports’Impact on TV Media Sport in turn provided television with an endless supply of major spectacular events and an enduring form of pleasurable and popular viewing. They also analyze and do highlight reals which is more than the game its self (they do more talking about the fame then they play it)
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