The Influence of Media on Sport

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The Influence of Media on Sport

By | October 1999
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Influences of Mass Media in Sport

When communication is spread not just between two individuals but rather between tens of millions of people it is known as mass media. Mass media is known as the central nervous system of society and it functions as a medium of exchange of information across the globe. "Mass media has many different purposes, such as providing information, entertaining, persuading and also by carrying a vague general function of culture to millions of people."(Frederick 18). In order for mass media to exist, there must be an audience. Today's society is very selective; each receiver reacts differently through his or her own experience and orientation. Therefore, mass media exists in many different forms such as magazines, television, newspapers, internet, motion pictures, and even plays. Some examples of these forms of mass media are cosmopolitan magazine for young modern women and TSN television network for sports fans. With such extreme varieties of mass media existing in today's societies there are three major constraints that seem to have an impressionable impact. These constraints can keep mass media very restricted. The major constraint of mass media is competition. Each form of mass media wants to be the one to target the audience, so therefore competition between mass media is very strong. The audience is the one who decides what information is important and this decides what groups of mass media get the most airtime. If your story isn't important to the audience then your media is taking up space, so therefor you either have to produce what the audience wants or you will not be able to survive in the competitive world of mass media. Money also puts constraints on what an individual gets to know. If a person can't afford to buy a television that that is restricting them on the knowledge that they are able to consume. Also, companies run on budget plans, and if there is know money in the budget, they are unable to provide...
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