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MediaSport As we enter the twenty-first century, sport increasingly dominates the international media. Daily newspapers, television channels and local news feature ever more sports coverage, often at the expense of political and community news. At the same time, cable and satellite networks are building their global expansion strategies on sports programming as they accelerate penetration into new markets. MediaSport provides a comprehensive assessment of the ways in which sport and varied forms of media interact with culture, and is written by leading experts from around the world in the fields of sports studies, media studies, journalism and cultural studies. Among the subjects covered are: • marketing and commodification of sports • media treatment of gender, race, and sport • nationalism and the globalization of sports • violence, fanship, and audience experiences • postmodern mediation of sport and the Internet Clearly written and wide-ranging, MediaSport provides essential insights into the latest thinking on the relationship between global sport and the world of communication. Contributors: Robert V.Bellamy Jr, Jennings Bryant, Pamela J.Creedon, Laurel Davis, Margaret Carlisle Duncan, Walter Gantz, Janet C.Harris, Othello Harris, Sue Curry Jansen, Mary Jo Kane, Kathleen M.Kinkema, Helen Jefferson Lenskyj, Stephen R.McDaniel, Jim McKay, Margaret MacNeill, Michael A.Messner, Toby Miller, Arthur A.Raney, Michael R.Real, David Rowe, Don Sabo, Christopher B.Sullivan, Leah R.Vande Berg, Lawrence A.Wenner, Garry Whannel, David Whitson, Dolf Zillmann. Lawrence A.Wenner is Professor of Communication and Director of the Sports and Fitness Management Graduate Program at the University of San Francisco. His previous publications include Media, Sports, and Society, and he is a former editor of the Journal of Sport and Social Issues. LONDON AND NEW YORK MediaSport Edited by Lawrence A.Wenner First published 1998 by Routledge British Library Cataloguing in Publication 11 New Fetter Lane, London EC4P 4EE Data A catalogue record for this book is available Simultaneously published in the USA and from the British Library Canada by Routledge 29 West 35th Street, New York, NY 10001 Library of Congress Cataloguing in Publication Data Routledge is an imprint of the Taylor & MediaSport/edited by Lawrence Wenner Francis Group p. cm. This edition published in the Taylor & Includes bibliographical references and Francis e-Library, 2002. index. 1. Mass media and sports. © 1998 Selection and editorial matter 2. Sports—Social aspects. Lawrence A.Wenner; individual chapters © I. Wenner, Lawrence A. their authors GV742.M337 1998 All rights reserved. No part of this book 070.4´49796–dc21 98–2658 may be reprinted or reproduced or utilized CIP in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in ISBN 0-415-14040-4 (hbk) writing from the publishers. ISBN 0-415-14041-2 (pbk) ISBN 0-203-01405-7 Master e-book ISBN ISBN 0-203-17518-2 (Glassbook Format) Contents About the contributors ix Preface xiii P art one THE MEDIASPORT PLAYING FIELD 1 Playing the MediaSport Game 3 Lawrence A.Wenner 2 MediaSport: Technology and the Commodification of Postmodern Sport 14 Michael R.Real 3 MediaSport Studies: Key Research and Emerging Issues 27 Kathleen M.Kinkema & Janet C.Harris vi CONTENTS P art two MEDIASPORT INSTITUTIONS 4 Circuits of Promotion: Media, Marketing and the Globalization of Sport 57 David Whitson 5 The Evolving Television Sports Marketplace 73 Robert V.Bellamy, Jr. 6 Women, Sport, and Media Institutions: Issues in Sports Journalism and Marketing 88 Pamela J.Creedon 7 Sports Journalism, Ethics, and Olympic Athletes’ Rights 100 Margaret MacNeill P art three MEDIASPORT TEXTS 8 Come Together: Sport, Nationalism, and the Media Image 119 David Rowe, Jim McKay, & Toby Miller 9 The Sports Hero Meets Mediated Celebrityhood 134 Leah R.Vande Berg 10 Race and Ethnicity in US Sports Media 154 Laurel R.Davis & Othello Harris 11 The Media Image of Sport and Gender 170 Margaret Carlisle Duncan & Michael A.Messner CONTENTS vii 12 Media Treatment of Female Athletes: Issues of Gender and Sexualities 186 Mary Jo Kane & Helen Jefferson Lenskyj 13 Prometheus Unbound: Constructions of Masculinity in Sports Media 202 Don Sabo & Sue Curry Jansen PPPart four MEDIASPORT AUDIENCES 14 Reading the Sports Media Audience 221 Garry Whannel 15 Watching Sports on Television: Audience Experience, Gender, Fanship, and Marriage 233 Lawrence A.Wenner & Walter Gantz 16 Violence and the Enjoyment of Media Sports 252 Jennings Bryant, Dolf Zillmann, & Arthur A.Raney 17 Extending the Sports Experience: Mediations in Cyberspace 266 Stephen R.McDaniel & Christopher B.Sullivan References 282 Index 319 About the Contributors Robert V.Bellamy, Jr. is Associate Professor of Media Studies and Communication at Duquesne University. His current research seeks to document how and why sport is the best exemplar of the ‘product’ necessary to the ongoing globalization of media industries. He is the co-author of Television and the Remote Control: Grazing on a Vast Wasteland and the co- editor of The Remote Control in the New Age of Television, both with James R.Walker. Jennings Bryant is Professor of Communication and Director of the Institute for Communication Research at The University of Alabama. He is the author or editor of 15 scholarly books, including Media Effects and Media, Children, and Family. His primary research interests are in entertainment theory, media effects, and communication processes and theory. Pamela J.Creedon is Director of the School of Journalism and Mass Communication at Kent State University. She has been active in sports journalism research for more than a decade. Her recent book Women, Media and Sport: Challenging Gender Values details the history of women in sports journalism, broadcasting and marketing. With experience in corporate public relations and college sports information, her writings explore the social dimensions of women’s sports magazines and the promotion of women’s intercollegiate sports. Laurel R.Davis is Assistant Professor of Sociology at Springfield College in Springfield, Massachusetts. She recently published a book called The Swimsuit Issue and Sport: Hegemonic Masculinity in ‘Sports Illustrated’. Her work has appeared and she has served on the editorial boards of such journals as Sociology of Sport Journal and the Journal of Sport and Social Issues. Her interests include sociology of sport, media, gender, sexuality, race, and class. Margaret Carlisle Duncan is Associate Professor of Human Kinetics at the University of Wisconsin, Milwaukee. She is former editor of Play & Culture (and its later incarnation, x ABOUT THE CONTRIBUTORS Play Theory and Research), and has served as President of The Association for the Study of Play and the North American Society for the Sociology of Sport. Her research on media portrayals of female athletes and women’s sports and on mediated sport spectatorship has been widely published in sociology, sport studies, and communication journals. Walter Gantz is Professor and Chair of Telecommunications at Indiana University. His research focuses on the uses and impact of the media in everyday life, with special attention to the ways couples accommodate each other’s media preferences and usage patterns. Janet C.Harris is Professor of Exercise and Sport Science at the University of North Carolina at Greensboro. Her books include Athletes and the American Hero Dilemma; Play, Games, and Sports in Cultural Contexts (with R.J.Park); and Introduction to Physical Activity (with eight other authors). She is former editor of Quest. Her interests in sport include audience interpretations, community and youth development, and global/national/ local relations. Othello Harris is Associate Professor of Physical Education, Health and Sport Studies and Black World Studies at Miami University. His research interests include race and sport involvement, especially the extent to which sport enhances or impedes opportunities for social mobility for African Americans. His work has been published in journals such as The Black Scholar, Sociology of Sport Journal, The Journal of Social and Behavioral Sciences and Sociological Focus. He is the author of chapters in numerous books. Sue Curry Jansen is Associate Professor of Communication at Muhlenberg College, Allentown, Pennsylvania. Her recent books include Censorship: The Knot That Binds Power and Knowledge and Embodying Knowledge: Essays on Communication, Culture, and Society. Mary Jo Kane is Director of the Center for Research on Girls & Women in Sport and Associate Professor in the College of Education & Human Development at the University of Minnesota. She is holder of the Dorothy Tucker Chair for Women in Exercise Science & Sport. Her research focuses on the media’s treatment of female athletes, particularly as such treatment contributes to homophobia and heterosexism in women’s sports. Kathleen M.Kinkema is an Assistant Professor of Kinesiology and Recreation at Western State College in Gunnison, Colorado. Her scholarly interests focus on audience interpretations of mediated sport. Helen Jefferson Lenskyj is a Professor at the University of Toronto in the School of Physical and Health Education and the Ontario Institute for Studies in Education. She has written three books and numerous articles on sport, gender and sexuality. Stephen R.McDaniel is an