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Job #: 106671 Author Name: Raney Title of Book: Handbook of Sports & Media ISBN #: 9780805851892 HANDBOOK OF SPORTS AND MEDIA LEA’S COMMUNICATION SERIES Jennings Bryant/Dolf Zillmann, General Editors Selected titles in Communication Theory and Methodology subseries (Jennings Bryant, series advisor) include: Berger • Planning Strategic Interaction: Attaining Goals Through Communicative Action Dennis/Wartella • American Communication Research: The Remembered History Greene • Message Production: Advances in Communication Theory Hayes • Statistical Methods for Communication Science Heath/Bryant • Human Communication Theory and Research: Concepts, Contexts, and Challenges, Second Edition Riffe/Lacy/Fico • Analyzing Media Messages: Using Quantitative Content Analysis in Research, Second Edition Salwen/Stacks • An Integrated Approach to Communication Theory and Research HANDBOOK OF SPORTS AND MEDIA Edited by Arthur A.Raney College of Communication Florida State University Jennings Bryant College of Communication & Information Sciences The University of Alabama LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS Senior Acquisitions Editor: Linda Bathgate Assistant Editor: Karin Wittig Bates Cover Design: Tomai Maridou Photo Credit: Mike Conway © 2006 This edition published in the Taylor & Francis e-Library, 2009. To purchase your own copy of this or any of Taylor & Francis or Routledge’s collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk. Copyright © 2006 by Lawrence Erlbaum Associates All rights reserved. No part of this book may be reproduced in any form, by photostat, microform, retrieval system, or any other means, without prior written permission of the publisher. Library of Congress Cataloging-in-Publication Data Handbook of sports and media/edited by Arthur A.Raney, Jennings Bryant. p. cm.–(LEA’s communication series) Includes bibliographical references and index. ISBN 0-8058-5188-7 (casebound: alk. paper)—ISBN 0-8058-5189-5 (pbk.: alk. paper) 1. Mass media and sports-Handbooks, manuals, etc. I. Raney, Arthur A. II. Bryant, Jennings. III. Series. GV742.H35 2006 070.449796—dc22 2006000395 ISBN 0-203-87367-X Master e-book ISBN Contents Dedication xi Preface xiii I THE DEVELOPMENT OF SPORTS MEDIA 1. Sports and Media in the Ancient Mediterranean 3 Thomas F.Scanlon 2. A Historical Overview of Sports and Media in the United States 22 Jennings Bryant and Andrea M.Holt 3. Sports and Media Through the Super Glass Mirror: Placing Blame, 47 Breast-Beating, and a Gaze to the Future Lawrence A.Wenner II THE COVERAGE AND BUSINESS OF SPORTS MEDIA 4. Sports Media: A Modern Institution 66 Robert V.Bellamy, Jr. 5. Sports Content on U.S. Television 80 Dan Brown and Jennings Bryant 6. The Coverage of Sports in Print Media 111 Wayne Wanta 7. The Coverage of Sports on Radio 124 John W.Owens 8. Broadcast Television and the Game of Packaging Sports 139 David B.Sullivan 9. The Coverage of Sports on Cable TV 157 Chris Wood and Vince Benigni 10. Sports Online: The Newest Player in Mediasport 183 Michael Real 11. Sports Fiction: Critical and Empirical Perspectives 198 R.Glenn Cummins 12. Alternative Media Versus the Olympic Industry 219 Helen Jefferson Lenskyj 13. World Cup Worlds: Media Coverage of the Soccer World Cup 1974 to 2002 232 Andrew Tudor viii Contents 14. Gender Warriors in Sport: Women and the Media 247 Margaret Carlisle Duncan 15. Utilizing Televised Sport to Benefit Prime-Time Lineups: Examining 270 the Effectiveness of Sports Promotion Andrew C.Billings 16. 60 Seconds to Air: Television Sports Production Basics and Research Review 283 Marc A.Krein and Sheree Martin 17. Sports Economics and the Media 297 Michael Mondello 18. Sports Sponsorship 318 Lance Kinney III SPORTS MEDIA AUDIENCES 19. Why We Watch and Enjoy Mediated Sports 339 Arthur A.Raney 20. The Causes and Consequences of Sport Team Identification 358 Daniel L.Wann 21. Sport, Violence, and the Media 383 Barrie Gunter 22. Televised NFL Games, the Family, and Domestic Violence 396 Walter Gantz, Samuel D.Bradley, and Zheng Wang 23. Fantasy Sports: History, Game Types, and Research 416 Richard G.Lomax 24. An Untapped Field: Exploring the World of Virtual Sports Gaming 426 David Leonard 25. The New Online Arena: Sport, Marketing, and Media Converge in 443 Cyberspace Joseph E.Mahan, III and Stephen R.McDaniel IV CRITICAL PERSPECTIVES ON SPORTS MEDIA: CASES AND ISSUES 26. Sport and Globalization: Key Issues, Phases, and Trends 470 Joseph Maguire 27. Sport, the Media, and the Construction of Race 482 Andrew Grainger, Joshua I.Newman, and David L.Andrews 28. Crouching Tiger, Hidden Blackness: Tiger Woods and the Disappearance of Race 506 Davis W.Houck 29. Women, Team Sports, and the WNBA: Playing Like a Girl 524 Daniela Baroffio-Bota and Sarah Banet-Weiser 30. Thinking Through Power in Sport and Sport Media Scholarship 540 Mary G.McDonald Contents ix 31. A World of Criminals or a Media Construction? Race, Gender, Celebrity, and the Athlete/Criminal Discourse 564 David Leonard 32. Sporting Bodies 586 Davis W.Houck 33. Sports Mascots and the Media 605 C.Richard King, Laurel Davis-Delano, Ellen Staurowsky, and Lawrence Baca 34. Disability and Sport: (Non)Coverage of an Athletic Paradox 625 Marie Hardin Author Index 636 Subject Index 669 Dedication To our fathers: Art dedicates this volume to Donald C.Raney, who shared his love of Caywood Ledford’s voice over AM radio, his marvel at Ted Williams’ vision, his tickets to see Bear Bryant’s 315th victory, and his undying love, support, and encouragement. Thanks, Coach. Jennings dedicates this volume to Jennings F.Bryant, Sr., who spent untold hours with his less athletically gifted son, trying to teach me to master the basic skills of almost any sport or game that can be played with a ball. Although you never managed to teach me your 90-mph fastball, your awesome 3-point shot, your 300-yard drive, or any other facet of your incredible athletic repertoire, what you did teach me in those thousands of hours of loving tutelage has made me a much better person and father. Thank you. Preface On Friday, June 7, 2002, London stood still. England’s industrial sector screeched to a halt earlier in the day as nearly 20% of the workforce—about 6 million workers—called in sick. No doubt, many had visited the special Web site providing excuses to offer employ- ers for just this occasion (“England grinds to a halt,” 2002). Just after noon, the eyes of the nation turned to the thousands of large-screen televisions that had been placed in pubs, theaters, city squares, offices, factories, supermarkets, and churches. No, this was not an- other Windsor wedding, though the participants were treated like royalty: England’s national team was facing rival Argentina in the first round of the 2002 FIFA World Cup. The anxious throngs were not to be disappointed as England’s David (“Bend it Like”) Beck- ham’s penalty shot in the 44th minute found the back of the net for the game’s only score. Soccer (or football to our friends outside the United States) may be the world’s most popular sport, but it definitely is not the only one that draws television viewers. Four of the ten most watched shows in U.S. television history have been Super Bowls; a fifth was the 1994 showdown on Olympic ice between Nancy Kerrigan and Tonya Harding. It is hardly breaking news that sporting events draw spectators, viewers, listeners, and readers by the billions. The importance of sports on the contemporary global entertainment land- scape is undeniable. This importance is in large part due to the ever-evolving relationship between sports and media—a relationship appropriately characterized as win-win-win for media outlets, sports leagues, and fans alike. It probably comes as little surprise that the formal study of sports and media boasts a rich and intellectually diverse tradition. However, despite two noteworthy exceptions—Larry Wenner’s seminal anthology Media, Sports, and Society (1989) and his follow-up MediaSport (2002) —few have attempted to fashion a sports-media collage using the full pallet of colors offered in the extant eclectic literature, perhaps out of fear that the various intellectual traditions rep- resented therein might clash. Yet with the recent advances in media technology ushering in an Entertainment Society saturated with sports offerings, the time for such a project is now. Handbook of Sports and Media represents our best effort to provide such a picture. From the outset of the project, the two of us committed to drawing together the leading lights from disciplines such as communication, media studies, sports management and studies, kinesiology, psychology, sociology, and history. Our goal was to identify and synthesize the research into the numerous facets of the sportsmedia relationship. We sought to privilege no single perspective: present, past, and future; U.S. and international; mainstream and alternative press; team and individual sports; print and electronic media; empirical and critical scholarship. They are all here. While we do not claim to offer the reader a comprehensive volume, we hope that you will agree that we have come pretty close. xiv Preface THE DEVELOPMENT OF SPORTS MEDIA We have organized Handbook of Sports and Media around four major themes: history, industry, audiences, and critical issues. The first section, “The Development of Sports Media,” contains three outstanding chapters. In the first, “Sports and Media in the Ancient Mediterranean,” classicist Thomas Scanlon details the earliest representations of sports in the “media” forms of the early Egyptian, Greek, and Roman (to name a few) civilizations. Jennings Bryant and Andrea Holt detail the rise and development of sports media in the United States from colonial America to today. In “A Historical Overview of Sports and Media in the United States,” the authors—examining media forms (e.g., newspapers, magazines, television), content providers and vehicles (e.g., ESPN, The Sporting News,The Wild World of Sports), and pioneering figures (e.g., Grantland Rice, Roone Arledge, Frank Deford)—chronicle the evolution of the sports-media relationship in the country where many of the preeminent sports communication developments have occurred.
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