Journal of Critical Reviews ISSN- 2394-5125 Vol 6, Issue 6, 2019 Review Article SPORTS AND BETTING: A MEDIA INTERVENTION SHAJI KURIAN1, SATAROOP SINHA2 NAMRATA NANDA3* 1Professor, IFIM Business School, Bangalore. [email protected] 2PGDM Student, IFIM Business School, Bangalore. [email protected] 3*Prof., Research Mentor, IFIM Business School, Bangalore. [email protected] Received: 12.08.2019 Revised: 11.09.2019 Accepted: 14.09.2019 ABSTRACT Sports and betting as we know has a long standing and coercive relationship, over the years. Media influence like usage, of the internet and various other social networking sites, would be one big positive influence in laying, the consensus on the various draconian and perilous, effects it as far as impacting the health of the public is concerned. Say for instance Internet gambling, is one such big thing that has its influence on the health of the public in general. What one needs to understand is that, gambling can also have a strong yet a positive influence in sports and it can be usually marketed as a serious profession rather than a taboo which has not only sensitive, but a rife title too, over the years. With the influence of media channels in realms of betting what is required is both societal awareness and brand awareness among the public at large so that it becomes the next big thing in the world of profession. Most important objective in the intervention of media is media should play the role of an evangelist in spreading, positivity in the minds of the public. People shouldn’t be hasty regarding the thought of eking out a career out of it, which is both sensitive and plausible across private and public domains. Keywords: Social networking, internet gambling, media channels, brand awareness, social awareness, public domain. © 2019 by Advance Scientific Research. This is an open-access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/) DOI: http://dx.doi.org/10.22159/jcr.06.06.12 INTRODUCTION slowly and gradually proliferated into a pure source of a marketing strategy through its implementation in sporting events and is no more We are all wary of IPL, or the much coveted Indian premier league confined to what we call the tech devices such as mobile or which over the years has developed its own pros and cons across its racecourses, or casinos or pubs but it has sprinkled with an opera of own spiral boundaries. It is a platform to provide complete opportunities and gambling possibilities. entertainment to the fans in the form of players that is cricketers who Researches have shown how gambling has fructified and encapsulated are nothing but actors in a stage performing regally on the field itself into sports events and codes. This has been rightfully treated as providing a thorough toast of entertainment for the fans. Everything the “gamblification of sports”( Thomas, Lewis, Doung, Mclleod, 2012). ranging from sports to human beings has its own pros and cons, and Pernicious products like alcohol, tobacco have been promoted through IPL is no different. The harsh reality is amidst the sage of insanity that repeatitive advertisements through various media channels which has is IPL lies a harsh yet a dark realty which we simply cant deny or had an explicit impact in the minors within the society who seem to be placidly brazen without agreeing to the fact that it is a perfect foil for furnished with potential sports talent with them (Hing, Lamont, making money for the rookies. Now what is “Betting” and how can Virtatas, and Fink, 2015). Not only sports have become a corrective “media intervention “ help in the alleviation of sporadic betting and its portal for minting out hefty sums of money but also with the world subsequent aftermaths both in the short and long run. What do you transiting to a digital era, so the frantic intrusion of the digital media is mean by sports betting?” Sports betting the term itself is defined as the also palpable in the betting circuits. Digitalization has created a perfect process or activity of predicting the occurrence of a sports event and foil for gambling thereby making accessibility into sports arena all the hence slapping a prospective bet on the real outcome. Sports betting is more easy thereby giving it all the more a new dimension a new not only confined to international sports such as cricket or football. It chapter in the life of gambling. (Natasha, Dow, Sc extends to various nonathletic events such as reality show events such hull,2005). Gambling methods have indeed become a game changer for as horse racing, political election, horse racing, greyhound racing etc. the society at large with the intrusion of technology and media has But intervention of media in sports should be a game changer in a way taken gambling to a different level. Now gambling has altogether sports is conducted. It seems the future of media in sports betting is brought with it whole host of risk with itself and the most vulnerable glittering. The coverage of media in sports would to the masses would and subjective ones are today’s youth who have a tremendous definitely be a definitive experience. Most significantly it would give exposure to gambling promotions is associated with the increased the commoners, a basic understanding and develop a proper judgment adolescent gambling participation which thereby most likely about to about what is right and wrong or what is legal or illicit in the eyes of increase gambling problems all the way. If this promotion and law in case of betting. Today betting is being regarded as a taboo even intervention of adultery into gambling proliferates on a day to day in the modern society at large. Intervention of media in various betting basis then it will distort the lifestyle, thought process, and they would channels would not only provide a potential source of vibrant be exercising freedom in a way that will smell doomsday for them as information, but also it would be a potential eye opener for people, and for them easy accessibility to earning money through gambling also it would help as a potential source of quick marketing with without understanding the true essence of it. This is absolute disaster potential economic and organic growth for future businesses. The as far as the economy of our country is concerned. basic problem that we have been noticing about gambling isthat it has Journal of critical reviews 84 Sports and Betting: A Media Intervention Gambling provides a perfect portal to what we call the” shadow pernicious tool of churning out stacks of money “What people perceive economy” to seep through (Hing, Virtatas and Lamont, 2014). Now is, what people conceive”. This when we talk about insertion of media into every day gambling, we Typically is placid mentality which people especially in a country like have elaborately talk about influence of advertisement into everyday India have, but it seems to be stupid and holds no firm ground to the gambling. Advertising has had a grave impact into illicit activities of cause of such a stupid thought but unfortunately, it is, what it is. that of gambling. Social media marketing influences gambling on a Gambling is not a criminal offence if done legally. The research aims to mammoth scale. What advertisement in social media does is that it provide a plethora of platforms by which people can extract helps in retaining the urge of incipient gambling among the youth substantial information about gambling if treated as a subject of which for them is a difficult cog to resist. interest a then it would be a brilliant research tool for the future. Why is it so? Its because, it will not only change the way gambling has been perceived all across the society for all over world. Illicit gambling also LITERATURE REVIEW has had a voracious impact on health and society at large. Health is a The basic objective of the literature review is to find the potential gaps major issue here which unfortunately yet naturally gets affected due to which have not been addressed in the study of my research which is gambling. (Korn, Schaffer,1999). Anxiety is a potential threat to leading potentially on gambling and its potential effects and how intervention a healthy & productive life. What needs to be addressed is, that how of media would help us to get a valid plausible and bonafide can this insatiable curiosity and irresistibility of earning money information about the same and how can we get rid of it and how frantically has become a new norm among the youths. Equitable intervention of media would help us provide valid information in bits growth is what we want and what we seek for. But, in reality its easier and smithereens proper insights into gambling so that we look at it said than done. Media will have to play a clinical role in the setting a from potential and a source of vibrant learning in future and as a taboo perfect example and propaganda for the youths of today to change the in the days to come. way gambling is perceived. If through media we can take the help of Today gamblers are a lot more proactive and their sagacity knows no various channels in creating a positive vibe in the minds of people we bounds with technology taking giant strides and they too are living can thereby make it easier for people to have a panoramic view about upto it. With resources come opportunities. The exorbitant pace at how can gambling be a major outlier to the proliferation in the GDP which technology is transcending, is streamlining people with numbers.