Abstract
This paper will first consider the history of the relation between media and sports culture. Then the paper will examine the more recent changes in media corporations, where large media conglomerations now manage sports teams, and the impact these control systems have on the national hockey league. In conclusion, this paper will re-draw attention to the exclusive nature of hickey as "culture," and indicate possible changes in media representations which might elaborate Canadian notions of identity, and culture.

Abstract
The paper emphasizes how the role played by the media in sports marketing is one that cannot be undervalued or under-estimated. The paper explains that media roles include advertising products and services for companies who 'sponsor' sports teams or sports celebrities through buying advertising time on the air. The paper discusses how the advent of interactive media has changed the shape of today's sports marketing initiatives and has produced a need to reconsider how the effects and effectiveness of marketing communications are measured. The paper is of the opinion that further study is needed in this area of media sports marketing.

Outline:
Introduction
Importance of Research
Literature Review
Summary and Conclusion
Recommendations of This Study

From the Paper
"According to The 2006 Sports Marketing Handbook the reason that there is so much in terms of money invested in sports programming is because sporting events, and specifically major sporting events: "brings networks stronger affiliates and crates an ideal platform to promote prime-time shows along with the added opportunity to fill many hours of the broadcast week with practical entertainment." (The 2006 Sports Marketing Handbook, 2005).
"Fox reported 133.7 million viewers turning to the channel that the game was playing on during Super Bowl XXXIX, which provided FOX with the largest viewing audience ever. However this total fell 2.5 million short of CBS's 35.7 million in 2004."

Tags:marketing, interactive, advertising, broadcasts

Abstract
The paper reveals that riots that occur after a team wins a hockey game have been present for over half a century now. The paper questions why critics say that the riots have nothing to do with the game itself, and asks whether riotous fans who partake in violent actions outside of a sporting event are considered to be isolated from the game itself, or is it the media who calls attention the connections between the violent game of hockey and subsequent rioting. This paper explores the issues surrounding the evolving game of hockey, changes in sport media culture and youth violence.

From the Paper
"The 1955 `Rocket Richard Riot'; the `magnificent mile' riots in Chicago after the Blackhawks won the cup; the 1993 riots in Montreal that engrossed the streets after the Canadians won Lord Stanley's cup; university riots in Michigan and Minnesota; and of course the Edmonton riots after a playoff victory by the Oilers (Smith 121-131). Historically, there has been over several decades of rioting in the streets by fans due to outcomes of sporting events. Each of these riots were conveyed by sports and mainstream media outlets. So what has changed? Why is the..."

Tags:hockey, violence, media

Abstract
This paper compares and contrasts Asian women in professional and competitive sports against American women that are engaged in the same sports. The author emphasizes the role of Chinese and American women in the Olympic games. He then demonstrates how the popular media in the United States tends to present female Asian athletes as being overly dedicated to their respective sports to the end goal of drug use or cheating, while female American athletes are presented as being dedicated but also are completely honest in all respects.

From the Paper
" The American and the Asian medias treat their own female athletes much as they would their male athletes, but it is evident that the American mainstream media tends to portray Asian women as athletes that are not really competitors but are instead almost monstrous. In articles from the 1998 Summer Games, for example, the allegations that the Chinese athletes were using drugs allowed the media to vilify these women. "

Tags:news, racism, report, reporting, society, sport, sports

Abstract
The paper analyzes the defining aspects of the sporting genre in this study of baseball and explores the cross over of politics into the sport. The paper discusses how the economic factors of greater TV ratings due to home run setting records have been part of the problem with steroids being an issue in artificially enhancing performances.

Tags:genre, media, coverage

Abstract
The paper scrutinizes how mass media affects the public perception of heroes and heroism. The paper first describes immense power of mass media through the example of the American television being regarded as a powerful force strengthening the presidential system. The paper argues that mass media enables public opinion to spread over wider geographic area. The paper demonstrates the popularity of sports heroes and explains the correlation the entertainment media has with fictional heroes in literature.

From the Paper
"What is a hero? And what has one got to do with television? The answer to that question which is really the question of how the mass media influence popular perceptions of the heroic and the Hero - is a complex one as are any significant questions that examine the relationship between mass media and the culture that produces, absorbs, reflects and reifies them."

Tags:hero, television, mass, media, popular, perception, america, radio, broadcast, heroism

Abstract
This paper examines the 2008 Beijing Olympics media campaign, explaining why it was successful despite political obstacles. The key issue in this examination is the difficulty of developing a successful media campaign for a worldwide sports event.

From the Paper
"This paper will examine a successful media campaign for a world sports event that of the Beijing Olympics. The significance of the topic is the complexity of mounting a successful media campaign for a global sports event because of all the venues that must be covered and the multiple cultures involved. The key issue in this examination is the difficulty of developing a successful media campaign for a worldwide sports event. This paper will detail how this was done for the Beijing Olympics and will analyze ...

Tags:media campaign, evaluation, China, Beijing Olympics 2008

Abstract
This paper discusses the phenomenon of sexism in the media. This is done by an examination of sports coverage. The paper explains that gender differences and inequality in media coverage are very prevalent in the area of sports or athletic coverage. Women are not only portrayed less often than men, but also with a more sexist scope and utilization of language. The paper offers a suggestion to correct this problem.

From the Paper
"Sexist portrayal of men's versus women's athletic events and sporting events has prevailed in the media for some time. Armstrong and Hallmark (1999) note that until very recently, women in profession NCAA Division I women's basketball teams, though popular, had received "virtually no television exposure" during key station segments; women also suffered unfavorable practice times and "hand me down uniforms" (p. 1). Perhaps no other area of media portrayal reveals as much gender inequality as the portrayal of women athletes. This is not because of a lack of interest in female sports necessarily. More and more women are participating in sports formerly considered male only."

Tags:women, sports, discrimination, television

Abstract
This paper explains that, if people do not have exposure to a variety of individuals from different races and cultures on a daily or frequent basis, the media then becomes their primary source of stereotypes from which to form judgments of various ethnic groups. It points out that unfortunately, culture and class stereotypes are still prevalent in the media today, especially with regard to African-Americans. The author points out many specific examples in film, television shows and crime-related television news stories where Black Americans are being portrayed as violent, ignorant and racist more often than White Americans. The paper stresses that Americans will never learn to respect each other as long as one race is glorified at the expense of another race; therefore, all consumers, minority and "majority", should make an economic statement about better quality programming by applying pressure on sponsors.

From the Paper
"The issue of the black coach goes far deeper than wins and losses on the football field. Owners have demonstrated all too often that the bottom line is not the number in the win column. Reasons provided for not hiring more black coaches range from not knowing the person, to not wanting a person of color in charge. Owners and general managers know who is in charge, and they demonstrate a belief that they can achieve their objectives with those who share a common ground. The bottom line is that it's inexcusable for a disproportionate representation of black coaches in both collegiate and professional sports, where there is such a high representation of participants."

Tags:blaxploitation, sports, subservient, segregated, gangsters

Abstract
The research studies the changes that have developed in sports over the past decades and argues that globalization and capitalism are responsible for this change. The mass media has brought these matches into the homes, and this means that the excitement of viewing them live is no longer just limited to those who can afford a ticket or find one. In this way, especially with the development of satellite channels, the whole world is the audience of a football match. This has placed tremendous pressure on the players to perform to the best of their ability and more. The paper shows that media coverage of sports may have caused many players to retire early or to live insecurely due to death threats against them or their families, but it appears to have improved the quality of such games as football. To prove this, the writer look at statistics on the performance of the top players before the media age and top players in this media age. It proves that media has improved the quality of sports, but has removed from it the idea of clean competition and even player loyalties to their clubs or national teams. These players now go after the highest bidder, and it is difficult to keep track of who is playing for which side. Accordingly, the media has transformed sports into a financial game, and it is no longer an athletic one. As a support for the argument that money rather than playing well for the love of the sport itself is the main motivation of the performance of players and clubs, the writer finds statistics on the profits that clubs make through winning and the losses that they suffer by getting beaten. Furthermore, it finds statistics on the salaries of the top players and how their performance affects the terms of the renewal of their contracts. Additionally, the writer finds out how much sponsors and advertisers pay for the presence of their ads during games or their logos on the players' clothes.

From the Paper
"We are now living in a world of instant media communication in which the way that different countries and people interact with each other has greatly changed. The mass media has entered every area of life and covers almost all events, whether large or small. Sports are one area that has received a great amount of media attention, and that attention has changed the nature of some sports such as football. Essentially, that change can be described as the internationalization, or the globalization of football in the sense that the characteristic of the national team has changed forever through the inclusion of foreign players. Media's concentration on football and its live coverage of games has globalized this sport, or made it international. The consequence has been the improvement of the quality of the game, and the potential development if closer cultural understanding between different ethnic groups as a consequence of the diverse ethnic composition of teams and supporters. Some, however, such as the anonymous author of "An English Case Study," published in The Economist, argue that globalization has weakened the development of local footballer talent in countries as the United Kingdom but, on the contrary, the import of foreign talent has improved the performance of many teams, increased their clubs' profits, and uplifted the quality of the game, further rewarding deserving players with experience and money."

Tags:club, athletes, money, globalization