MediaSport

Daily newspapers, television channels and local news programs feature ever more sports, often at the expense of political coverage. At the same time, cable and satellite networks are penetrating the market. InMediaSport,leading experts from around the world in the field of sports studies, sports journalism and leisure studies provide a comprehensive introduction to the ways in which sports and the media interact. They tackle issues such as gender, globalization, sports ethics, sports and violence on television, and marketing sports on the internet. Clearly written and wide-ranging,MediaSportrepresents the latest thinking from around the world on the relationship between global sports and the world of communication.

About the Contributors	p. ix
Preface	p. xiii
The Mediasport Playing Field	p. 1
Playing the Mediasport Game	p. 3
Mediasport: Technology and the Commodification of Postmodern Sport	p. 14
Mediasport Studies: Key Research and Emerging Issues	p. 27
Note	p. 54
Mediasport Institutions	p. 55
Circuits of Promotion: Media, Marketing and the Globalization of Sport	p. 57
The Evolving Television Sports Marketplace	p. 73
Women, Sport, and Media Institutions: Issues in Sports Journalism and Marketing	p. 88
Sports Journalism, Ethics, and Olympic Athletes' Rights	p. 100
Mediasport Texts	p. 117
Come Together: Sport, Nationalism, and the Media Image	p. 119
The Sports Hero Meets Mediated Celebrityhood	p. 134
Race and Ethnicity in Us Sports Media	p. 154
The Media Image of Sport and Gender	p. 170
Media Treatment of Female Athletes: Issues of Gender and Sexualities	p. 186
Prometheus Unbound: Constructions off Masculinity in the Sports Media	p. 202
Mediasport Audiences	p. 219
Reading the Sports Media Audience	p. 221
Watching Sports on Television: Audience Experience, Gender, Fanship, and Marriage	p. 233
Violence and the Enjoyment of Media Sports	p. 252
Extending the Sports Experience: Mediations in Cyberspace	p. 266
References	p. 282
Index	p. 319
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