Lesson video

Hello, welcome to your lesson.

My name is Miss Hacking, and I'm going to be your teacher for today's lesson on the media.

So by the end of today's lesson, I'm hoping that we can all describe the different types of media and discuss their impact on performers, sports, officials, spectators, and sponsors.

Our keywords for today's lesson include the media, which is the different ways we communicate information, like through TV, newspapers, social media, the internet, and a radio.

Sponsors, who are an individual or a group that provides financial support to an event, activity, person, or organisation.

A spectator is a person who watches a sport event and can influence the atmosphere.

And an official is someone who enforces the rules, makes decisions to ensure fair play in a game or competition.

You might know some examples of officials already, maybe from the sports that you play.

So in today's lesson, we're going to be looking at describing the different types of media and discussing the impact of media on everyone involved in sport.

So let's get started.

The media serves four primary purposes.

So we have the media to provide information, it offers education, delivers entertainment, and promotes advertisements.

So we may see something like in the newspaper, we may learn more about the world that we are living in through the news and through other events covered in the media.

It also offers education.

We may know nothing about a sport until we see it in the media, where we learn rules, regulations, we learn about players, we learn about the officials, and that's all through being shown in the media.

The media also provides entertainment.

It often gives us something to talk about between what we've read in the media, what we've seen in the media, whether it's been on social media.

We often share things that we see to provide entertainment between you, your friends, and people that you know.

You may also see adverts in the media, whether this be on TV in an advert, right, between one half or second half of a sports fixture, or it might be in a newspaper.

You see adverts or brands being advertised.

So that is also another purpose of the media.

There are different types of media, and we've already mentioned a few.

I wonder if you know any already.

So the media includes the radio, television, newspapers and magazines, and this can also be called the press, the internet, and of course social media as well.

I wonder, how many of these outlets do you use yourself? Let's have a go to check.

Can you identify the correct four purposes of the media? A, advertise, educate, entertain, and inform.

B, educate, entertain, inform, and sponsor.

C, advertise, entertain, inform, and sponsor.

Or D, advertise, educate, entertain, or sponsor.

Put down a letter that you think is correct.

That's right, it's A, the purposes of the media are to advertise, educate, entertain, and inform.

Newspapers and magazines are known as the press.

These will often include things like match reports or scores, photos and advertising spaces alongside articles.

So some people maybe read the newspaper to find out more about how their team has performed or how an athlete has performed in a certain competition or fixture.

Nowadays, how do people access the press? Do as many people buy magazines and newspapers? More recently, less people are buying newspapers and are accessing content online or through social media platforms. So newspapers often have their own website.

So if you don't actually want to physically buy the newspaper or buy the magazine, you can access it online on your phone or on your smart device.

Therefore, you can still read and hear about all the news and information about the sport.

However, you don't necessarily have to buy the newspaper to still be accessing the newspaper's source of media.

Sports feature higher in tabloid newspapers.

However, tabloid newspapers only tend to show a narrow range of sports, and these can often be particularly male dominated.

So things like football and horse racing tend to be the ones they show.

And with that, there's little diversity in participation groups featured.

So they often don't show disability sport.

They often don't show sports from other cultures and ethnicities.

They only show the sports that seem to be popular at this time, usually with males.

Can you name any TV channels that show sport? Some TV channels purchase the rights to broadcast specific sports or events, which attract more viewers, but limit access for others.

Sports are also shown on free-to-air channels, so things like the BBC or ITV.

You may see some sports being featured on there, like the Olympics or the Paralympics, for example.

There's subscription channels where people have to pay a subscription every month in order to access the channels.

So these would include Sky Sports.

So not everyone would have the access to Sky Sports if you don't pay the subscription.

There's also pay-per-view channels such as Amazon Prime, where you can specifically buy a particular sport event to watch.

So you don't have to subscribe to the channel, but you might just subscribe to that particular fixture, match, or event so that you have access to watch it.

However, again, people with limited financial income may not be able to afford this and therefore wouldn't have the opportunity to watch or access these particular sporting events.

Let's have a check.

Identify which is not a type of media.

A, television, B, sponsorship, C, magazine, or D, newspaper.

That's right.

Sponsorship is not a type of media.

Whereas television, magazine, and newspapers are all types of media.

What do you think the benefits and drawbacks of radio are compared to newspapers? You may wish to pause this video and have a think.

One of the benefits of the radio is that it provides commentary and live commentary.

So while a sport event is taking place, the commentator is able to describe to the listener exactly what is happening.

It also provides live results because a radio is broadcast at the time of the sport event taking place.

Live updates are able to happen really quickly, and so the person listening is able to know exactly what is going on in that sporting event.

And usually either at halftime or after the event has taken place, there are interviews with either the players or the coaches so that the listener is able to hear their side of what happened as well.

This makes it really exciting to listen to.

An example of a radio station that broadcasts lots of sports is BBC 5 Live.

Which sports do you hear most about on the radio? Pause a video and discuss or think about this.

The internet allows many people to watch sports and access information really quickly.

People can follow their favourite sport, team, or athlete on the club, national governing body, and player websites, which means people are able to find out lots of information about their favourite teams. They're also able to do it really quickly.

And if they have any questions about an event that's happened or about a team, they're able to find that by using the internet.

Spectators can instantly share live scores and opinions and commentary on social media.

However, both real and fake news can spread rapidly online.

So social media is great.

Again, like the internet, like the radio, we are able to see live scores really quickly.

However, people's opinions sometimes get lost in what is actually the facts of the game, which means that sometimes fake news can spread about sports, events, and fixtures.

Athletes are also able to increase their fan base through social media, and spectators and fans are able to follow their favourite athletes on social media to find out more about them.

Can you think of any examples of social media? True or false? Social media only publishes real news about athletes.

That's false.

Can you tell me why? Social media can also publish fake news about athletes, as people often post their opinions which are not always factually correct.

Now it's your turn to have a go at the practise to see how much you've learned from the first part of the lesson.

What I'd like you to do first is complete the table by filling in all the missing areas.

You may wish to pause this video so that you have time to complete the task.

So for the newspaper, magazines, the content that includes in the newspapers and magazines, match reports, scores, opinions, interviews, photographs, and adverts are some examples of what the content might include.

And you may have written as your example the Sunday Sport or the Daily Mail as examples of tabloid newspapers that show a lot of sport.

Television is another example of media, and the content included on television, you may have written live sport, commentary, scores, opinions, interviews, and adverts.

And some examples of television could include the BBC or Amazon Prime, but you may have got other examples also.

The radio is another media outlet.

And a radio broadcast live sport, commentary, scores, opinions, interviews, and adverts.

And an example of a radio station that shows a lot of sport or broadcasts a lots of sport is BBC 5 Live.

The internet is a media outlet that provides information about the sports, teams, and players.

And you can find that information on websites such as National Governing Body websites, or you may have put other websites as well.

The social media is another media outlet that often shares opinions and information about the sports, teams, and players.

Some social media outlets include Instagram and X, but again, you may have put some other examples too.

Well done if you've got all those correct.

You really are starting to learn a lot about the different types of media in sport.

Okay, let's move on to the second part of our lesson.

We are now going to discuss the impact that media has on everyone in sport.

There are positive impacts of the media on the performers in sport.

These positive impacts include that the media provide increased exposure and more fame to the athletes, which means the athletes feature more on these media outlets and are broadcast more, which means that more people know who they are, see them performing in their sport, and potentially increases their opportunity for more fame and more sponsorship.

By being shown in the media, athletes and performers often get sponsored, and as a result they are entitled to free clothing and equipment.

This is so that the sponsor is able to show their brand through an athlete that is being shown in the media.

This is something that we'll talk about later on when we talk about commercialisation.

But being shown more in the media gives more opportunity for athletes to get free clothing and equipment.

Because performers and athletes are being shown more in the media and have more chance of getting sponsorship deals, it means that they have less financial worries, so therefore they can spend more time training and being good at their sport and getting better than worrying about also fitting training around a job as well.

So it's important that performers get a lot of media attention so they have more opportunity to earn more sponsorship, which means that they can also increase the amount of training they do and potentially become even better at their sport.

However, there are also negative impacts of media on the performers, and these include that the performers can sometimes be tied to wearing certain clothing and kit provided by the sponsor of the event or the sponsor of the team.

This may not be comfortable or may not be what the performer wants to wear.

However, they're tied to doing it because they're being showed by the media.

Also, if the performer is sponsored, it may mean that the performer is tied in to making commercial sponsor appearances, so appearing for the sponsor at other events that aren't to do with their sport.

This could eat into their time and eat into their training schedule, which means that that could affect how they perform in their sport.

Another negative impact of the media on the performers includes that it puts a lot of pressure on the performer to win at all costs.

By being shown more in the media, more people are now watching them, and therefore the performer feels this extra pressure in order to win and to perform well.

Another negative is that it puts pressure on the performers to entertain rather than to focus on the sport performance.

We all hear lots of information about performers and athletes, but it's not always to do with their sports performance.

Sometimes it's to do with who they're dating or how they're reacting or their personality or a car they've bought, and sometimes the performance of the sport is lost in the need to entertain.

So that is a real negative for the performer, is that the actual focus on their sports ability is not always focused on.

They're also at risk of negative public scrutiny.

If they do something wrong with their sports performance or in their private lives, often the media show them in a really negative light and people view them quite negatively also.

True or false? A performer getting increased media attention is always a good thing.

It's false.

Can you tell me why? There are many negative effects of increased media attention on a performer, such as increased pressure to win and having to commit to commercial appearances that can get in the way of training.

So it's not always a positive thing for the performer to get increased media attention.

There are positive impacts of the media on the sport itself.

For example, they get increased revenue or money.

By being shown more in the media, there's more sponsorship opportunities for that sport.

Therefore, more people want to see them, more people will buy tickets, and more people want to go and watch that event, which generates more money into that sport.

There's also an interest in that sport that may rise.

A sport that's shown in the media, for example, a sport that's shown on TV, may attract more spectators to it, and therefore with more spectators, their interest in the sport may rise, not just to spectate, but to join in at grassroots level as well.

So it's important that lots of sports are shown in the media to give everyone the opportunity to learn about different sports and to have that opportunity to increase an interest in the sport as well.

Also, like I've said, attendance at competitions and matches may rise.

People are more likely to buy tickets if they're seeing their sport regularly in the media.

They'll know more information about it and they'll want to go and see their favourite performers.

It's also easy to attract sponsorship, which allows more money to go back into better facilities at the elite level, so at professional level, but also at grassroots level as well.

So by getting big sponsorship deals for a sport that's been shown a lot in the media, the sport earns more money.

By earning more money, the sport is then able to put more money back into getting more people interested in the sport, whether that's at the professional level by making the facilities better for the elite athletes or whether it's at the grassroots level of getting more coaches in the community to coach the sport so that more people are able to play that sport.

There are, however, some negative impacts of the media on the sport, and these include that the media can change the date and time of sports event to suit peak audience times.

For example, a sports event that's going to be really popular, the media would prefer it to be on a weekend when more people would have access to watch it rather than say a Tuesday morning where a lot of people might be at work.

So the media will speak to the sport in order to arrange when the fixtures or matches or events may take place.

Also, not only can the media change a date and time of the sports events, it can also change the rules to make the sport more watchable to spectators.

If the sport is more watchable and more enjoyable to spectators to watch, then more spectators are going to watch it and are going to watch that media outlet.

An example of this is 20/20 cricket.

Cricket has always been played over many days until all the batters are out and then it's swapped over.

However, with the new rules for 20/20 cricket, it's much shorter, much quicker, and the batters are trying to hit as many runs as possible in a quicker space of time because they only have 20 overs.

This makes it more exciting to watch as the batters are hitting sixes and fours and getting out more regularly.

Therefore, the media has changed the rules of that sport in order to make it more watchable and draw in more of an audience.

A final negative impact of the media on the sport is that some minority sports get very little airtime or are not shown at all.

If you think about the sports that you see on television, you'll probably say maybe four or five that you see regularly, but there are some sports out there that don't get shown at all, so therefore people or spectators don't have the opportunity to be educated or informed or know about these sports, and it's just the same sports that get the media attention, therefore, get the money to reinvest back into their sport.

Can you think of any minority sports that we don't see in the media? For example, I'm not sure other than at the Olympics I've ever seen synchronised swimming being shown in the media, or rock climbing, for example, and we don't always see sports that are inclusive in the media as well, so things like wheelchair basketball as a sport being played.

Let's have a go at to check.

Can you identify disadvantage of the media on the sport? A, it increases revenue.

B, it increases interest in the sport.

C, commercial appearances affect the training schedule.

Or D, it can change the rules.

Yes, well done.

A disadvantage of media on the sport is that it can change the rules to make it more watchable or more interesting for the spectators to watch, rather than thinking about the performance and how the sport has been played.

Obviously increases revenue and increases interest in sport are positive effects of the media.

And the commercial appearances that affect the training schedule are the negative effects of the media on the performer, not on the sport.

So an official is someone who enforces the rules and makes decisions to ensure fair play in a game or competition.

Can you think of any examples of officials? You might have said a referee, a scorer, a line judge, an umpire.

So there are positive impacts of the media on the officials.

Firstly, it increases the officials' exposure, which means that they become more famous and have higher wages, something that without the media they may not get paid as much.

By showing the officials doing their jobs correctly, it really highlights the importance of the roles in sport and how important it is that we have them at all levels.

However, there are negative impacts of the media on officials, and these include that often officials can be under negative public scrutiny.

It can be hard to be an official and to make the correct decision all the time, and often when they make a decision, some people will not agree with that decision, and therefore they can be put under negative public scrutiny by the public.

There's lots of pressure to always make the correct decision, and this can be difficult, particularly with a large audience watching.

Have you ever watched an official make a bad decision? How did it make you feel? Let's have a go at the check.

Can you identify one reason why increased media coverage may have a negative impact on an official? You may have said that it increases negative public scrutiny of that official, but there's also lots of pressure for the official to always make the correct decision.

There's positive impacts of the media on spectators.

These include that spectators become better educated about the sport, they benefit from replay and different camera angles and statistics, they learn the rules and regulations of the sport, and they understand how a sport is played, which means they can be more likely to play them themselves because they've seen a sport in the media.

This increases the awareness of the sport, which, like I've said, is more likely to increase the chance that they go out and play the sport themselves.

Also, all sports can be accessed globally thanks to the media.

So even if a sport is not played locally where that spectator lives, they're able to access it and watch it still because of the power of the media broadcasting it and lots of channels showing it.

There are however some negative impacts of the media on the spectators, and these include that the dates and times of fixtures and matches can be changed, and these can be changed to suit the media company or the sponsor, which can be frustrating for the spectator.

The season changes.

So traditionally, often sports have seasons and the spectators may suit their calendar around new seasons.

However, with fixtures changing to suit the media and to suit the sponsors, this all changes.

The media is fantastic at showing sports to a range of people so that people are able to see and understand sport.

However, it can also lead spectators to be more likely to watch the sport than play themselves because it's easier for them to watch.

And if matches and fixtures and competitions are always shown at peak times, such as at the weekend, then spectators feel under more pressure to watch those events than to actually go out and play in their spare time.

There are also positive impacts of the media on the sponsors.

For example, it increases the sponsor's publicity.

If a brand or company sponsors a team or a performer or a sports event, then the logo or the product are often advertised at that sports event themselves, which means that more people, particularly if there's thousands of fans watching that event, are able to see that brand and company and therefore more likely to go and use that brand or company or find out information about it.

As a result of more spectators seeing that brand company or logo, it will hopefully increase the revenue in sales of that brand or company, and therefore the advertising has worked its job.

One of the negative impacts of the media on the sponsors includes that the value of sport can be lost.

By focusing too much on the media showing the sponsor's brand or logo, it can mean that the value of the sport and the fair play, the teamwork, and the actual competition itself is lost because the focus is too much on the advertisements.

Also, if negative events happen with that sport or athletes, for example, if an athlete was caught taking performance enhancing drugs, it may impact the reputation of the sponsor and negatively affect the sales or brand.

For example, if a company was sponsoring an athlete that had been found to be taking performance enhancing drugs and was a cheater, then people may think that that brand or that company condone cheating and condone taking performance enhancing drugs, which may mean that people would choose not to buy those kind of products from that company, which could really damage that company's reputation and affect their sales.

Let's have a go to check.

Can you complete the sentence below by filling in the missing words? Increasing the awareness of sport globally is a.

What type of impact of media for the.

Well done if you put increasing the awareness of sport globally is a positive impact of media for the spectators.

Okay, now it's your turn to have a practise.

The first part of task B that I'd like you to do is to identify three different groups that may be impacted by the media in sport.

We've talked about a few today, so let's see if you can remember them.

The second part of the task is for you to discuss the impact of the media on the sport.

You may wish to pause this slide now so you have time to write down your answers.

Best of luck.

For task one, you may have said any of the following.

Performers, the sport, officials, spectator, or the sponsor.

They're all different groups of people that may be impacted by media in sport.

For the second task, you were asked to discuss the impact of the media on the sport.

You might have said that the media has had a positive impact on sport by making it more popular and helping sports earn more money.

TV deals and online coverage bring in money, which clubs use to improve facilities and support young talent.

With more spectators around the world able to follow their favourite teams and athletes, sport has gained more fans, which leads to bigger crowds at games and more companies wanting to sponsor teams. However, there are also some negative impacts to media influence.

Games and events are often moved to different days or times to fit TV schedules, which can be aligned for spectators and performers.

Also, more people are watching sports instead of playing it themselves.

Smaller sports don't get much media attention, which can make it harder for those sports to grow.

Well done if you talked about the positives and the negatives of the impact of the media on sport.

That just leaves us to summarise the lesson.

There are many different types of media.

These include the press, known as newspapers and magazines, television, radio, internet, and social media.

The influence of the media in the sport has both positive and negative effects for the performer, sport, officials, spectators, and sponsors.

On the positive side, it feeds visibility, popularity, and revenue, creating growth opportunities.

However, it also heightens pressure on performers, officials, and sponsors, and it changes the format of sport while allowing for public scrutiny.

It's been great to be your teacher today.

Well done with all your learning, and I look forward to seeing you next time.