The Sports-Media Complex<br />Gender Issues<br />Sociocultural Issues<br />
When the cooperation between sport, the media and the sponsors develops into a symbiotic relationship it is defined as ‘the sport/media complex’.25 This so-called complex shows a shared commercial interest in sports participants, sports organizations, sponsors and the mass media.<br />(Skogvang, 2009)<br />Sports-Media Complex<br />
In the new football world the field of football, the field of business and the field of media are closely linked to each other<br />These links are very important for deciding who gets the money, who gets the attention in the media and elsewhere in the social space, and who gets the power within the football field<br />(Skogvang, 2009)<br />Sports-Media Complex<br />
In this paper we set forth to outline, discuss, and illustrate how such frameworks can be used to guide methodological analysis by focusing on one specific case study of the media-advertising-sports complex. In 1999, adidas-Salomon (adidas) released a television commercial in the inaugural year of their sponsorship of the All Blacks, New Zealand’s iconic sporting team (Hope, 2002). The commercial, entitled Black, articulated the adidas brand with Ma’ori imagery intertwined with images from an international rugby match constructed around the commercial’s focal point: the All Blacks traditional pre-match performance of the Ka Mate haka.1 Although the commercial was produced by advertising agency Saatchi & Saatchi, Wellington, and ran in New Zealand, it was primarily designed to reach a global audience. Black subsequently aired in more than 70 countries worldwide, ran in numerous cinemas (including more than 500 in the United Kingdom), and was widely awarded within the advertising industry. Locally, however, the key commercial players, adidas, Saatchi & Saatchi, Wellington, and the New Zealand Rugby Union (NZRU) were criticized by a range of interest groups for their (mis)appropriation and commodification of Ma’ori culture in relation to an array of intellectual property issues pertaining to debates over who owns the Ka Mate haka. Thus, despite investing an enormous amount of time and energy in the details and processes of production, including consultation with some Ma’ori over the use of indigenous cultural imagery, the producers quickly discovered that there were no guarantees with respect to how the commercial’s representations were decoded and articulated to real social practices, lived realities, and local power relations.<br />(Jackson, et al., 2008)<br />
Do you think ADIDAS was being culturally insensitive in promoting this ad?<br />The article states that “there were no guarantees with respect to how the commercial’s representations were decoded and articulated to real social practices, lived realities, and local power relations”. What does this mean? <br />Questions<br />
Use the computers/laptops to find a scholarly article that addresses gender inequities in sport.<br />List a few major points that you will present to the class before class is over. <br />What gender inequities exist in Australian Sport<br />Local level?<br />National level?<br />In-Class Research Task<br />
Jackson, S. J. & Scherer, J. (2008). Cultural Studies and the Circuit of Culture: Advertising, Promotional Culture and the New Zealand All Blacks. Cultural Studies – Critical Methodologies. Vol. 8 (4). P. 507-526. <br />Skogvang, B. O. (2009). The Sport/Media complex in Norwegian Football. Soccer Society. Vol.10(3). P. 438-458. <br />References<br />
Theory: Sociocultural Issues continued<br />Prac: Butterfly!<br />Looking forward to next lesson:<br />
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