Mass media and sports

Mass media and sports have become increasingly entwined in modernity, now forming what can be called the media sports cultural complex. While television, the most powerful contemporary medium, has made sports increasingly accessible to audiences, there is scholarly concern that is now dominates and even degrades sports. Political economic analysis has, therefore, been an influential approach in this scholarly field, but it is also important to engage with the dimensions of sports that recognize how it works in diverse ways as culture. Therefore, analysis of media sports meanings, ideologies, and uses is important in an increasingly globalized and digitized environment.