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S204 Sociology of Sports, Health and Leisure
P01 Introduction to Sociology
Sociology is
-

The study of social life (i
...
, all forms of interaction and relationships)
Looking beyond the obvious (multiple realities)
The examination of social life in context
A study which enables individuals to understand the connections between their lives and the
larger social world

Simply, sociology is the systematic study of social behaviour and human groups
...
e
...

2
...

4
...

- Different teams having different
cultures (e
...
Cheers, New
Zealand 'Hakka')
...
g
...

From Bend it like Beckham
Identity
- Indian
- Punjabis
- Jessie and her whole family and
relative (David Beckham’s fans)
- Respect and follow their culture strictly
- Men wearing Sindhi turban with beard
- Punjabi woman in salwar suit style
-

Irish
Joe (Jessie’s coach)
Has soccer background
Very open

British
-

Jules
(Jessie’s partner)
British girl with short blond hair
She is from United Kingdom

Jess
She wants to be a football superstar just like Beckham
...
Unsure of her sense of identity
Jules
Stands strong as she knows she is meant for football
Has a strong sense of identity
...
g
...

- Promote its policies (e
...
'clean n Green' campaign, 'Friends of Singa')
...
g
...
*Confused with what the whites
were saying
...
(Make up)
Cultural
- Asians behave differently compared to Caucasians (e
...
Caucasians will celebrate their
success by having a drinking party, whereas Asians will usually celebrate their success by
having prayers)
From Bend it like Beckham
A family following their own cultural customs
...
It shows Indians are only allow to marry
their own race which is their marriage cultural
...
g
...

- “Girls making aloo Gobi (Indian cuisines) and not play sports” Jess’s mother
...

- “(Discriminating girls playing in advanced field of the competitive sport)” Jess initial group of
friends in the movie
- “No boy is going to go out` with a girl with bigger muscles than him” Jules mother
Race & Religion
- Certain race are associated with certain sports (e
...
Chinese are associated with Table Tennis
and Malays are associated with Soccer)
- Some religions are associated with certain sports (e
...
Shinto religion is associated with
Sumo Wrestling)
From Bend it like Beckham
- Prejudice towards specific races (not the common few) playing the sport
- “Never seen an Indian girl in football”
- (Jules’ mother) “An Indian?” Quite labelling- may be offending
...

Not following the 'normal path' of their environment
...

- (Made an impact on Jess’s sister marriage arrangements)
- Babuji (for blessings)
Special Populations
- People with disabilities have different needs (e
...
Wheelchair bound individuals will need
ramps to move around, whereas for individuals who have trouble hearing, they will need
more audible devices to move around)

S204 Sociology of Sports, Health and Leisure
P02 Major Theories of Sociology
What are theories?
- Theories help us make sense of a situation or problem
- They have practical implications because they help us make choices
...

- Theoretical perspectives also drive policies that are made by governments
...
g
...

Functionalist Perspective
Functionality - Society is a system of interconnected parts that work together in harmony to
maintain a state of balance and social equilibrium for the whole
Society is seen as a number of interrelated parts that work together and share a common value
...
g
...

Nature
- Social order is maintained by the smooth functioning of
those who make up society
- Tends to maintain the status quo
Society is like a human body and members of society like different
organs in a body
...

Social Imperatives – Societies needs that need to be satisfied
...

- Dysfunctional for one group may be functional for another e
...
use of artificial turf
- Focus is on “power” and “conflict”
o Conflict is defined as the competition over a same goal
o Marx saw the social conflict as the relentless struggle between social classes over
property and production
o Dahrendorf focused on the unequal distribution as the source of conflict
...
Sport must be examined within the material conditions in a capitalistic society
2
...
Professional sport is alienating
4
...

- In addition to tourists, participants and people who watch YOG will spend money in
Singapore during their stay here
...

- Locals can also earn more money as the human flow in Singapore during this period will be
tremendous
...

- Locals can be proud of Singapore too as it is a big event in the world and Singapore proved
that it can host this event well
...

Conflict theorist
- When Singapore athletes win medals, the Singapore government will be happy and proud
...
However for locals, they may not benefit
...
Trains, buses and other vehicles may
become more crowded
- Demand for food will increase and food courts may also be more crowded
...

Interactionist
- The interactionist will have multiple views
- There can be few possibilities; some may think that it is beneficial for the country because
the chance to host YOG, which is shown in many countries overseas, is very rare
...

- Some may also think that it is just a normal event held in their country as it does not have
any impact on the individual’s daily life/routine
...

One FC event
Functionalist
- Organizers/sponsor (e
...
Berocca, One FC etc
...
)
- Media (Social media, News) (online, newspaper, TV, etc
...
It was previously a male dominated sport and a
large majority of the spectators would only watch the males compete
Potential Conflict: Females would be shunned on as they aren’t doing a feminine sport
...

- Cable TV - the upper social class can afford to watch the entire world cup on the comfort of
their home
...

- Those who are not a fan will watch for the sake of entertainment and stands in the middle of
the two teams
- Guys will discuss about the World Cup most of times
- Most ladies would not be interested with World cup
- Media be it news or newspaper will talk about it
- Football fanatics will root for their favourite team and follows up throughout the
competition
...
” (Houlihanq, 2003)
...
g
...

Changes in Football

Other Changes in Football

Back to the problem
Sumo and Japanese Culture
- Shinto practices and traditions
- Hierarchal (Tate-shakai)
- Chauvinistic
- Politeness and Respect (Rei)

Sumo Wrestling Rituals
- Blessing of the Dohyo
- Clapping of hands
- Drinking water and throwing salt
- Exposing hands and feet
- Entrance of Rikishis
- Celebrating victories
Comparison for WWE
Analysis:

Using the sociology theories
-

-

-

Functionalists’ Perspective
o Good entertainment, brings up spectatorship
...

Interactionists’ Perspective
o Traditional Japanese will feel ridiculed by the new format
o New-age Japanese will see it as a new way to play this traditional sport
...
This is because it helps to promote the sport of Sumo wrestling in
Singapore and Marina Bay Sands (MBS) being the ‘centre’ of tourism, will generate a lot of profits
which will contribute to the country’s tourism receipt
...

What do Conflict theorist think about transformation in Sports?
In the perspective of a Conflict Theorist, I would say that the adaptation of Sumo wrestling to WWE
style will not benefit all parties
...
Secondly, I can see that the Marina Bay Sands (MBS) wants to use the Sumo wrestlers
(rikishi) and the sport of Sumo wrestling as a tool to generate income for the company but the
profits may not be shared to the Sumo wrestlers equally
...

What do Interactionist theorist think about transformation in Sports?
In the perspective of a Symbolic Interactionist, I would say that the adaptation of Sumo wrestling to
WWE style may or may not benefit the Sumo wrestlers and the sport
...
This will
affect the Sumo wrestlers directly because since the winner of the match is pre-determined and the
moves are choreographed, they will not find any meaning to compete in the new adapted
competition format
...
But on the other hand, the younger
generation will see this adapted Sumo wrestling format as a new way to play this sport where it
keeps itself updated to modernization
...
Its use emphasizes “important” social phenomenon;
relationships of “strategic structural significance
...

From a sociologist’s standpoint
- From a sociologist’s standpoint
Five Basic Areas

Why
are
social
institut
ion
formed
?
An
organic
model
of society is often used to explain its needs and its ability to flourish (to do well)
According to a functionalists, societies have 5 general needs:
1
...

Tension management
3
...

Goal attainment
5
...

Education

-

Societies with higher literacy levels tend to have higher sport participation and tend to have
a more established sport culture
Higher education may encourage a person to embrace sports not popular in his/her own
country of origin

Religion
- Religion can discourage people from certain sports

Interdependency of Social institutions

Why is sports considered a social institution?
Sports is a social process, refers to procedures becoming:
- Organised
- Systematised

-

Stabilised

The institution of sport is therefore referring to the intricate system of social relationships or a
network of statuses and roles (e
...
athlete, coach, manager, athletic director, and cheerleader) that
embody ultimate values people hold in common and satisfy certain societal needs
...

Early influence by family were replaced later by peers, coaches and teachers
...

Different social institutions affect sports participation in a variety of ways, often being
interdependent on each other

How Social norms are formed

How Social norms are broken

PPT examples
Social institutions
Dwayne Johnson

Family
Peter Mavia- grandfather (Socializing agent)
Lia Mavia - Polynesian Pacific Pro Wrestling grandmother
Rocky Johnson- Father (socialization into sports)
Roman Reigns - Active WWE Wrestler
Economic
There is a lot of money put in WWE thus he could earn a lot of money while he was in it
...
Helping kick start his career and motivating him to
keep moving forward
Friends
Good friends with Arnold Schwarzenegger
Bruce Willis took him under his care and serve as his mentor in the early stages of his acting career
...
Being world champion wasn't important
to me
...
’
Functionalist
With all the good publicity from the media, more companies pay him for commercials thus boosting
the economy for him
Conflict
He has higher biases to his advantage (family), he is able to easily venture into the business in
comparison to others
...
6 million GBP

and preferred around the world

Education
St
...

(Plato & Socrates)
Provide opportunities to control the social environment of children in developed societies
...

Keep them off the streets, and out of trouble

And its relation to perspectives of sport
-

Functionalist: Supports the original and modern purposes of youth involvement in sport with
adult supervision to achieve the intended objectives
...
e
...


-

Interactionist: Supports the notion that athletes should be involved in the running and
management of the sporting teams/ organizations that they may be part of
...
g
...
)
Rules are modified to suit the ability of the players

-

Rules are established to protect the safety of each child, ensure fairness of playing time &
control the length of games
Primarily concern teaching kids ; skills of the game, rules of the game, proper playing of
positions, importance of following adult directions, strategy, & training methods
Adult coaches/parents set the tone & level of competitiveness, arbitrate rules infractions,
and determine who plays where & when, offer encouragement or disapproval
...
e
...
g
...
(i
...
Positive Coaching
Alliance)
Possible causes of youth dropouts in sports
1) Overemphasis on winning as the objective- resulting increase in pressure to win & achieve
2) Stress on high performance (longer practice hours, longer period of that activity, and
specialisation in one sport at an early age)
3) Expenses of participation, equipment coaching, sports academies etc
...
g
...
Ultimately, conforming and learn the structure in a
sport
...
g
...
)
Adult-organized
Performance and winning is important
...


Interactionist perspective
Athlete-organised
Supports the notion (idea) that athletes should be involved in the
running and management of the sporting teams/organizations
that they may be a part of
...


Advantages and disadvantages of athlete-organized sport and adult organized sport
...

Rules might not be adhered to
...


Players comes and go, lopsided scores
develop, bad feelings arise, players are
forced to be creative and flexible if the game
is to go on
...


This sports inherent dangers in the sports
...


Disadvantages of Adult-Organized sport
Physical development proceed at different
rates, children that are not ready to perform
precise skills will feel frustrated and lack of
confidence can cause to kid to lose interest
in the sport
...
Athlete can gain
more from the sports
...


When parents are involved in the game,
they will get a better picture of the
experience and be prepared to counsel their
child when problem arise
...


If your team considers any of these situations something that should be of concern, articulate how
one would try to curb some of the issues which are taking place in the current youth sports scene
...
Have coaches ensure the parents that measures would be taken to ensure the success of their
kids and that no interference would be needed/tolerated from parents during competition - e
...

giving your kid an illegal object/advantage
...


S204 Sociology of Sports, Health and Leisure
P06 Ageing in the Modern World

What is ageing?
Dictionary definition
Aging is traditionally regarded as the process of growing old or developing the appearance and
characteristics of old age
...

What are the Theories of Ageing?
-

Disengagement Theory – views ageing as a process of gradual withdrawal between society
and the older adult
...

Continuity Theory – The continuity theory of ageing relates that personality, values, morals,
preferences, role activity, and basic patterns of behaviour are consistent throughout the life
span, regardless of the life changes one encounters
...
It involves stereotypical assumptions about a person's or groups’ physical or
mental capacities and is often associated with derogatory language
...
Organizations such as the Grey Panthers have emerged in the United States to
combat discrimination against the elderly and to fight for their rights
What are the effects of an ageing population?
-

Reduction in the size of the workforce
Increase in the dependency ratio (i
...
more people depending on those people who are
working)
Increase in healthcare expenses
Effect on economic production
Change in social dynamics (social tensions, abandonment, loneliness among old people,
etc
...

Why Health Rationing?
o Reduce burden on the country for ever increasing health care payment due to
ageing population
...


Advantages of Healthcare rationing
-

Bring about the greatest good for the greatest number of people
Costs incurred to prolong the life of one elderly person might be more productively used for
more younger persons whose can be treated more economically
The society benefits from increase in economic productivity that results when medical
resources are diverted from the elderly
The society benefits from increase in economic productivity that results when medical
resources are diverted from the elderly
Equality: everyone grows olds – so we are not actually withholding treatment from the
elderly now we will be doing the same to the young when they are old (equal treatment)

Disadvantages of healthcare rationing
-

Anxiety and fear for youths as they approach old age (and the elderly not wishing to die will
feel abandoned by the society)
If there were financial savings to be made to ration care by age, there would be no
guarantee that the savings would be channelled to the young
There are many other ways in which we can free out more funds for healthcare (e
...
reduce
military spending)
Moral considerations (justice and human rights)
Age-based rationing in essence can be also used for other aspects of life (e
...
education – we
don’t claim it is unjust to spend more money on child education)
Failing to respect the fundamental dignity of people
Everyone has a fundamental right to medical care (regardless of race, religion, gender,
socioeconomic class etc
...

Taxes may also increase as a result, to cover the costs
Family – Families will have more old people, and need to feed more mouths but lesser people can
work
...

Healthcare needs - There will be an increase in health care needs as there are more old people that
need to be cared for, due to poor health
...

Transportation - Transportation would be more crowded and congested, more reserved seats in
order to cope with the elderly, more handicapped spaces for wheelchairs or walking aids, more lifts
would have to be built in MRT stations

The three theories of aging
Theory

Summary/Explanation

Disengagement Theory

Older adults systematically disengage himself from their
previous social role as they realise they are not able to live
longer
...

It helps the elderly to replace their lost life role after
retirement
...


Continuity Theory

Older adults will maintain the same activities, behaviours
and personality traits, similar to when they were in their
youth
...


What is healthcare rationing?
Equitable (equal) allocation of available health resources
It refers to the mechanisms that are used to allocate healthcare resources
...
It teaches people how to only use the medical
care that is available for them only when they need it
...

For self-rationing, we as individual have to limit ourselves
...
Not Only do individuals save money, they
also save time as they avoid making appointment with the doctor
For health insurance, the insurance companies ration care, it’s a money saving measure in part of
the greater good but to also preserve profits or raise salaries or other reasons that their customers
disdain
...
Health insurers will only pay for individuals who visit the doctor that they have negotiated
the lowest fees with
Give examples on what the Singapore government is doing in relation to healthcare rationing
For government, the difference between government and health insurers is that there is no profit
motive
One example from Singapore is Medi-save
...
Doctor’s
fees, surgical operations including the use of operating theatres and in patient charges for medical
treatment
...
5% (depending on age group)
...

Opportunity to cover past medical concerns with guaranteed issuance and option to pay premiums
using CPF medi-save
...
It operates with co-payment
features such as co-insurance and deductible where patients share part of the responsibility for his
medical expenses
...


Co-insurance - it is percentage of the bill one needs to pay on the portion of the bill above the
deductible
...
g
...
Medi-shield will
pay between 80%- 90% of the claim amount that exceeds the deductible
...
This deductible will help to sieve out small claims, which can be paid using
medi-save or cash
...
g
...
For class B2 and above wards, the applicable deductible would be 2000
...

Elder-Shield is an affordable severe disability insurance scheme which provides basic financial
protection to those who need long-term care, especially during old age
...

Community Health assist scheme (CHAS) is a scheme by the MOH that enables Singapore citizens
from lower- and- middle income household to receive subsidies for medical and dental care at
participating General Practitioners (GPs) and dental clinics near their homes
What are the most important factors of ageing successfully?
-

Being cared for by their children
Being self-sufficient and having a social life

What is preventing Singaporeans from attending health screenings?
-

Family, work commitment
Lack of income or lack of desire
Denial (Afraid to learn of results)
Life and death and all predestined
Fear
Finding time to go for check-up

S204 Sociology of Sports, Health and Leisure
Problem 7: Mental and Psychological Health
Mental illness:
Definitions differ over time and across cultures
...

- Condition that impacts a persons’ thinking, feeling or mood may affect and his/her ability to
relate to others and function on a daily basis
Mental health:
Mental health is a state of well-being in which an individual realizes his or her own abilities, can cope
with the normal stresses of life, can work productively and is able to make a contribution to his or
her community
...
(W
...
O
...


Factors affecting the social construction sickness?

Personality

A dynamic and organized set of characteristics possessed by a person
that uniquely influences their environment, cognitions, emotions,
motivations, and behavioral science in various situations
...
g
...

Stigmatisation: a physical or social trait, such as a disability (physical or psychological) or a criminal
record, that results in negative social reactions such as discrimination and social exclusion
...
E
...
, mental hospitals, military, prisons
Mortification of the self – the process through which one's self-image is damaged and replaced by a
personality adapted to institutional life
...

Deinstitutionalization – a trend in mental health treatment whereby individuals are admitted for
short periods of time rather than undergoing lifetime hospitalization
...
”
Social stratification

Social Stratification defined by Coakley as “structured forms of economic inequalities that are part of
the organization of everyday social life”
Social status can either be earned or inherited
...

Inherited – Social status determined by birth or ascribed
Social Stratification is institutionalized inequality
Democratization?
Democratization is opening up of same thing to people from different social class, for example
having public pools, tennis court, basketball court and soccer court etc
...


What is egalitarianism and meritocracy? How do they relate to sports programs?
Egalitarianism implies that everyone is welcome, it emphasize on maximizing the number of
participant to join the sport instead of making champions
...
They are competing for positions and
rewards while moving to higher level of competition
...
Anyone can get into a sport, but there can only
be a few winner which is the best of the best in the sports
...
A person who shows that despite the social class he came from, he has become one
of the legends and elite of the sport in his time
...
A mother who works as a cleaner and a father
whos income is not stable , Ali is categorized in the lower or the lower-end of the middle social

class
...
Also, Ali is known to be one that puts his maximum effort in obtaining his desired
results despite the hard trainings that he has to go through
...
However, to push through hard anad
exhausting trainings , it goes to show that that person has maximum desire to do well so be able to
have social mobility to have a better life
...

With all that being said, this shows that there is meritocracy despite the social class one belongs to
...
Putting aside how the money is obtained and assuming the money is based on their own terms and
effort, there is meritocracy in the assigning of the type of seats
...

In terms of spectatorship however, it can be divided into financial resources and time resource
...
For financial
resources, despite Ali not having enough funds to have fancy gyms or good resources (high-class
coaches and equipments), he still can obtain success due to the effort he places in during trainings
...
This goes to show that the success
one obtains is based on their effort and the time placed in his trainings
...

In view of the functionalist theory, Ali has garnered a lot attention from around the world due to his
style of boxing which was no orthodox to a lot of methods
...
Also , his
correct predictions of his win against his opponent with the accompaniment of taunts towards his
opponents, had cause a lot of attention in the world of boxing alone
...
As an athlete alone , despite his social
class that he came from as a child, he his effort in his job(boxing), he is income is able to contribute
to economy
...
Hence, there
is meritocracy in the sport despite his social class
...
Also, as person who becomes a role model to future boxers despite the conflicts of
races(African-Americans and the Caucasians)
...

Viewing from the interactionist theory, there are different perspectives of Ali’s effort for his win
...
However, there are other
views whereby people said that his methods of taunting his opponents has psychological effects on
the mentality(discouraging and cause weary) of his opponents that caused the opponent to not
perform as well despite having the skills
...

Viewing from the conflict theory, there are a lot of people who might say Ali’s win are all fixed-match
due to the political/campaign benefits
...
If Ali won the matches, this created more supporters for
their activities such as those with Martin Luther King( Vietnam-war and injustice of the people)
...


At that point , Ali was already getting a generous amount of fame and money
...
With money in hand, he might be able to use
that money to obtain success for his consecutive fights for his own purposes and benefits
...

Words: 985

S204 Sociology of Sports, Health and Leisure
Problem 9 Race and Ethnicity in Sport
Race is defined as a category of people regarded as socially distinct because they share genetically
transmitted traits believed to be important by people with power and influence in a society
...
(Grant,
2006)
...
(Coakley, 2006)
Understanding the concepts of race and ethnicity
Race and ethnicity are not the same and should not be used interchangeably
...

American Anthropological Association declared in 1994 that “differentiating species into biologically
defined ‘races’ has proven meaningless and unscientific
Race and the Human Genome Project (2002)
Humane Genome Project – 13 year project to map the location
and function of all human genes
...

99
...

Race is a “social” and not “biological” construct … but still very
real!
Challenges that are related to racial and ethnic relations?
Examples?
1
...

2
...

3
...

Mainly developed in 1700s by white Europeans exploring and colonizing territories
...
Not white = primitive, abnormal, deviant
...
Coloured people were driven by brawn, instincts and impulse
...
Blacks were Pagans

Racial Ideology in Sport today
1
...

2
...
Sports ticket to better life
Examples:
People always had a stereotype that African Americans are genetically good at sprinting events
hence when an Asian came in and won a gold medal, their reaction was surprise
...
During the 2012 Olympics 10,000m finals, Ralen Rupp from the USA finished the race
2nd, and everyone was shocked just because a white guy finished top 3 in the Olympics
...
After the 2012 Olympics, everyone change the perception of only black guys will
win medals in long distance running as only hard work will make one become a champion, but not
the country you are from or the colour you are born with
...
g
...
Great effort needed to make true racial and ethnic
diversity in sports a reality not only in terms of the players but also coaches and management
...
“Stacking” - disproportionate concentration of ethnic minorities in one position
...
Over-representation or under-representation by ethnic minorities, based on percentage of
overall population
...

Positive and negative deviance
Understand the reasons why positive defiance is related to sport
...
Hence, it is known as “proper”
behaviour from people of the culture/country
...

What is Deviance?
- Deviance is any thought, action or feeling that runs contrary to social standards or
expectation
- Behaviours that are not within norms of society
- Focus is usually on the negative impact of deviance e
...
cheating, criminality, drug
abuse, sexual immorality, gambling, etc
...
g
...
g
...
g
...

- Inconsistencies in rules (Ice Hockey)
- Suspended for elbowing
- Tacitly condone bare-knuckle fighting by levying only 5-min penalties against players who
drop their gloves
Controlling Deviance in Sport - A Multi-prong approach
●
●
●
●
●
●
●

Critically examine the hypocrisy among elite athletes and their management
Creating clear rules
Bar injured players from games
Establish educational programmes for young athletes
Enforce code of ethics
Conduct drug and health education for sport professionals
Identify and encourage deviance that promote the right values

Deviant behaviour is regarded differently by different people

Is Deviance necessarily bad for society? State your reasons
...
Deviance can be positive or negative
...
It can be positive when the person over-conforms
...
Positive
deviance can be good for the society because it pushes athletes to be better
...


S204 Sociology of Sports, Health and Leisure
P11 Violence in Sport
Nature of Violence
- Instinctive Aggression
- All human beings possess the aggressive trait
-

Frustration/Aggression
- A person responds aggressively following a frustrating experience

-

Learned Behaviour
- Violent social behaviour is an outcome of socialisation through either reinforcement
or modelling

Causal Explanation of Violence
Kinds of Violence in Sport
1
...
g
...

2
...

e
...
: tripping in Soccer or fighting in Hockey

3
...

e
...
: Bench clearing in baseball or flagrant fouls that endanger the player in basketball
4
...

e
...
: Biting the ear in boxing and assaulting a fan in soccer
...

The changes in a culture of violence should start when they are young (socialization through
sports)
...
The action of the sport itself
...
The crowd dynamics and the situation in which the spectators watch the event
...
The historical, social, economic and political contexts in which the event is planned and
played
...

 Excluded from golf clubs
 Excluded from certain sports (e
...
marathon till 1984)
 Seeing some recent improvements but still not equal
What is sexploitation?
Commercial exploitation of sex or sexual attractiveness
...

There has been criticism/resistance of TITLE IX since it was implemented
...

Critics claim that TITLE IX is affecting men’s performance in sports negatively
...
This is called reverse discrimination whereby men have been cut into to give
chances to women
...
They saw it as a radical, subversive and destructive concept as it would mean that they

would have to ‘share’ which could result in them losing their control over sport resources and
policies
...


S204 Sociology of Sports, Health and Leisure
P13 Commercialization and Media in Sport
Sport Product
The contemporary concept of a ‘Sports Product’
“… a good, a service, or any combination of the two that is designed to provide benefits to a sports

spectator, participant, or sponsor
...
g
...
g
...
the game itself)
2) Changes to the PERIPHERAL product (recommended)
3) Sports brand sponsorship
➔ Direct market expansion
4) Commercial brand sponsorship
Market penetration
Market association
Commercialization of Sport
Disadvantages
● Sports being watered down in its original essence
● Original meanings, traditions and culture of a sport threatened
● Limited power in decision making, power struggle and tensions

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●

Sporting organizations / events forced to align their values with their corporate partners /
sponsors
Distraction and stress to athletes in fulfilling obligations to sponsors

Advantages
● Essential funding alternative for sporting organization and events
● Alternative revenue source for athletes
● Increase media exposure of a sport and its athletes, , thus gaining popularity and increase
participation
● Potentially bringing health and leisure benefits for participants who will then be able to
involve in more sports
● Development opportunities for both the sport and its athletes

Guidelines for responding to change due to Commercialization in Sports
●
●
●
●
●

Positive economic consequences for sustainability
Not be made on the basis of implications for the media
Traditions concerns
Be aware of emergence of competition
Changes will not overcome poor quality of play

What is Media
Main types of Media:
• Print (eg
...
TV, SMS, non-interactive website, video games)
• New Media (many-to-many eg
...

6) A medium relaying specific information to its target audience
...
advertising
...

Objectives (3) and (4) can also be achieved according to how the media manipulates images, and
‘scripts’ the production to its audiences
...
(Give specific examples to back
up your answers
...
Some examples, categorized under spectator sports from the three categories of
sports product would be tickets sold to spectators to watch the games played
...
Apart from having live audience, viewers could watch it at home by
purchasing that channel on their set-up boxes
...
These athletes
have low power
...




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