Final Four Media Coverage

In: Social Issues

Submitted By burnsr28
Words 4713
Pages 19
Every spring avid sports fans look forward to the biggest college basketball tournament of the year, most commonly known as March Madness. This competition consists of both men’s and women’s NCAA basketball teams who compete in hopes of making it to the respected and heavily televised Final Four. The Final Four is the last game for each remaining team before the National Championship game, where the two deserving teams are matched up against each other. This series of competition creates a rich supply of content for sports media networks to influence viewer’s values and attitudes. Networks have become increasingly knowledgeable and schematic in using sport entertainment as a way to promote their ideologies, values, commercialization and interpretations of sport. Studies have found that people turn to sports in the media for entertainment. The different forms of media are evolving and moving in a more prevalent direction than they have been in the past. With the explosive growth of internet users in the past decade, media companies have created a domain where they can input their interpretations of sporting events and coverage. These domains have become dominated by the 18-34-year-old demographic (Kian, Mondello & Vincent 2009) who use websites such as ESPN, the most widely used website for obtaining sports related news (Lefton, 2006 as cited in Battenfield, Redmond & Ridinger 2014), and Sports Illustrated to read about upcoming games, watch live coverage, or get the low down on games that have already happened. These online sport websites are visited more frequently by males (62%) than females (38%) (Loechner, 2005 as cited in Battenfield et al. 2014) but that gap is slowly dwindling. Opportunities for women to participate in sports has increased dramatically since the enactment of Title IX in 1972, with the number of female participants in college sports at…...

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