ROLES OF MEDIA IN SPORT DEVELOPMENT
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ROLES OF MEDIA IN SPORT DEVELOPMENT
Chapter two.
REVIEW OF RELATED LITERATURE.
2.1 Conceptual Framework: Sports.
Sports are recognised as one of the world’s most effective communication vehicles due to their near universal appeal, convening power, and numerous associations.
Ihediwe (1997) described sports as highly formalised and organised physical activity of high intensity, governed by approved rules and regulations, and requiring maximal physical and mental strain.
Hornby (2001) described sports as an outdoor or indoor game, competition, or activity governed by rules and requiring physical effort and ability. Ugwueze (2005) defined sports as all organised physical or mental activities with rules and regulations that take place indoors or outdoors, whether amateur or professional, and require physical or mental exertion.
Douglass (2008) saw sports as an organised competitive, enjoyable, and skillful activity that requires commitment, strategy, and fair play, with a winner determined by objective means.
Sport has gained global recognition as a potential tool for national and economic development. According to Awosika (2003), sports are both a unifying element in Nigeria and a vital component of nation building.
Nations around the world thus strive to use the potentials of sports to improve the achievement of their unique development goals. In this study, sports are defined as an individual or group activity done for exercise or pleasure, which frequently involves the testing of physical ability and takes the shape of a competitive game.
2.2 Sport Development.
Sports development is a well-organized training schedule or plan for sports. The Federal Republic of Nigeria Sports Development Policy (1989) defined sports development as the process of continuous improvement of sport structure, institutions, and programmes in order to create a societal environment conducive to physical fitness for all, as well as effective functioning and self-actualisation.
The 1989 policy divides sports development into the following categories: international sports, indigenous sports, stadium management, federation sports, and institutional sports.
Collins (1995) described sports development as the processes by which effective opportunities, methods, systems, and structures are established to enable and encourage individuals from all or specific groups or areas to participate in sports and recreation or enhance their performance to whatever degree they wish.
It is also a process of establishing pyramidal sports development programmes, hiring and training enthusiastic coaches, providing functional facilities, raising public awareness through well-organized seminars, conferences, and workshops, and training and re-orienting knowledgeable, experienced
and competent sports managers (Kabido, 1993; 1996; Kabido, Venkateswarlu, and Adeyanu 2002). According to the authors, one of the factors of sports development is a well-organized training regimen or sports plan.
A well-developed training curriculum would allow the expanding number of grassroots athletic talents to accomplish and gain perfection as they progressed from amateurs to professionals.
According to Emiola (1999), in order to secure a big pool of competitive athletes for future national and international engagements, efforts must be taken to design a strategic training plan that will expose more youngsters to the study of fundamental abilities in various sports.
Shietima (2005) asserted that development requires a transition from the old to the new, implying that this is progressive. Sports development is about inventing new and better methods to do things in sports. Sports development in Nigeria underwent significant transformations during the colonial and independence eras (Morakinyo and Aluko 2008).
Thus, in this study, sports development is defined as the process of using media as a system and structure to enable and encourage the provision of sports facilities, personnel development, sports funding, sports awareness, people participation, and sports sponsorship in a specific group or area in order to participate in sports or improve their performance.
2.3 Media.
However, the media’s influence on global sports development cannot be overstated. According to the Free Online Encyclopaedia (2011), media is defined as broadcast or storage media that use electronic technology, such as television, radio, digital video disc (DVD), internet, compact disc read only memory (CD – ROM), and many other media that require electricity or digital encoding of information.
According to Indiana University Policy (2012), media is any device used to store or record electronic information, such as hard discs, magnetic tapes, compact discs, videotapes, handheld electronic devices, and removable storage devices like floppy discs and zip discs.
While Finance Dictionary.com (2012) defined media as any type of device that stores, distributes, or uses electronic information. This includes TV, radio, the internet, faxes, CD-ROMs, DVDs, and any other electronic medium.
In this study, media is defined as media such as television and radio that use electromechanical energy to encourage the provision of sports facilities, personnel development, sports funding, the creation of sports awareness, encouraging people to participate in sports, and attracting sports sponsorship in a specific group or area to participate or improve their performance.
2.4 The Impact of Media on Sports Development.
Sports and the media have coexisted since the emergence of newspapers, then radio, and finally television. In 1996, Atlanta, Georgia, hosted the Centennial Olympic Games, which drew almost a quarter million visitors and media representatives to the city to enjoy the festivities. An estimated 1.5 billion people watched the games on network and cable television (Marketing Matters, 1996).
According to Verveer (2001), the Sydney Olympics were televised in 220 nations and territories, making it the most-watched television sporting event in history.
Indeed, it was “the growth of television as a significant cultural form during the 1960’s that put the relationship between sport and the media on the public agenda” (Norman, 2002; emphasis added).
Because of its widespread accessibility, television has had a greater influence on sports. According to Ping and Chiung (2009), the Summer and Winter Olympic Games, held every four years, draw billions of viewers and listeners who watch the competitions via media.
According to Kienka (1990), the formation of a sports unit by the News Agency of Nigeria (NAN) has strengthened the mass media’s efforts by gathering and disseminating the most recent sports news from around the world.
This was due to the performance of Nigeria’s amateur boxers at the 1984 Los Angeles Olympic Games, the World Cup football victory of Nigeria’s under 17 and 21 teams, and the appearance of Nigeria’s top athletes at the World Universities Games.
According to Mensah (1996), if one looks back in time at the origins and expansion of television stations in Africa, the first thing to notice is that they almost never existed before independence.
Sports have evolved into an essential kind of entertainment; there are more TV channels now than 10 years ago, and as a result, the rise of television sport has accelerated. It is worth noting that individuals have recently gained an interest in sports through sports broadcasting, and as a result of televised sports, fewer people attend live football events.
People prefer to watch live telecasts from the comfort of their own homes rather than travelling to stadiums. According to Val (2010), sporting events are getting more popular among television viewers, allowing fans to gain a better grasp of a broader spectrum of sports. The author addressed the functions of television in sports, such as money and sponsorship.
The best spectator sports for television will be those that draw a huge live audience to the event, garnering sponsorship and funding, just like any other business.
After all the doom and gloom, people are frequently treated to the television screen, where they see so many great and committed sports players battling for and achieving their dreams while representing their country.
According to Goldlust (1987), between 1960 and 1972, the sports television network in North America increased by 65 percent, providing 1200 to 1500 home sports every week, accounting for around 15% of total programming time.
Similarly, Goldlust (1987) reported that in recent years, sports accounted for approximately 15% of total output on the British Broadcasting Corporation (BBC).
The author went on to say that available data from the 1970s showed that sports accounted for less than 5% of television broadcast time across the developed world. Furthermore, statistics show that sports programming is on the rise, aided by recently developed more comprehensive and cost-effective transmission methods.
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