Unit 2: Sport And Media

Media rule. We live in the times when anything that is not on TV or on the Internet, or on the radio literally does not exist. Although there are various state-owned or commercial stations and web portals presenting different points of view, many people fall under the illusion that what you see on TV is the truth. They become interested in their own small town only if they see that media comment upon a car crash next to their doorstep. Sport seems to live under the influence of the media as well. There were times when people in Australia waited for the results of the World Championship in Britain for three weeks until a ship brought the news. Now people sitting in a bar, in the garden, in their homes, or even in the supermarket are able to watch the Olympics on-line. They know what is going on just a second later than the real spectators at the stadium. So will the media deter visitors from entering stadiums and watching matches with their own eyes? If we visit the soccer stadiums, or the great athletic events, we can see that for many people the non-virtual true experience is still attractive. But there are other changes that media bring to the world of sport. If a world's champion in this or that sport wears a logo of a famous brand, the brand becomes more attractive and more commercially interesting. Managers in the industry know that as much as the club managers do. The world of sport is business these days and whether they want it or not, top sportsmen are items of trade. The chain does not end here, however, when a famous sportsman is sold from one team to another, it is the talk of the week and the media draw profit from their sensation-hungry readers. There we go, and everyone seems to be happy that things work this way, but it would be rather interesting to know what Baron de Coubertin would think about it?

Media rule. We live in the times when anything that is not on TV or on the Internet, or on the radio literally does not exist. Although there are various state-owned or commercial stations and web portals presenting different points of view, many people fall under the illusion that what you see on TV is the truth. They become interested in their own small town only if they see that media comment upon a car crash next to their doorstep. Sport seems to live under the influence of the media as well. There were times when people in Australia waited for the results of the World Championship in Britain for three weeks until a ship brought the news. Now people sitting in a bar, in the garden, in their homes, or even in the supermarket are able to watch the Olympics on-line. They know what is going on just a second later than the real spectators at the stadium. So will the media deter visitors from entering stadiums and watching matches with their own eyes? If we visit the soccer stadiums, or the great athletic events, we can see that for many people the non-virtual true experience is still attractive. But there are other changes that media bring to the world of sport. If a world's champion in this or that sport wears a logo of a famous brand, the brand becomes more attractive and more commercially interesting. Managers in the industry know that as much as the club managers do. The world of sport is business these days and whether they want it or not, top sportsmen are items of trade. The chain does not end here, however, when a famous sportsman is sold from one team to another, it is the talk of the week and the media draw profit from their sensation-hungry readers. There we go, and everyone seems to be happy that things work this way, but it would be rather interesting to know what Baron de Coubertin would think about it?

People who have (fall)fallen under the spell of virtual reality usualy do not realise what they have (lose)lost. While earlier they had (be)been free in their understanding the world, now they have (begin)begun to lose their freedom by accepting the media's views subconsciously. While they had occasionally (meet)met their friends at the events, they are meeting noone today, all there has been (leave) left now is the screen. Clevery invented adds have (inseminate)inseminated wishes for this or that product in the back of their heads, while earlier these people could have (choose) chosen freely what they had (desire)desired to buy. In other words, they have been slowly (lose)losing their personal identity. It would be rather interesting to know what the world would (have) have been if these inventions of the the current world hadn't (come)come to being.

The competition (become)has become the talk of the week.

If the news (report) reported about the event correctly, there (would)would have not been such a problem.

They (fail)had failed to recognise what makes sense in their life long before they (adopt)adopted the life style of the top stars.

Since the internet news and blogs (start)started to provied an opportunity for alternative communication there behas been no monopoly in the media world.

The media (not deter)have not detered visitors from filling the arenas of soccer matches.

Many sport personalities (always have)have always had a weak spot for medial fame and glory.

Spectators in their homes know what is going on just a second later than the real spectators at the stadium. So, will the media deter visitors from entering stadiums and watching matches with their own eyes?

If a world's champion in this or that sport wears the logo of a famous brand, the brand becomes more attractive and more commercially interesting. Managers in the industry know that as much as the club managers do.