Page 532 - Sociology and You

502 Unit 4 Social Institutions
Mass Media and
Sports
Sport fulfills two functions. It teaches some of the basic values of so- ciety, and it promotes attachment to society. During televised sports events, the National Collegiate Athletic Association (NCAA) and the National Football League (NFL) regularly show student athletes and professional sports stars working with children and disadvantaged persons, behavior reflecting both of these functions.
How do we square this positive picture of sport with the “dark” side of sport that is continuously fed the public by the mass media? Much of the media coverage of modern sports now focuses on the bad, tough-guy image of athletes, coaches, and owners. Not only is “win- ning the only thing,” as Vince Lombardi, legendary coach of the Green Bay Packers, said. Now, the winners are expected to have an attitude.
Dennis Rodman, a forward in the National Basketball Association (NBA), gained fame from media coverage of his cross-dressing and physical assaults. Roberto Alomar achieved negative recognition when he spat on an umpire during the 1997 baseball season.
And these are the “respectable” sports! The newer sports on the mass-media horizon—Gladiator Sports, Roller Derby, Wrestle Mania—are going much farther. Look at the names of events that the World Wrestling Federation (WWF) has recently sponsored: “Road Rage Tour” and “War Zone.” Its biggest television draws include individuals with stage names such as “Vic Venom,” “Road Dog Jesse James,” “Bret ‘The Hit Man’ Hart,” and “The Undertaker.” Women have also achieved star status in WWF wrestling. Chyna, “the ninth wonder of the world,” and Jacqueline, two-time WWF Women’s Champion, draw as many fans as the men.
So, does mass-media sports coverage reflect basic social values and promote societal identification? Where is the cov- erage of teamwork, sportsmanship, and character develop- ment? Do we simply celebrate with the media the message of unrivaled competition and winning at any cost? At times, it ap- pears the latter is the case, especially when everyday behavior seems to mirror the negative presentation of sport.
If you want to witness such behavior on a daily basis, attend most any children’s athletic contest. Be sure to watch players, parents, and coaches. In fact, when registering their children for a team, parents across America are now being required to pledge themselves to a code of good behavior.
Analyzing the Trends
1. Based on how they are presented in the media, would you ana- lyze sports in America from the functionalist or the conflict theory perspective? What perspective do you believe is reflected in the media presentation of sports?
2. “Fake” wrestling is growing in popularity since it began being marketed as sports entertainment. In what ways is the role WWF wrestling plays in society similar to and different from the Roman chariot races?
Some critics fear that the mass media and entertainment promoters are ruining the integrity of sport in America.