ABSTRACT
Introduction Viewed in isolation, the media and sport industries are two massive commercial systems. But, as the first two chapters illustrated, these systems are increasingly difficult, if not impossible, to disentangle. At a macro level their spheres of influence include the processes of globalization, the flow of trade and the ways in which nations seek status on the international stage. At the micro level their influence might include the ways in which we choose a particular product to quench our thirst or communicate with friends. The media ‘mediates’ our day-to-day experiences and actions, as we watch, read and download on a daily basis. Our knowledge of the world around us, either at a local or global level, is dependent on the media. Similarly, we learn, adopt and reject a variety of values and behaviours through our participation in and spectatorship of sport. Viewed together, sport and the media are a powerful combination.
