chapter  10
19 Pages

Sport, Identities, and Consumption: The construction of sport at

As witnessed in previous chapters of this book, sport is a key site for the re/production of culture and associated ideological forms and practices, notably as a major site for identities and as a demarcating force for gender and sexuality (Duncan & Messner, 1998; Vertinsky, 2006). However, sport has also become a prominent component of the media, another highly influential cultural form. Indeed, sport in the media has experienced enormous growth over the last two decades, rendering the cultural impact of these combined forces highly significant. As such, the unprecedented socio-cultural influence of the relationship between sport, culture, and media has been widely acknowledged and referred to as “the unruly trinity” by Rowe (2004). Nonetheless, a consequence of this relationship has been that sport has also

become mediatized, meaning it has effectively become part of media culture (Hutchins, Rowe, & Ruddock, 2009). Indeed, the intersection of sport and media has become so blurred that we should now conceptualize “sport as media” (Hutchins et al., 2009, p. 89) or MediaSport (Wenner, 1998). Consequently, mediasport itself has become a site of ideological significance as a powerful re/producer1

of cultural meanings and forms and entrenched as a valued intertextual referent within what Wernick (1991) describes as promotional culture (Meân, Kassing, & Sanderson, 2010). Consumption of mediasport is highly relevant for the performance of identities

(Horne, 2006) – a reflection of sports prominence as a site for male identity construction (Messner, 1988). The shared distinctiveness provided by mediasport consumption and its practices, knowledge, understandings, etc. (Mehus, 2005) is therefore linked to habitus (Bourdieu, 1978), imagined communities (Anderson, 1991), and interpretive communities (Lindlof, 1988). Yet, potentially different impacts and influences are likely given differences across how mediasport forms are consumed (Mehus, 2005); although the increasing move towards integrated marketing means

that the same self-referential narrative (Jansson, 2002) will be consumed across related mediasport.