ABSTRACT
The chapter provides a brief overview of sport's location within forms of mass media. It considers the contemporary media creation of the sport celebrity and how the coverage of sport in the mass media has come to resemble soap opera. The chapter aims to describe sport fans' use of the mass media. It argues that it is important to consider how audiences draw on the mass media as a resource, in the construction of their identities, social interactions and performances. The chapter explains the use and location of the Internet and digital gaming in sport fan culture. New television technologies, such as satellite, cable and digital television, have increased the volume of sport available via a plethora of dedicated sport channels and networks. The rise and importance of the sport celebrity has become of increasing interest within the academic literature on sport.
