Sport in Society , 13 9 , pp. Using the work of Raymond Williams about the interplay between communications and culture as its starting point, this article reflects on the relationship between sport, the media and its stakeholders in contemporary society. It examines how the media have increasingly become the financial underwriter of global elite sport and investigates the impact that sports content continues to play across the broadcast, print and online media industries, both at a national and international level.
"The Long Revolution" revisited
It also documents the ways in which both sports and their governing bodies have been shaped by the growing influence that the media play in the broader sports culture and focuses on some of the issues around trust and integrity that are emerging in both the media and sports industries. This article also aims to address to what extent this relationship has been beneficial to all the various stakeholders in the sports-media nexus and also examines the degree to which sporting communities themselves have shaped the wider media sport landscape.
Finally, it highlights some of the particular challenges that may lie ahead for the UK sports industry as it continues to set the agenda for the broader European sports market. Skip to main content Accessibility information.
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