5: (5)

&

The media depend on sport

1) Sports occupy big portion of media contents

TV: Contents War among Channels

Sport programs have been a major content in TV programming

Year/Period KBS 1TV KBS 2TV MBC TV Ave.

1962-80 6.0 - - 6.0

1965-80 - 5.6 - 5.6

1981 18.0 19.7 18.9 19.0

1982 21.2 32.2 25.6 27.0

1983 27.5 26.3 30.2 28.2

TV sport programming (%)

Year KBS 1 & 2 TV MBC TV SBS TV Average

1990 9.5 17.4 - 13.5

1991 8.2 11.3 - 9.8

1992 9.5 15.4 15.5 13.5

1993 8.0 7.0 6.5 7.3 7.2

1994 12.2 2.1 8.6 7.8 7.7

1995 8.8 3.4 4.3 7.9 6.1

- - - - - -

1998 5.7 5.9 6.1 12.3 7.5

1995 3.3 4.7 3.9 8.5 5.1

Internet Portal Sites

2) Sports make contribution to the profit increase of

media industry

TV sport programs: Lower cost of production compared to drama, news, shows > increasing the profit of TV media industry

Production cost: Drama > News > Shows > Education > Sports > Movie (Why do TVs program movies in the holiday seasons?), but today?

High rating > Increasing the sales of advertisements accompanied in the program > Increasing the profits

Soccer A Matches: 20-35% but other sports ratings?

2005 Matches Korea: Saudi Arabia (28.4%)/World Cup Preliminary Event

Korea: Japan (27.5%)/East Asian Football Match

2002 FIFA Korea/Japan World Cup

Setting the record of highest TV ratings: 62-73% > Big money came from the revenue of TV ads sales

TV ratings of 2002 World Cup by game and country

Country Game Rating(%) Sharing(%) Audience

Korea

Korea: Portugal 62.7

Korea: Italy 72.4

Korea: Spain 66.6

Korea: Germany 69.1

Japan Japan: Russia 51.2 62.3

England England: Argentina 43.0 86.0 24.0

Italy Italy: Korea 42.6 89.0 23.6

Spain Spain: Irland 26.6 81.0 10.5

Brazil Brazil: China 35.2 88.0 52.4

China China: Brazil 33.0 92.8 330.0

Newspapers/Internet

Newspaper sport section induces the sport/leisure related

advertisement

Ads on sport pages of newspapers

Ads on sport pages of portal sites

3) Sports contribute to the development of media

industry

- Cable & Satellite TVs

TVs Killer Contents?

Park Ji Sungs & Park Chan Hos Game Days(Ratings of MBC ESPN & Xports on 2005. 8. 13 & 20)

Choi Hong Mans K-1 WGP Match

4) Sports change the TV live coverage schedules

~ TV? (, 2005. 05. 02)

K-1TV -

Continued

' ''. KBS-1TV 5() -. . (20FC).

KBS 55 428. KBS-2TV 427-. 3. K- ''.

"". KBS ". ". ''. '

.

: : -

(-), , (homogeneous audience/crowd)

.

.

: (1)

, (heterogeneous audiences)

, // (heterogeneous & active audiences/public)

( .. , Media agenda & Public agenda)

: (2)

http://www.google.com/url?sa=i&rct=j&q=media+effects+theory&source=images&cd=&cad=rja&docid=3t3V2OFH_koVCM&tbnid=xD8y0jhZiAJHtM:&ved=0CAUQjRw&url=http%3A%2F%2Fclc2.uniservity.com%2FGroupHomepage.asp%3FGroupID%3D20213536&ei=l0xMUdGYFcLwkAXs8oCIAQ&bvm=bv.44158598,d.dGI&psig=AFQjCNHYcdMbbHpN0ngxmYnALJTkB8YIiA&ust=1364041108899438http://www.google.com/url?sa=i&rct=j&q=media+effects+theory&source=images&cd=&cad=rja&docid=3t3V2OFH_koVCM&tbnid=xD8y0jhZiAJHtM:&ved=0CAUQjRw&url=http%3A%2F%2Fclc2.uniservity.com%2FGroupHomepage.asp%3FGroupID%3D20213536&ei=l0xMUdGYFcLwkAXs8oCIAQ&bvm=bv.44158598,d.dGI&psig=AFQjCNHYcdMbbHpN0ngxmYnALJTkB8YIiA&ust=1364041108899438http://www.google.com/url?sa=i&rct=j&q=media+effects+theory&source=images&cd=&cad=rja&docid=3t3V2OFH_koVCM&tbnid=xD8y0jhZiAJHtM:&ved=0CAUQjRw&url=http%3A%2F%2Faltamiroborges.blogspot.com%2F2013%2F02%2Fregulacao-da-midia-e-questao-de-estado.html&ei=50xMUdHOD4POkwXLioFw&bvm=bv.44158598,d.dGI&psig=AFQjCNHYcdMbbHpN0ngxmYnALJTkB8YIiA&ust=1364041108899438http://www.google.com/url?sa=i&rct=j&q=media+effects+theory&source=images&cd=&cad=rja&docid=3t3V2OFH_koVCM&tbnid=xD8y0jhZiAJHtM:&ved=0CAUQjRw&url=http%3A%2F%2Faltamiroborges.blogspot.com%2F2013%2F02%2Fregulacao-da-midia-e-questao-de-estado.html&ei=50xMUdHOD4POkwXLioFw&bvm=bv.44158598,d.dGI&psig=AFQjCNHYcdMbbHpN0ngxmYnALJTkB8YIiA&ust=1364041108899438

http://www.google.com/url?sa=i&rct=j&q=media+effects++bullet+theory&source=images&cd=&cad=rja&docid=jdjL6ilFqZLH5M&tbnid=1j10404W8OwdJM:&ved=0CAUQjRw&url=http%3A%2F%2Fdontcallmejim.wordpress.com%2F2011%2F09%2F11%2Fuses-and-effects-of-mass-media-post-5%2F&ei=kE1MUcv8I43ckgWdjIEg&bvm=bv.44158598,d.dGI&psig=AFQjCNHrHI8s9vAmofs49Bgu4KTqJt9noA&ust=1364041470102973http://www.google.com/url?sa=i&rct=j&q=media+effects++bullet+theory&source=images&cd=&cad=rja&docid=jdjL6ilFqZLH5M&tbnid=1j10404W8OwdJM:&ved=0CAUQjRw&url=http%3A%2F%2Fdontcallmejim.wordpress.com%2F2011%2F09%2F11%2Fuses-and-effects-of-mass-media-post-5%2F&ei=kE1MUcv8I43ckgWdjIEg&bvm=bv.44158598,d.dGI&psig=AFQjCNHrHI8s9vAmofs49Bgu4KTqJt9noA&ust=1364041470102973http://www.google.com/url?sa=i&rct=j&q=hypodermic+needle+theory&source=images&cd=&cad=rja&docid=s0WQgMI5Uxqz5M&tbnid=K1FiqbmQ8pUD_M:&ved=0CAUQjRw&url=http%3A%2F%2Flessonbucket.com%2Fmedia-in-minutes%2Fepisode-1-the-hypodermic-needle-theory%2F&ei=NlVMUeycB4LOkQWC5YGICg&bvm=bv.44158598,d.dGI&psig=AFQjCNG3o8FoyTat-MEJVTCXqF5U3fKZVA&ust=1364043430339856http://www.google.com/url?sa=i&rct=j&q=hypodermic+needle+theory&source=images&cd=&cad=rja&docid=s0WQgMI5Uxqz5M&tbnid=K1FiqbmQ8pUD_M:&ved=0CAUQjRw&url=http%3A%2F%2Flessonbucket.com%2Fmedia-in-minutes%2Fepisode-1-the-hypodermic-needle-theory%2F&ei=NlVMUeycB4LOkQWC5YGICg&bvm=bv.44158598,d.dGI&psig=AFQjCNG3o8FoyTat-MEJVTCXqF5U3fKZVA&ust=1364043430339856http://www.google.com/url?sa=i&rct=j&q=hypodermic+needle+theory&source=images&cd=&cad=rja&docid=b4y2oM5ftROjYM&tbnid=JDY1bOMDQ5WwzM:&ved=0CAUQjRw&url=http%3A%2F%2Fmediablogs.keshacademy.com%2Fkallama2blog%2F2012%2F10%2F04%2Ftarget-audience-reaction-to-my-trailer%2F&ei=c1VMUbueNsafkwXMt4H4BQ&bvm=bv.44158598,d.dGI&psig=AFQjCNG3o8FoyTat-MEJVTCXqF5U3fKZVA&ust=1364043430339856http://www.google.com/url?sa=i&rct=j&q=hypodermic+needle+theory&source=images&cd=&cad=rja&docid=b4y2oM5ftROjYM&tbnid=JDY1bOMDQ5WwzM:&ved=0CAUQjRw&url=http%3A%2F%2Fmediablogs.keshacademy.com%2Fkallama2blog%2F2012%2F10%2F04%2Ftarget-audience-reaction-to-my-trailer%2F&ei=c1VMUbueNsafkwXMt4H4BQ&bvm=bv.44158598,d.dGI&psig=AFQjCNG3o8FoyTat-MEJVTCXqF5U3fKZVA&ust=1364043430339856

: (, ..)

Encoding(/) = Decoding(/)

:

Encoding Decoding by Personal Characteristics

: , , &

Encoding Decoding by Personal Characteristics Preference, & Consciousness

Different decoding practices: Dominant/Negotiated/Oppositional

: (3)

Encoding=Decoding

http://www.google.com/url?sa=i&rct=j&q=hypodermic+needle+theory&source=images&cd=&cad=rja&docid=b4y2oM5ftROjYM&tbnid=JDY1bOMDQ5WwzM:&ved=0CAUQjRw&url=http%3A%2F%2Fashdown95.blogspot.com%2F&ei=r1VMUYGdLseSkwWKq4HIDw&bvm=bv.44158598,d.dGI&psig=AFQjCNG3o8FoyTat-MEJVTCXqF5U3fKZVA&ust=1364043430339856http://www.google.com/url?sa=i&rct=j&q=hypodermic+needle+theory&source=images&cd=&cad=rja&docid=b4y2oM5ftROjYM&tbnid=JDY1bOMDQ5WwzM:&ved=0CAUQjRw&url=http%3A%2F%2Fashdown95.blogspot.com%2F&ei=r1VMUYGdLseSkwWKq4HIDw&bvm=bv.44158598,d.dGI&psig=AFQjCNG3o8FoyTat-MEJVTCXqF5U3fKZVA&ust=1364043430339856

TV & Internets Effects?

http://www.google.com/url?sa=i&rct=j&q=media+effects+theory%2C+no+effect&source=images&cd=&cad=rja&docid=3sTRJWBfHgpwtM&tbnid=HMcfSAzM1XDbMM:&ved=0CAUQjRw&url=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FMedia_richness_theory&ei=DlFMUcy8H8fNkQXMqoGQCQ&bvm=bv.44158598,d.dGI&psig=AFQjCNHABRQnWuxntKnXO-o8c6yKkeZLQw&ust=1364042271779001http://www.google.com/url?sa=i&rct=j&q=media+effects+theory%2C+no+effect&source=images&cd=&cad=rja&docid=3sTRJWBfHgpwtM&tbnid=HMcfSAzM1XDbMM:&ved=0CAUQjRw&url=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FMedia_richness_theory&ei=DlFMUcy8H8fNkQXMqoGQCQ&bvm=bv.44158598,d.dGI&psig=AFQjCNHABRQnWuxntKnXO-o8c6yKkeZLQw&ust=1364042271779001

Agenda setting:The process whereby the mass media determine

what we think and worry about

http://www.google.com/url?sa=i&rct=j&q=agenda+setting&source=images&cd=&cad=rja&docid=rmvdbmxiPNAitM&tbnid=pe-QRPr-gpFMxM:&ved=0CAUQjRw&url=http%3A%2F%2Fs4292472.blogspot.com%2F2012%2F06%2Ftenth-lecture-agenda-setting.html&ei=e1NMUfqMI4nfkAX19IDYAQ&bvm=bv.44158598,d.dGI&psig=AFQjCNEq9lz_5wQjckP9dYFRsp1YJ992Uw&ust=1364042962615833http://www.google.com/url?sa=i&rct=j&q=agenda+setting&source=images&cd=&cad=rja&docid=rmvdbmxiPNAitM&tbnid=pe-QRPr-gpFMxM:&ved=0CAUQjRw&url=http%3A%2F%2Fs4292472.blogspot.com%2F2012%2F06%2Ftenth-lecture-agenda-setting.html&ei=e1NMUfqMI4nfkAX19IDYAQ&bvm=bv.44158598,d.dGI&psig=AFQjCNEq9lz_5wQjckP9dYFRsp1YJ992Uw&ust=1364042962615833

Framing tells us how and why to think about an issue. To frame means to communicate in a way that leads audiences to see something in a certain light or from a particular perspective

Aspects that are not included in the frame do not come to the audience's attention. Framing determines where the audience puts its attention

Framing

6:

* (functionalism)

* (cultural studies)

* (political economy)

:

InterrelatedParts

MediaSports

Family Religion

Sports

Politics

Economy

Education

Culture

/ ?

Information

Interpretation

Entertainment

:

: Hard work to be successful

For whom? & ?

Roles of the Media

ProducingMaintainingReproducingReinforcing

SharedValues/

Beliefs/Ideas

DominantIdeologies?

Class/Gender/Race/

Status Quo(, )Keep going on the same old street

( > )-;

: , ,

(, , ) & :

, or

( , )

:

: media text as a site of struggles b/w contending discourses (b/w

different groups, classes, races, .)

: &

(decoding) : , / , (Human agency > Social

structure)

: not given, produced/maintained/ reproduced/challenged, , /

preferred meaning

:

Cyborg?White men cant jump (like this)!!

Which photo is your preferred one?

The meaning struggles between as an athlete and as a semi-porno model(?)

http://www.google.com/url?sa=i&rct=j&q=sarapova+muscle&source=images&cd=&cad=rja&docid=LYkdZckbZ_WfAM&tbnid=Spj8c8nSRc479M:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.pictures-images-photos.com%2Fmaria_sharapova_muscles.html&ei=th1PUZyhAsyFlQWhlIDADQ&bvm=bv.44158598,d.dGI&psig=AFQjCNElIU707RHRtNmJWIvu3PIRsLplJw&ust=1364225809981060http://www.google.com/url?sa=i&rct=j&q=sarapova+muscle&source=images&cd=&cad=rja&docid=LYkdZckbZ_WfAM&tbnid=Spj8c8nSRc479M:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.pictures-images-photos.com%2Fmaria_sharapova_muscles.html&ei=th1PUZyhAsyFlQWhlIDADQ&bvm=bv.44158598,d.dGI&psig=AFQjCNElIU707RHRtNmJWIvu3PIRsLplJw&ust=1364225809981060http://www.google.com/url?sa=i&rct=j&q=sharapova+swimsuit&source=images&cd=&cad=rja&docid=SwL5Z_eb4nymgM&tbnid=17cxASmd0REfOM:&ved=0CAUQjRw&url=http%3A%2F%2Faluizadewi-celebrityswimsuit.blogspot.com%2F&ei=Ox5PUb-DC4mSkQW07YHYDg&bvm=bv.44158598,d.dGI&psig=AFQjCNHnmNWYLxMzDl1VQ0djZX63ZlVZvw&ust=1364225972931617http://www.google.com/url?sa=i&rct=j&q=sharapova+swimsuit&source=images&cd=&cad=rja&docid=SwL5Z_eb4nymgM&tbnid=17cxASmd0REfOM:&ved=0CAUQjRw&url=http%3A%2F%2Faluizadewi-celebrityswimsuit.blogspot.com%2F&ei=Ox5PUb-DC4mSkQW07YHYDg&bvm=bv.44158598,d.dGI&psig=AFQjCNHnmNWYLxMzDl1VQ0djZX63ZlVZvw&ust=1364225972931617

http://www.google.com/url?sa=i&rct=j&q=serena+williams+muscles&source=images&cd=&cad=rja&docid=Uii3nBqe2W8nRM&tbnid=l7BQgbMimeLs8M:&ved=0CAUQjRw&url=http%3A%2F%2Fpluphotoj.wordpress.com%2F2012%2F05%2F16%2Fserena-williams%2F&ei=zhtPUfvoD8eHkAXet4GYDA&bvm=bv.44158598,d.dGI&psig=AFQjCNF7Tyj5gCnEM0ART2qTpkTdPgVwgA&ust=1364225329940091http://www.google.com/url?sa=i&rct=j&q=serena+williams+muscles&source=images&cd=&cad=rja&docid=Uii3nBqe2W8nRM&tbnid=l7BQgbMimeLs8M:&ved=0CAUQjRw&url=http%3A%2F%2Fpluphotoj.wordpress.com%2F2012%2F05%2F16%2Fserena-williams%2F&ei=zhtPUfvoD8eHkAXet4GYDA&bvm=bv.44158598,d.dGI&psig=AFQjCNF7Tyj5gCnEM0ART2qTpkTdPgVwgA&ust=1364225329940091http://www.google.com/url?sa=i&rct=j&q=serena+williams+muscles&source=images&cd=&cad=rja&docid=lq59qNz-Yg1U9M&tbnid=71unB_uOyil4-M:&ved=0CAUQjRw&url=http%3A%2F%2Fsports.espn.go.com%2Fsports%2Ftennis%2Fusopen08%2Fcolumns%2Fstory%3Fcolumnist%3Dgarber_greg%26id%3D3575069&ei=9htPUajoM8qOlQWZ3YDwDQ&bvm=bv.44158598,d.dGI&psig=AFQjCNF7Tyj5gCnEM0ART2qTpkTdPgVwgA&ust=1364225329940091http://www.google.com/url?sa=i&rct=j&q=serena+williams+muscles&source=images&cd=&cad=rja&docid=lq59qNz-Yg1U9M&tbnid=71unB_uOyil4-M:&ved=0CAUQjRw&url=http%3A%2F%2Fsports.espn.go.com%2Fsports%2Ftennis%2Fusopen08%2Fcolumns%2Fstory%3Fcolumnist%3Dgarber_greg%26id%3D3575069&ei=9htPUajoM8qOlQWZ3YDwDQ&bvm=bv.44158598,d.dGI&psig=AFQjCNF7Tyj5gCnEM0ART2qTpkTdPgVwgA&ust=1364225329940091

http://www.google.com/url?sa=i&rct=j&q=serena+williams+swimsuit&source=images&cd=&cad=rja&docid=9rA8CRWe67g1nM&tbnid=TjfQ5pVe1STfqM:&ved=0CAUQjRw&url=http%3A%2F%2Fsportsillustrated.cnn.com%2Fvault%2Fswimsuit%2Fmodelfeatured%2Fserena_williams%2F2004%2Fathlete%2Findex.htm&ei=BB1PUeOyEs2alQWC7IGwBw&bvm=bv.44158598,d.dGI&psig=AFQjCNHFMqIG02PjdIvxO_qAfJlHaG9ZYQ&ust=1364225616727459http://www.google.com/url?sa=i&rct=j&q=serena+williams+swimsuit&source=images&cd=&cad=rja&docid=9rA8CRWe67g1nM&tbnid=TjfQ5pVe1STfqM:&ved=0CAUQjRw&url=http%3A%2F%2Fsportsillustrated.cnn.com%2Fvault%2Fswimsuit%2Fmodelfeatured%2Fserena_williams%2F2004%2Fathlete%2Findex.htm&ei=BB1PUeOyEs2alQWC7IGwBw&bvm=bv.44158598,d.dGI&psig=AFQjCNHFMqIG02PjdIvxO_qAfJlHaG9ZYQ&ust=1364225616727459http://www.google.com/url?sa=i&rct=j&q=serena+williams+swimsuit&source=images&cd=&cad=rja&docid=Oh-zjUQFNDj4rM&tbnid=RM5SKNYxM3TyoM:&ved=0CAUQjRw&url=http%3A%2F%2Fsportsillustrated.cnn.com%2Fswimsuit%2Fcollection%2Fissues%2F2003%2F03_swilliams_01.html&ei=1xxPUd2PAsGLkQXw2IHgBg&bvm=bv.44158598,d.dGI&psig=AFQjCNHFMqIG02PjdIvxO_qAfJlHaG9ZYQ&ust=1364225616727459http://www.google.com/url?sa=i&rct=j&q=serena+williams+swimsuit&source=images&cd=&cad=rja&docid=Oh-zjUQFNDj4rM&tbnid=RM5SKNYxM3TyoM:&ved=0CAUQjRw&url=http%3A%2F%2Fsportsillustrated.cnn.com%2Fswimsuit%2Fcollection%2Fissues%2F2003%2F03_swilliams_01.html&ei=1xxPUd2PAsGLkQXw2IHgBg&bvm=bv.44158598,d.dGI&psig=AFQjCNHFMqIG02PjdIvxO_qAfJlHaG9ZYQ&ust=1364225616727459

Between athlete and model(semi-porno)

Between sporting images and non-sporting images

Between real body appearance and ideal body appearance

Non-sportization of women in sport (attractive female athletes)

Digital manipulation of womens bodies

Female athletes should be pretty & attractive for medias frequent attention (Male athletes?)

Conflicts/tensions between ideal and real body images

https://www.youtube.com/watch?v=cVv-kmX6UOQ

https://www.youtube.com/watch?v=cVv-kmX6UOQ

, , , /

& incidents: =, =?

http://www.todayhumor.co.kr/board/view.php?no=68191&table=baseball

: &

http://www.todayhumor.co.kr/board/view.php?no=68191&table=baseball

, vs.

vs. ??

?? vs.

vs. , ,

vs.

??(gender-neutral) vs. ??(gender-specific)

PGA vs. LPGA

Bear vs. Teddy Bear (Pink Spiders/Cool cats)

Rams vs. Lady Rams (Ewe)

(Male vs. Female)Metaphor: //

Media as industry:

Media as industrial processes vs. as cultural processes

: ,

: , ,

: /

: ()

:

, ,

: Audiences as consumers

()

= (high rating, number of visitors/hits)

sporting body: athletes body as commodity -

:

Media Contents:Articles,

EditorialsPhotographs

Video

Media Economy:Profit

RevenueCorporations

TV

Input: , (, )

Output: /

Input: ,

Output: /,

/

Input: ,

Output: /, ,

Killer contents=