Accessibility Skip to Global Navigation Skip to Local Navigation Skip to Content Skip to Search Skip to Site Map Menu

PHSE524 Sport, Media and Culture

Due to COVID-19 restrictions, a selection of on-campus papers will be made available via distance and online learning for eligible students.
Find out which papers are available and how to apply on our COVID-19 website

A critical examination of the interrelationship between sport, media and culture.

Overall, we will be examining how sport, as a form of popular culture is produced, represented and consumed within an increasingly globalised world. In turn, this will help us to better understand how our various social identities are defined both by us and for us. A major thrust of the paper is the examination of sport in and through the media; that is, the intention is to help you develop a critical pedagogy for examining the politics and effects of contemporary media. The paper examines a wide range of topics including: the impact of globalisation on sport; the ownership and structure of sport media; the production and consumption of sport; the role of advertising and marketing in sport; sport mega-events such as the Olympics, FIFA and IRB World Cups; and the issue of media violence.

Paper title Sport, Media and Culture
Paper code PHSE524
Subject Physical Education
EFTS 0.1667
Points 20 points
Teaching period Second Semester
Domestic Tuition Fees (NZD) $1,098.05
International Tuition Fees (NZD) $5,357.07

^ Top of page

PHSE 338
PHSE 424
Limited to
BPhEd(Hons), PGDipOE, PGDipPE, MDanceSt, MPhEd
Other postgraduate students who have not met the normal entry requirements may be admitted with approval from the Dean of the School of Physical Education, Sport and Exercise Sciences.
Suitable for students interested in the socio-cultural dimensions of sport
Teaching staff
Course Co-ordinator and Lecturer: Professor Steve Jackson
Paper Structure
The paper addresses topics including:
  • The sport-media relationship - how have they influenced each other?
  • The structure and ownership of sport media
  • The production and consumption of sport - fans and spectators
  • Sport mega-events
  • How globalisation is changing sport
  • Sport advertising and marketing
  • Resistance to global corporations such as Nike and Adidas
  • The media violence debate - does media violence cause real-life violence?
There is no compulsory text book. A reading list will be provided, most of which are available via Blackboard or electronically through the Central Library.
Graduate Attributes Emphasised
Lifelong learning, Critical thinking, Self-motivation, Communication.
View more information about Otago's graduate attributes.
Learning Outcomes
On completing the paper students will have:
  • Gained an appreciation of the power of the media to shape, represent and reproduce our social reality
  • Developed a basic sense of media literacy; that is, skills for reading, understanding and resisting media
  • Gained an understanding of the power and politics associated with defining national and other identities within the context of globalisation
  • Gained an understanding of the politics and disjunctures that emerge when global forces meet local cultures
  • Learned to make connections between the issues related to the politics of identity (gender, race, sexuality, nationality) examined in PHSE 338 and how these are played out within various media contexts

^ Top of page


Second Semester

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
L1 Wednesday 09:00-11:50 28-34, 36-41