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    An examination of the interrelationships between sport and media and culture. The focus is on the production, representation, consumption and regulation of sport and the media at the local and global levels.

    This paper explores how sport is produced, sponsored, represented, consumed and regulated. Key questions include: Who really owns sport? Why do advertisers and marketers use sport as a vehicle to promote their brands? How does the media represent particular social identities including: gender, sexuality, national identity, Māori and Pasikifa? Do sport mega-events really improve a nation's economy and benefit everyday citizens?

    About this paper

    Paper title Sport Media
    Subject Sport, Physical Education and Exercise
    EFTS 0.15
    Points 18 points
    Teaching period Semester 2 (On campus)
    Domestic Tuition Fees ( NZD ) $1,016.55
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    54 points from Arts and Music and/or Commerce Schedule C or PHSE 206 or SPEX 208
    Schedule C
    Arts and Music, Commerce, Science

    Suitable for students interested in the socio-cultural dimensions of sport.


    Teaching staff

    Lecturer: Professor Steve Jackson

    Paper Structure

    Internal Assessment: 50%
    Final Examination: 50%

    Teaching Arrangements

    One 2-hour lecture per week
    One 1-hour tutorial per week


    There is no compulsory textbook. A reading list will be provided with most readings available via Blackboard or electronically through the Central Library.

    Graduate Attributes Emphasised
    Global perspective, Lifelong learning, Communication, Critical thinking, Cultural understanding, Research, Self-motivation.
    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.
    • Gained an understanding of how the media influences sport and how sport influences the media.
    • Gained an understanding of how sport media is produced, represented, consumed and regulated.
    • Gained an understanding of how the sport-media complex influences global sport mega-events, social identities, and the development of new technologies.
    • Gained an understanding of the politics and disjunctures that emerge when global forces meet local cultures.
    • Developed a basic sense of media literacy - that is, skills for reading, understanding and resisting media.


    Semester 2

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    A1 Thursday 09:00-11:50 29-35, 37-42
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