Mass Medium: The new(TM) versus the Old(TM).

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Kiegan Vallely 07839062

Mass Medium: 'The new' versus 'the Old'.

My intention is to probe into the world of media and discuss various theoretical and conceptual frameworks used across media and cultural studies. I will explore work of different key theorists in media and cultural studies. I shall also examine the different approaches to textual and audience analysis and study how sport is represented through the media, as well as looking at the cultural and ideological issues that operate through these representations. I shall summarise key points of my chosen title and implement current issues/theories into my selected sport - football adjacent to the theme 'The champions League so far'.

It is apparent that sport and the mass media have a particularly strong association going back to the eighteenth century (Rowe 2004). Horne (2006, pg 41) states how the media helped to construct what is sport, and how governing bodies for various sport came into effect after newspapers started publishing league tables during the late 19th century. Sport and media was further strengthened during mid 20th century by the arrival of televisions and today it is quite difficult to imagine sport without television. But, what is