Media Has Taken on a Essay

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For instance, team allegiances and celebrity athletes may affect personal identity construction. Fans of a team often organize their social lives around sporting events. The Olympics is a special example of how media-sport is used to promote cross-cultural awareness or in some cases as a political tool.

Almost ten years after Moragas (1996) wrote, the media-sport phenomenon has proliferated. Dedicated sports channels on cable have become highly specified so that one type of sport (such as hockey or soccer) can have its own network, and in some cases more than one. The plethora of programming available and the number of paying customers proves how integral sports media and media-sport has become for the culture, the individual, and the marketplace.

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Reference

Moragas, Miquel de. (1996). The new role of the mass media in the construction of sport and Olympic values. Retrieved Feb 1, 2010 from….....

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