The media representation of Olympic equestrian sport: an analysis of London
Cardiff Metropolitan University
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The purpose of this study is to undertake an exploration into the role that the media plays in constructing and representing equestrian sport. This is done primarily through a qualitative textual and visual content analysis of the media coverage during and surrounding the London 2012 Olympic Games. In doing so, the relationship between sport and the media is explored in relation to wider socio-cultural issues. An analysis of how the media represents these issues in sporting contexts is of value as it develops a deeper understanding of how the equestrian sporting culture is constructed. In deconstructing this representation of equestrian sport, certain themes emerged. Sport is a valuable contributing factor of analysing class-related lifestyles and this study provides an insight into how we can use this analysis to understand how and why the media represent equestrian sport in the particular the way they do. Sport, media and representation is a complex phenomenon and issues within sport are never independent of social elements and actually can be used to explain issues in society and how they are reproduced. The notion of high culture appeared to be a significant theme that is symbolic of the equestrian sport culture. Related to this notion of high culture was the repeating references made to class and money in the media when representing equestrian sport, enforcing that they are integral parts of the equestrian culture. In order to develop a deeper understanding of the cultural values and social structures surrounding sport, as a result of the media representation, the implications of the media representation are then discussed.
DEGREE OF BACHELOR OF SCIENCE (HONOURS) SPORT AND PHYSICAL EDUCATION
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