Sports Commerce, Media and Identity (MHN820575)

Module Handbook

Sports Commerce, Media and Identity (MHN820575)

Module Leader: Aaron McIntosh

Department of Cultural Business

2010/11, Trimester2

Level 4

Credit Points 20

Pre-requisites: None

Introduction

This module aims to critically explore modern sport, in all its forms, and understand its significance and position within contemporarysociety. Drawing on a range of theoretical perspectives, the module debates how social processes and issues of culture andconsumption affect this increasingly mediatised sector. Taking cognisance of contemporary markets, technologies and politicalcontexts, the module examines how sport, as both recreational practice and commercial spectacle, continues to provide meaning anddifferentiation in a consumerist age.

Learning outcomes

On completion of the module students should be able to:

1) Critically evaluate competing theories that seek to explain the emergence and impact of modern sport;

2) Critically review the role and impact of contemporary media technologies, institutions and discourses on sport andphysical activity;

3) Critically analyse sport in relation to contemporary sport business strategies and the commodification of the sector;

4) Review critically the relationships between sport, industry and identity.

Teaching and Learning Strategy

Recorded lectures, seminars, group-led discussion, and directed learning, via the Blackboard VLE and other relevant online resources,will be used to support this module. Lectures will be used as a basis for raising issues to be analysed during the seminar sessions. Seminars will be student led and conducted in the classroom, allowing the opportunity to discuss, in the context of examples drawnfrom sport, the theoretical and business concepts highlighted in the lecture and required readings. Case studies will be utilised toillustrate key themes. Furthermore, there will be a range of directed study tasks for students outwith contact times, including studentcontributions to a module blog. In addition to core readings, additional audio visual materials will be made available to support and enhance learning.

Notional student hours

Lectures12

Seminars24

Directed Learning50

Independent Learning 94

Assessments20

Total hours200

Transferable skills

- Written and verbal communication and presentation skills

- Interactive and group skills

- Problem-solving skills

- Ability to self-appraise and reflect on practice

- Ability to plan and manage learning, including elements of self-direction

- Enquiry and information gathering

- Critical analysis

- Commercial awareness and entrepreneurial skills

Attendance Policy
This module contains an attendance policy which requires students to attend 80% of timetabled seminars. If seminar attendance dips below 80 per cent at the end of 12 weeks students will not be permitted to sit the final exam at first diet, unless clear medical evidence is provided.

Staff Information

Aaron McIntosh (M306)

0141 331 3263

Lecture and seminar programme

LECTURE / SEMINAR TASK / READING
W/C / Each seminar from week 2 is student-led / Readings which will be provided are in bold
17th Jan

Week 1

/ L1. Key concepts: a critical exploration of sports business / Discussion on the ‘meaning’ and value of sport.
Key social theories: relevance to sport?
Case study: The Olympic Games / Horne, J (2006) Sport in Consumer Culture (Introduction)
Guttmann, A (1992) From ritual to record, in: Hoffman, S (ed.) Sport and Religion, pp.143-151.
Cashmore, E (2010) Making Sense of Sports (Chapter 5)
24th Jan

Week 2

/ L2. Sports business: global consumer culture and the impact of commercialism / Critically evaluate the view that the increasing commercialisation of sport has corrupted its essence.
Case study: Nike / Horne, J (2006) Sport in Consumer Culture (Chapter 2)
Cashmore, E (2010) Making Sense of Sports (Chapter 16)
Robinson, L (2008) The business of sport, in: Houlihan, B (ed.) Sport and Society: a student introduction, pp.307-327.
Westerbeek, H & Smith, A (2003) Sport Business in the Global Marketplace (Chapter 4)
31st Jan

Week 3

/ L3. The economics of sport and physical activity / “Sport matters more than ever, in the sense that there is more money, bigger audiences, greater prizes, higher expectations, greater athleticism, higher stakes” (Barnes). Relate this quote to a stakeholder map of sport, critically evaluating the role of each stakeholding group in the evolution of sport from a set of popular pastimes to a commercialised entertainment industry.
Case studies: ‘Brand’ Beckham and the Ryder Cup / Zimbalist, A (2003) Sport as business, Oxford Review of Economic Policy 19(4), pp.503-511.
Stewart, B (2006) Sport Funding and Finance (Chapter 1)
Westerbeek, H & Smith, A (2003) Sport Business in the Global Marketplace (Chapter 2)
Boyle, R & Haynes, R (2009) Power Play: Sport, the Media and Popular Culture (Chapter 4)
7thFeb

Week 4

/ L4. Sport as entertainment: the role of the mass media / Using examples to lend weight to your response, critically discuss the view that the contemporary marriage between sport and the media is the source of many of sport's contemporary problems.
Case study: The Superbowl / Horne, J (2006) Sport in Consumer Culture (Chapter 3)
Cashmore, E (2010) Making Sense of Sports (Chapter 14)
Stead, D (2008) Sport and the media, in: Houlihan, B (ed.) Sport and Society: a student introduction, pp.328-347.
Whannel, G (2002) Media Sport Stars (Chapter 3)
14th Feb

Week 5

/ L5. Consuming media sport, new technologies and representation / Media task: students are expected to review contemporary online materials in relation to the online consumption and discussion of sport. All students should bring a selection of blog content/podcasts/webpages/video with which to stimulate seminar debate.
Case study: Red Bull / Horne, J (2006) Sport in Consumer Culture (Chapter 4)
Boyle, R & Haynes, R (2009) Power Play: Sport, the Media and Popular Culture (Chapter 11)
Jackson, SJ, Grainger, A & Batty, R (2004) Media sport, globalisation and the challenges to commercialisation: sport advertising and cultural resistance in Aotearoa/New Zealand, in: Slack, T (ed.) The Commercialisation of Sport, pp.207-225.
Westerbeek, H & Smith, A (2003) Sport Business in the Global Marketplace (Chapter 6)
21st Feb

Week 6

/ L6. The politicisation of sport / Using examples from both home and abroad to illustrate your arguments, critically discuss the contention that the increasing link between sport and politics is both necessary and desirable.
Case study: International Cricket / Horne, J (2006) Sport in Consumer Culture (Chapter 5)
Horne, J, Tomlinson, A & Whannel, G (1999) Understanding Sport: An Introduction to the Sociological and Cultural Analysis of Sport (Chapter 7)
Houlihan, B (2008) Politics, power, policy and sport, in: Houlihan, B (ed.) Sport and Society: a student introduction, pp.33-55.
Roche, M (2007) Sport and Community: Rhetoric and Reality in the Development of British Sport Policy, in: Tomlinson, A (ed.) The Sport Studies Reader, pp.142-149.
28th Feb

Week 7

/ L7. Issues of governance and ethics in sports business / Seminar debate: In groups, students will be expected to present a 3min case on the ethical topic they are given. Cases will be chosen during seminar time in Week 6.
Case study: FIFA / Jarvie, G (2006) Sport, Culture and Society (chapter 7)
Staurowsky, EJ (2004) Piercing the veil of amateurism: commercialisation, corruption and US college sports, in: Slack, T (ed.) The Commercialisation of Sport, pp.143-163.
Henry, I & Lee, PC (2004) Governance and ethics in sport, in: Beech, J & Chadwick, S (eds.) The Business of Sport Management, pp.25-42.
Walsh, A & Giulianotti, R (2010) Moral philosophy out on the track, in: McNamee, M (ed.) The Ethics of Sports, pp.404-412.
7thMar

Week 8

/ L8.Sport, markets and social division I / Critically discuss the view that the increasing empowerment of females in (many) contemporary societies is reflected in their sporting opportunities.
Case study: LPGA Tour / Horne, J (2006) Sport in Consumer Culture (Chapter 7)
Jarvie, G (2006) Sport, Culture and Society (Chapters 15)
McDonald, MG (2005) Model behaviour? Sporting feminism and consumer culture, in: Jackson, SJ & Andrews, DL (eds.) Sport, Culture and Advertising, pp.24-38.
Pronger, B (2000) Homosexuality and sport: who’s winning? In: McKay, J; Messner, MA & Sabo, D (eds.) Masculinities, Gender Relations and Sport

14thMar

Week 9 / L9. Sport, markets and social division II / Critically discuss the view that, rather than challenge racism, sport (at all levels) actually reinforces the problem.
Case study: The Homeless World Cup / Jarvie, G (2006) Sport, Culture and Society (Chapters 16 & 17)
Wilson, B (2005) Race, representation, and the promotional culture of the NBA: the Canadian case, in: Jackson, SJ & Andrews, DL (eds.) Sport, Culture and Advertising, pp.100-118.
Horne, J, Tomlinson, A & Whannel, G (1999) Understanding Sport: An Introduction to the Sociological and Cultural Analysis of Sport (Chapter 6)
21st Mar

Week 10

/ L10. Sport, nationalism and identity / Discuss critically the contribution made by Scottish sport to Scottish national identity. What (if anything) can an understanding of sport give to our understanding of a nation’ssociety?
Case study: Highland Games / Horne, J (2006) Sport in Consumer Culture (Chapter 6)
Houlihan, B (2008) Sport and the globalisation, in: Houlihan, B (ed.) Sport and Society: a student introduction, pp.553-573.
Hargreaves, J (2000) Heroines of Sport (Chapter 4)
Jarvie, G (1989) Culture, social development and the Scottish highland gatherings, in: McCrone, D, Kendrick, S & Straw, P (eds.) The Making of Scotland, pp.189-206.
28th Mar

Week 11

/ L11. Sporting spaces: the consumption and meaning of place / Using Foucault’s concept of ‘panopticism’ as a starting point (Giulianotti, 2005) critically discuss the behaviour of sporting participants and spectators in sporting spaces.
Case study: Skateboarding / Collins, MF (2008) Sport and recreation and the environment, in: Houlihan, B (ed.) Sport and Society: a student introduction, pp.439-468.
Lewis, M (2001) Franchise relocation and fan allegiance, Journal of Sport & Social Issues 25(1), pp.6-19.
Donnelly, P (2004) Playing with Gravity: Mountains and Mountaineering, in: Vertinsky, P & Bale, J (eds.) Sites of Sport, pp.131-144.
Giulianotti, R (2005) Sport: A Critical Sociology (Chapter 8)
4th Apr

Week 12

/ L12. The sporting body: differential markets, lifestyle and the lifecycle / Critically evaluate the extent to which contemporary sport can only be understood via discourses of the body, particularly in terms of displaying the body, working the body, and risk to the body.
Case study: X-Games / Jarvie, G (2006) Sport, Culture and Society (Chapter 10)
Giulianotti, R (2005) Sport: A Critical Sociology (Chapter 7)
Wacquant, LJD (1995) Pugs at work: bodily capital and bodily labour among professional boxers, Body & Society 1(1), pp.65-93.
Frew, M & McGillivray, D (2005) Health clubs and body politics: aesthetics and the quest for physical capital, Leisure Studies 24(2), pp161-175.

Assessments

Written assignments should be submitted to the Programmes Office (W117) and electronically via Blackboard

Individual essay: Week 11 submission of essay (Friday 1st April 2011 at 4pm)

Students are asked to prepare an individual essay, from the choice of the two questions below:

a) “Sport and the media have both a global and local scope of operation and are bound together in a complex network of relationships” (Stead, 2008). Reflecting upon theory and cases of practice, critically evaluate the positive and negative consequences of sport’s contemporary marriage to the media.

or

b) Using both theory and examples to support your arguments, critique the impact of a more commercialised and commodified sports world, taking into account sport's capacity to champion more, so called, positive values.

The word limit for the essay is 3000 words. Submissions should be made to the Programmes Office (room W117) on Friday 1st April 2011 by 4pm, and electronically via the module Blackboard site.

1. Examination (60%): Week 13-15

To meet requirements of the following four learning outcomes:

1) Critically evaluate competing theories that seek to explain the emergence and impact of modern sport;

2) Critically review the role and impact of contemporary media technologies, institutions and discourses on sport and physical activity;

3) Critically analyse sport in relation to contemporary sport business strategies and the commodification of the sector.

4) Review critically the relationships between sport, industry and identity.

Feedback Strategy

In accordance with the Department of Cultural Business Feedback Strategy this module adopts three mechanisms for feedback. These are related to the general module content, formative and summative assessments, and are:

Discussion Board – through the Blackboard portal students will be able to access a ‘module issues’ discussion board. This mechanism provides on going feedback for students. Here students can post questions regarding general module content and any issues which may arise. Anonymous posts are enabled on this board. Feedback for this discussion board will be given within one week of posting.

Individual Written Assessment – the individual written assessment will provide formal feedback via the ‘Assessment Marking Criteria and Feedback’ proforma shownin the module handbook. Students will be able to access such feedback within 3 weeks of the submission date. Further to this, time will be given in class seminars for students to discuss their assessment results with module staff.

Final Examination –following thefinal exam (completed within the exam period of Trimester 2), formal feedback will be available via the ‘Examination Marking Criteria and Feedback’ proformashown in themodule handbook. Students will be able to access such feedback within3 weeksof the examination.

LEISURE SUITE COURSEWORK SUBMISSION COVER SHEET AND MARKING CRITERIA

ALL STUDENTS MUST ALSO SUBMIT THEIR ASSIGNMENT COMPLETE WITH THIS COVER PAGE ELECTRONICALLY. PLEASE CONSULT YOUR MODULE HANDBOOK FOR HELP WITH THIS REQUIREMENT

STUDENT NAME
MODULE:
ASSIGNMENT:
DATE OF SUBMISSION:
WORD LENGTH

NOTE: ASSIGNMENTS EXCEEDING THE STATED WORD LENGTH BY MORE THAN 10% WILL BE DEDUCTED 10% FROM THE FINAL MARK AWARDED

ASSIGNMENT CRITERIA / WEIGHTING (%) / ACTUAL MARK (%)
Presentation / 10
Direction, coverage and sequencing / 15
Depth and breadth of theoretical understanding / 20
Use of relevant examples/evidence / 20
Standard of analytical and evaluative discussion / 25
Conclusions / 10
PENALTY FOR EXCEEDING WORD COUNT BY 10% / (-10%)
Feedback:
Final Mark: ___%
MARKED BY:
DATE MARKED:

GlasgowCaledonianUniversity

CaledonianBusinessSchool

Department of Cultural Business

ASSESSMENT FEEDBACK ON – Examination (60%)

Student Name:
Module: / Sports Commerce, Media and Identity (MHN820575)
Weighting: / 60%
Feedback From: / Aaron McIntosh
Submission Date:
Date Marked:
Question /

Comments

/ %
1
2
3
Overall Comments:

Final Mark (%):

0-29% / 30-39% / 40-49% / 50-59% / 60-69% / 70%+
Structure
Relevance / Little or no relevance to the assignment. / Response lacks relevance to the assignment / Attempts have been made to respond but this is limited in its scope / Response almost fully adheres to the assignment but loses focus in places / Response adheres to elements of the assignment but some key areas could be developed. / Response adheres fully to all elements of the assignment
Sequencing / Very poorly structured, missing key components. / Under developed and poorly structured response / Attempts have been made to structure response but fails to fully support it / Structure is satisfactory although further development may have enhanced / Well structured and well written with only minor faults. / Well written, providing a well developed and structured argument
Knowledge and Understanding
Theory / Little or no theoretical material used. / Little understanding shown / Some understanding but without clear links to purpose of response / Sound discussion of relevant theory (some small mistakes evident) with some linkage to purpose of response / Solid discussion of relevant theory and consistent links to purpose of response / Full and precise understanding of theory demonstrated with sufficient depth to underpin response
Practical Application / No attempt to link theory to practical application. / Very limited attempt to integrate theory with practical application / Limited attempt to integrate theory with practice / Makes linkage between theory and practice using examples where required but could be further developed / Good links between theory and practice. Minor omissions or poor choice of example in places possible. / Demonstrates clear links between theory and practice using relevant examples where appropriate
Use of Evidence
Range of Materials Used / Little or no appropriate supporting material used. / Limited range of materials used. / Attempts have been made to expand on course materials but this is limited / Reasonable attempts have been made to use materials other than those required of the module although in places lack relevance to purpose of the response / Uses a good range of materials including non-course readings, links well to purpose of response. / Wide range and scope of materials used which are relevant to the point being made
Originality / Reflection / Stated positions unsupported or no clear position developed. / Little evidence to support stated position / Stated position based on evidence / States and defend position using evidence in places / States and defends position throughout using appropriate evidence. / Imaginative and demonstrating originality
Analysis and Evaluation
Analysis / Purely descriptive with no real attempt to make analytical points. / Lacks analysis, overly descriptive / Some attempts made to make analytical points although this is limited / Reasonable level of analysis demonstrated / Good level of analysis demonstrated. / High level of analysis made with analytical points being highly relevant to the response
Limitations / No consideration. / Some consideration but not expressed well. / Some identified / Some identified with possible solutions presented / Limitations considered and discussed with appropriate solutions offered. / Clear understanding demonstrated
Critical Reflection / No reflection evident on points being made. / Little attempt made to reflect upon points being made / Some attempts made to reflect upon position although this is limited / Reasonable level of critical reflection demonstrated / Good level of critical reflection demonstrated / High level of critical reflection demonstrated, this has been well thought out and is highly relevant to the response
Conclusions
Conclusion / No conclusions / Brief conclusion, limited in scope. / Summarises main points made / Attempts to draw valid conclusions from response and offers level of critique / Valid conclusions drawn and a good critique offered in response to assignment. / Draws valid conclusions from throughout response and demonstrates full critique of the points made
Recommendations (where applicable) / No recommendations / Only limited attempts to recognise flaws or offer improvement. / Acknowledges flaws but fails to address them / Shows some understanding and critique of points made and offers some recommendations as to how they may be overcome / Good understanding displayed and good recommendations made to overcome critique. / Demonstrates a full appreciation of limitations and offers comprehensive recommendations as to how these may be resolved

Essential Reading

A series of journal articles and book chapters will be prescribed each week. You are expected to manage this reading in your reading sets and disseminate these to the cohort following the schedule given by the module leader. Furthermore, an additional list of recommended and supplementary texts is listed below.

Set book

Horne, J. (2006) Sport in Consumer Culture. Basingstoke: Palgrave MacMillan.