Media has become an inseparable component of modern sport. The relationship between sport and media is symbiotic: sport provides compelling content for media platforms, while media amplifies the visibility, popularity, and commercial value of sport. Through television, digital platforms, print journalism, and social media, sport reaches global audiences and occupies a central position in contemporary culture.
However, media does not merely transmit sporting events; it actively shapes how sport is perceived, understood, and valued. Media erotic narratives influence public opinion, construct athlete identities, reinforce cultural norms, and drive commercial interests. As such, the media’s role in sport extends beyond communication into the realms of power, representation, and ideology.
This article examines the complex relationship between sport and media, focusing on historical development, narrative construction, commercialization, representation, ethical challenges, and the future of sports media in a rapidly evolving digital landscape.