Sports stadium transforming into a television screen, symbolizing media influence.

Beyond the Game: How Media Shapes Our Sports Obsession

Reese Marlowe in Culture & Society December 2025 • 4 min read.

"Uncover the surprising ways media representation influences identity, community, and our understanding of sports culture."

We all know the thrill of watching our favorite team, the agony of defeat, and the shared joy of victory. But have you ever stopped to consider how much of that experience is shaped not just by the game itself, but by the media that surrounds it? From the newspaper headlines to the live television broadcasts and the endless online chatter, the media plays a powerful role in shaping our understanding of sports.

This article delves into the fascinating intersection of sports and media, exploring how different forms of media – from print to radio, television, and the internet – have influenced the way we perceive sports, athletes, and the communities that form around them. We'll examine how media coverage constructs narratives, reinforces cultural values, and even shapes the sports themselves.

Drawing on historical research and cultural analysis, we'll uncover the surprising ways in which media representation influences our understanding of identity, community, and the overall cultural significance of sports. Get ready to see your favorite games in a whole new light.

How the Press Created Modern Sport

Sports stadium transforming into a television screen, symbolizing media influence.

Before television and the internet, newspapers were the primary source of sports news. But their role went far beyond simply reporting scores. Early sports journalists actively shaped the sports landscape, creating events, building rivalries, and cultivating a dedicated fan base. The story of the New York Herald and its coverage of the 1849 boxing match between Tom Hyer and Yankee Sullivan illustrates it perfectly.

The Herald didn't just report on the fight; it manufactured the story. Owner James Gordon Bennett used the paper to promote the event weeks in advance, highlighting the personal animosity between the fighters and creating a sense of anticipation. The use of the telegraph allowed the paper to deliver results quickly, further enhancing the sense of excitement and solidifying the newspaper's role as a key player in the sports world. This event wasn't just covered, it was created by the press.

Creating Events: Newspapers sponsored events and created trophies to generate news and attract readers.
Building Personalities: They developed personalized backstories of athletes and created rivalries to engage audiences.
Setting the Stage: By devoting significant coverage and timed telegraphic items to give the impression of breaking news, they took fans on journey.

In France, newspapers played a similar role in popularizing cycling. Publications like Le Vélo and L'Auto organized races like the Tour de France, directly linking the success of the sport to the success of their publications. This symbiotic relationship between press and sport led to the rapid commercialization and professionalization of cycling and other sports.

The Ever-Evolving Relationship

From the printing press to the digital age, the relationship between sports and media has always been dynamic, each shaping the other in profound ways. Media not only reflect sporting events but also actively construct their meaning, influencing our perceptions of athletes, teams, and the values associated with sports.

As technology continues to evolve, so too will the ways in which we consume and engage with sports. Understanding this ever-evolving relationship is crucial for anyone seeking to understand the broader cultural significance of sports in our lives.

So, the next time you're cheering on your favorite team, take a moment to consider the powerful role the media plays in shaping that experience. It's a game within a game, one that shapes not only how we see sports, but also how we see ourselves and our communities.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1051/sm/2013072, Alternate LINK

Title: Sport And Media: Representing And Conceptualising Identity And Community

Subject: Orthopedics and Sports Medicine

Journal: Movement & Sport Sciences - Science & Motricité

Publisher: EDP Sciences

Authors: Hugh Dauncey, Geoff Hare

Published: 2013-10-03

Everything You Need To Know

How does the media shape our understanding of sports?

The media plays a powerful role in shaping our understanding of sports, including newspapers, television, and the internet. These forms of media have influenced how we perceive sports, athletes, and the communities around them. The media constructs narratives, reinforces cultural values, and even shapes the sports themselves, fundamentally transforming games into cultural phenomena.

What role did newspapers play in the creation of modern sport?

The media's role in creating and shaping modern sports is significant. The New York Herald, for example, went beyond reporting scores; it manufactured stories, built rivalries, and cultivated a dedicated fan base. James Gordon Bennett used the paper to promote events like the boxing match between Tom Hyer and Yankee Sullivan weeks in advance. This proactive approach solidified the newspaper's role as a key player in the sports world. Similarly, in France, publications like *Le Vélo* and *L'Auto* organized races, directly tying the success of sports to the success of the publications. This symbiotic relationship led to the commercialization and professionalization of sports.

How does media representation affect our understanding of identity and community?

Media coverage influences our perception of identity, community, and cultural values. It constructs narratives around athletes and teams, creating a sense of shared experience and belonging. By highlighting certain aspects of sports and athletes, media reinforces cultural values and shapes the way we understand the significance of sports in society. The media helps create a shared understanding of what is valued and celebrated within sports culture.

What are the different types of media discussed, and how have they shaped sports?

The various types of media, including print, radio, television, and the internet, all have shaped sports in different ways. Newspapers, like the New York Herald, were crucial in the early days, building events and fan bases. Television brought live broadcasts, expanding audiences and shaping the viewing experience. The internet has further transformed sports consumption through online news, social media, and streaming services. Each medium has adapted and evolved, continuing to construct meaning around sports and influencing our understanding of athletes, teams, and sports culture.

What are the broader implications of the media's influence on sports?

The implications of the media's influence are far-reaching. Media coverage can create and popularize sports, as seen with the New York Herald and cycling in France. It can also build and break the reputations of athletes and teams, affecting their careers and public perception. Furthermore, the values and narratives conveyed through media shape our cultural understanding of sports, influencing how we define success, community, and the overall significance of games in society. The ever-evolving relationship between sports and media continues to shape the landscape of sports culture.