The Role Of Media As A Powerful Medium That Shapes And Reflects The Beliefs, Attitudes, And Values Of Society

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Character Portraits Mass media is a powerful medium that shapes and reflects the beliefs, attitudes, and values of society. Through mass media, we are able to expand our knowledge and understanding of social concepts embodied in sports. Duncan(1992) conducted a study of female presentation in sports which examined male and female athletes presentation. She saw that there was a notable difference in the way commentators referred to men an women athletes. Women were referred to as “girls” or “women” and were also at times identified by their first name. Men on the other hand were never called “boys” but were referred to as “men”, “young-men”, or “young fellas” (Duncan, 1992). The descriptions of of male and female athletes also differed. Commentators often described men using words that communicated strength using words such as “big”, “strong” and “aggressive while using terms that indicated weakness to describe women such as “fatigued”, “panicked” and “vulnerable” (Duncan, 1992). When describing plays by men, commentators used language that indicated power to create imagery. For instance “explode” vs. “go to” and “misfire” vs. “miss”. Women were far more likely to be characterized as failures in comparison to men (Duncan, 1992). Language Sports media has played a significant role in supporting the concepts of male dominance. The language of sports announcers greatly reinforce the developing division between male and female athletes and mirrors traditional norms and

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