Socio-Cultural Influences

• People who influence the Activities you do:

  • Family
  • Friends
  • Role Models
• Commercialisation- Commercialisation refers to the managing or exploitation of a system, buisness, or product for a financial gain.
• Sponsorship is the provision of money, equipment, clothing/footwear or facilities to an individual, team or event in return for some financial gain.
• Examples of media in sport:

  • Social media
  • Newspaper
  • Radio Broadcasts
  • Television companies
• The media pay so they can cover the sport, which means people will buy their newspaper or watch their TV show.
• Broadcasting sports on television and the internet means it now reaches an even larger, global audience- this is known as the globalization of sport.
• Social media gives fans new ways to see their favorite sports stars and further promotes sponsorship.
• Sponsorship and sport:

  • Sponsorship deals mean companies can associate their name with the prestige of successful sportspeople and teams. This is an effective form of advertising, which helps the sponsor to make more money.
  • These deals mean big money for sport- which can be spent on development of equipment, stadium and facilities. This can benefit the players and spectators. This money can also pay for technology to help officials.
• Sponsorship money means players and officials can be paid good wages, and players can train full-time. This benefits everyone, because they will perform better.
• The Media and Sport:

  • The media pay for the rights to cover sporting events, which provides investment for sports to develop at lower levels.
  • Media coverage makes more people aware of the sport, so more people may play it or watch it.
  • Media coverage of elite players and athletes can create role models who inspire people to play.
  • Media can make sportspeople stars but players private lives may be disrupted.
• The Media and Sport:

  • Being able to watch TV or the internet, rather than going to the game can save fans money. However, fewer fans buying tickets means losses in ticket sales for the sport and a poorer atmosphere at the stadium for spectators.
  • Media analysis of games can also educate spectators, so they understand the sport better.
• Sponsorship and the Media:

  • The more media coverage a sport gets, the more people watch it. This makes sponsorship more valuable, as it can reach a larger audience.
  • This increases the likelihood of sponsorship and means the sport and players can demand more money for their sponsorship deals.
• Disadvantages of Sponsorship:

  • Sometimes the money is only available for the top players and teams, so benefits the elite- not the sport as a whole.
  • It could all turn nasty- if an athlete gets injured, loses their form or gets a bad reputation they could lose their sponsorship deal. Bad behaviour by an athlete reflects badly on the sponsor too and could damage the company's reputation.
  • Athletes can get into trouble with their sponsor if they are caught using another company's products
• How can Technology improve playing standards:

  • Helps to train athletes as it analysis their weaknesses.
  • New materials are used to make sporting equipment and clothes more effective- from shoes to swimming costumes to tennis rackets. This helps players to reach new levels of performance.
  • Improvements to training facilities, like all-weather pitches, mean that training doesn't have to stop for bad weather. This allows athletes to spend more time training.
• How can Technology improve playing standards:

  • Makes sport safer, such as better protective clothing and better playing surfaces. Also medical advancements have made recovering from injury easier.
  • Video footage has made player analysis and improvements easier.
  • Very expensive so only people with money can reach the highest level.
• Technology can help officials to make correct decision:

  • Hawk-eye in tennis
  • Decision review system in cricket
  • TMO in rugby
  • Goal line technology in football
• Sportsmanship- Means playing within the rules, upholding the spirit of the game and using sports etiquette.
• Contract to compete- Is an agreement between competitors to comply with all the rules both written and unwritten.
• Etiquette- Following the unwritten rules and conventions of the activity.
• Gamesmanship- Is gaining an advantage by using tactics that push the rules without breaking them, E.g time wasting in football.
• Performance enhancing drugs:

  • Anabolic Agents (Steroids)
  • Diuretics
  • Narcotic Analgesics
  • Peptide Hormones
  • Stimulants
  • Beta Blockers
• Anabolic Agents (Steroids):

  • Mimics the male sex hormone testosterone.
  • Testosterone increases your bone and muscle growth, so you can get bigger and stronger, but also more aggressive.
  • Helps with faster recovery from exercise and commonly taken by sprinters.
  • But they cause high blood pressure, heart disease and infertility.
• Diuretics:

  • Increase the amount you urinate, causing weight lose, which benefits you if you're competing in a certain weight division.
  • But they can cause cramp, dehydration, loss of salts.
• Narcotic Analgesics:

  • Blocks the feeling of pain
  • But they're addictive and can make the athlete overtrain.
• Peptide Hormones:

  • Cause the production of other hormones- similair to anabolic agents.
  • EPO is a peptide hormone that causes the body to produce more red blood cells. This increases oxygen-carrying capacity and endurance.
  • But they cause heart problems and diabetes.
• Stimulants:

  • Affects the central nervous system
  • They can increase mental and physical alertness
  • But they can lead to strokes, liver problems and are addictive.
• Beta Blockers:

  • Reduce heart rate, muscle tension, blood pressure and the effect of adrenaline.
  • They have a calming and relaxing effects improving fine movements.
  • But they can can nausea, weakness, cramp and heart failure.
• Causes of Hooliganism:

  • Rivalry between fans
  • Alcohol or drugs, which can fuel aggression and violence
  • Frustration with decisions made by officials
  • Peer pressure and a display of masculinity.
• Hooliganism methods of prevention:

  • Earlier kick-off times
  • Making the stadium all-seated
  • Split the two teams fans into sections
  • Increase the numbers of police and stewards
  • Banning for people who have committed in the past
• Fewer women participate in sport because:

  • Many women's events have a lower profile than men's as they get less media coverage, so therefore fewer role models are available to inspire the younger generations.
  • Less media coverage means less sponsorship for women's sport, meaning fewer opportunities and less money for women to do sport at a high level.
  • Outdated and stupid attitudes and comments about women activities and sports.
  • Gender stereotyping about sports which involve contact or aggression.
• Ethnicity and religion have an effect on participation:

  • Many Muslim women keep their bodies covered up. This means they are less likely to participate in activities such as swimming.
  • Religious festivals and days may have an impact on when you can play sport. For example Christians on a Sunday may not play as it's the Sabbath.
  • Racism and racial abuse
• Disability can influence participation in sport:

  • Having a disability can limit the physical activities you can do.
  • The opportunities in sport and access to sporting facilities for disabled people used to be limited.
• Ways to improve disabled participation:

  • Adapting sports to make them more accessible for disabled people, e.g wheelchair basketball.
  • Creating new sports such as goal ball for blind people.
  • Including people in activities alongside non-disabled people.