| Because of these dependencies a widespread and | | | | Formula One car as ‘The most powerful |
| fundamental public debate about advertising and | | | | advertising space in the world’. …. In a |
| its influence on information and freedom of | | | | cohort study carried out in 22 secondary schools |
| speech is difficult to obtain, at least through the | | | | in England in 1994 and 1995 boys whose favourite |
| usual media channels; otherwise these would saw | | | | television sport was motor racing had a 12.8% |
| off the branch they are sitting on. “The notion | | | | risk of becoming regular smokers compared to |
| that the commercial basis of media, journalism, | | | | 7.0% of boys who did not follow motor |
| and communication could have troubling | | | | racing.”[63] |
| implications for democracy is excluded from the | | | | Not the sale of tickets but transmission rights, |
| range of legitimate debate” just as | | | | sponsoring and merchandising in the meantime |
| “capitalism is off-limits as a topic of legitimate | | | | make up the largest part of sports |
| debate in U.S. political culture”.[57] | | | | association’s and sports club’s revenues |
| An early critic of the structural basis of U.S. | | | | with the IOC (International Olympic Committee) |
| journalism was Upton Sinclair with his novel The | | | | taking the lead. The influence of the media |
| Brass Check in which he stresses the influence of | | | | brought many changes in sports including the |
| owners, advertisers, public relations, and economic | | | | admittance of new ‘trend sports’ into the |
| interests on the media. In his book “Our | | | | Olympic Games, the alteration of competition |
| Master's Voice – Advertising” the social | | | | distances, changes of rules, animation of |
| ecologist James Rorty (1890–1973) wrote: | | | | spectators, changes of sports facilities, the cult of |
| "The gargoyle’s mouth is a loudspeaker, | | | | sports heroes who quickly establish themselves in |
| powered by the vested interest of a two-billion | | | | the advertising and entertaining business because |
| dollar industry, and back of that the vested | | | | of their media value[64] and last but not least, the |
| interests of business as a whole, of industry, of | | | | naming and renaming of sport stadiums after big |
| finance. It is never silent, it drowns out all other | | | | companies. “In sports adjustment into the |
| voices, and it suffers no rebuke, for it is not the | | | | logic of the media can contribute to the erosion of |
| voice of America? That is its claim and to some | | | | values such as equal chances or fairness, to |
| extent it is a just claim...”[58] | | | | excessive demands on athletes through public |
| It has taught us how to live, what to be afraid of, | | | | pressure and multiple exploitation or to deceit |
| what to be proud of, how to be beautiful, how to | | | | (doping, manipulation of results …). It is in the |
| be loved, how to be envied, how to be | | | | very interest of the media and sports to counter |
| successful.. Is it any wonder that the American | | | | this danger because media sports can only work |
| population tends increasingly to speak, think, feel in | | | | as long as sport exists.[64] |
| terms of this jabberwocky? That the stimuli of | | | | [edit] Occupation and commercialisation of public |
| art, science, religion are progressively expelled to | | | | space |
| the periphery of American life to become marginal | | | | Every visually perceptible place has potential for |
| values, cultivated by marginal people on marginal | | | | advertising. Especially urban areas with their |
| time?"[59] | | | | structures but also landscapes in sight of through |
| [edit] The commercialisation of culture and | | | | fares are more and more turning into media for |
| sportsfree articles directory | | | | advertisements. Signs, posters, billboards, flags |
| Performances, exhibitions, shows, concerts, | | | | have become decisive factors in the urban |
| conventions and most other events can hardly | | | | appearance and their numbers are still on the |
| take place without sponsoring. The increasing lack | | | | increase. “Outdoor advertising has become |
| arts and culture they buy the service of | | | | unavoidable. Traditional billboards and transit |
| attraction. Artists are graded and paid according | | | | shelters have cleared the way for more |
| to their art’s value for commercial purposes. | | | | pervasive methods such as wrapped vehicles, |
| Corporations promote renown artists, therefore | | | | sides of buildings, electronic signs, kiosks, taxis, |
| getting exclusive rights in global advertising | | | | posters, sides of buses, and more. Digital |
| campaigns. Broadway shows, like ‘La | | | | technologies are used on buildings to sport |
| Bohème’ featured commercial props in its | | | | ‘urban wall displays’. In urban areas |
| set.[60]free articles directory | | | | commercial content is placed in our sight and into |
| Advertising itself is extensively considered to be a | | | | our consciousness every moment we are in public |
| contribution to culture. Advertising is integrated | | | | space. The German Newspaper ‘Zeit’ |
| into fashion. On many pieces of clothing the | | | | called it a new kind of ‘dictatorship that one |
| company logo is the only design or is an important | | | | cannot escape’.[21] Over time, this domination |
| part of it. There is only little room left outside the | | | | of the surroundings has become the |
| consumption economy, in which culture and art | | | | “natural” state. Through long-term |
| can develop independently and where alternative | | | | commercial saturation, it has become implicitly |
| values can be expressed. A last important sphere, | | | | understood by the public that advertising has the |
| the universities, is under strong pressure to open | | | | right to own, occupy and control every inch of |
| up for business and its interests.[61] Inflatable | | | | available space. The steady normalization of |
| billboard in front of free articles directory a sports | | | | invasive advertising dulls the public’s |
| stadium | | | | perception of their surroundings, re-enforcing a |
| Competitive sports have become unthinkable | | | | general attitude of powerlessness toward |
| without sponsoring and there is a mutual | | | | creativity and change, thus a cycle develops |
| dependency. High income with advertising is only | | | | enabling advertisers to slowly and consistently |
| possible with a comparable number of spectators | | | | increase the saturation of advertising with little or |
| or viewers. On the other hand, the poor | | | | no public outcry.”[65] |
| performance of a team or a sportsman results in | | | | The massive optical orientation toward advertising |
| less advertising revenues. Jürgen Hüther and | | | | changes the function of public spaces which are |
| Hans-Jörg Stiehler talk about a ‘Sports | | | | utilised by brands. Urban landmarks are turned into |
| Media Complex which is a complicated mix of | | | | trademarks. The highest pressure is exerted on |
| media, agencies, managers, sports promoters, | | | | renown and highly frequented public spaces which |
| advertising etc. with partially common and partially | | | | are also important for the identity of a city (e. g. |
| diverging interests but in any case with common | | | | Piccadilly Circus, Times Square, Alexanderplatz). |
| commercial interests. The media presumably is at | | | | Urban spaces are public commodities and in this |
| centre stage because it can supply the other | | | | capacity they are subject to “aesthetical |
| parties involved with a rare commodity, namely | | | | environment protection”, mainly through |
| (potential) public attention. In sports “the | | | | building regulations, heritage protection and |
| media are able to generate enormous sales in | | | | landscape protection. “It is in this capacity that |
| both circulation and advertising.”[62] | | | | these spaces are now being privatised. They are |
| “Sports sponsorship is acknowledged by the | | | | peppered with billboards and signs, they are |
| tobacco industry to be valuable advertising. A | | | | remodelled into media for advertising. |
| Tobacco Industry journal in 1994 described the | | | | |