This report purposes at analyzing the position of the modern media in football, and how commercial agendas affect the organization and operations of the media in football. To bring out a comprehensive evaluation, the theoretical perspective of sports is related to the role of modern media in football. The case under study is the football match between two teams,Manchester City versus FC Barcelona,^themedia has a great role

TABLE OF CONTENTS

Title page………………………………………………………………………………………………………………….1

Executive Summary…………………………………………………………………….…………2

Table of Contents……………………………………………………………………………….…3

Introduction…………………………………………………………………………………….….4

Theoretical Perspectives in Media and Sports……………………………………………….……4

Modern Media and its Relation to Professional Football………………………………………….6

Media Operation in the Field and Media Rights…………………………………………………..8

Media Production and Commercial Concerns in Football……………………………………….11

Conclusion……………………………………………………………………………………….13

References………………………………………………………………………………………..14

INTRODUCTION

The role of the media in football cannot be overemphasized. The media starts playing its role before the match starts, during the match, and after the match,football. The match between clubs, Manchester City and the FC Barcelona, which was played in the Etihad Stadium on the 18^th of February 2014, is considered. The paper also discusses theoretical perspectives in relation to this football and takes a standpoint on one theoretical perspective. Finally, it will look at the commercial agendas that feature in modern media organizations, and how these agendas affect their operations in the field. The paper is divided into sections.

THEORETICAL PERSPECTIVES IN MEDIA AND FOOTBALL

while others have theorized sports through specific theories, like the theory of globalization. Remiorz (n.d) outlines the sociological theories as they apply in sports. The functionalist perspective assumes that sports do not change the status quo (Remiorz n.d). It theorizes that,It has failed to recognize the dynamic nature of sports, and it considers sports as a stable, social institution. It only considers sports as being controlled by the wealthy in the society to expand their agendas. In other words, the functionalist perspective does not bring out the social construction of sports.

The conflict theory of sports considers sports as tools owned and used by the wealthy, in the society (Giulianotti and Robertson, 2004). It postulates that, sports are controlled and used by the economically mighty in the society, to expand their motives of continuously becoming rich. It assumes that every society is based on economic power, money and wealth, and applies the capitalistic principles of Marxism to explain theory in sports. In other words, this theory has assumed that, all aspects of the society revolve around economic interests. Going by this, the theory assumes that the economic giants force inequality to prevail in society. In the study of media and sports, the conflict theory helps in understanding the connections between sports and power dynamics (Remiorz n.d). It is connected with the functionalist perspective in that; it sees the society as a social system, where inequality has to exist, so that the wealthy can make profits. However, the assumption made by the conflict theory of sports is questionable. The theory only assumes that sports are, is not valid.

The critical theory of sports is based on the assumption that, sports are avenues where cultural values are shared. It makes the assumption that, societies and groups share interests and values. It also assumes that social life is characterized by coercion, compromise and negotiation agreements. It also recognizes that cultural values and interests change as time changes (Remiorz n.d). It has an aspect of the will to transform the tenets of social life. This is aimed at reducing oppression and expression. Although the critical theory focuses on the need to share cultural values and interests, it does not state clearly how sports contribute to sharing of values and interests (Giulianotti and Robertson, 2004). Further, critical theories oppose preservation of some aspects, even if they are beneficial, in their attempt to show that sports lead to transformation of the society.

The feminist theory of sports looks at sports as an activity that is defined on gender lines. According to Hylton (2005), activities in sports are linked to men and masculinity. Birrel argues that masculinity is regarded very important feature in sports, in terms of defining qualification. She postulates that, getting a position, or a good chance in the sports arena, depends on the masculine features of a person. In this way, the critical feminist theory looks at ways in which people with feminine qualities, including women and girls have been excluded in the field of sports. In relation to gender and sports, the theory takes the view that; women and the feminine gender have been denied equal coverage.

The interactionist perspective of sports considers that, sports are avenues in which people interact and share ideas. It postulates that sports give human beings a chance to interact with one another and give meaning to life. The fault with this perspective is that it does not explain the relationships between sports and the dynamics of power (Hylton 2005). It also does not provide a clear guideline of how sports need to be organized, in order to achieve the goal of interactions.

Some other theories have been put forward to explain the relationship between media, sports and the society. An example is the globalization theory (Giulianotti and Robertson 2004)During their match on 18^th February 2014, many media organizations were engaging fans around the world. At that particular moment, the world was divided into two imaginable communities, those cheering Manchester FC, and those cheering Barcelona FC.

This paper adopts the conflict theory of sports and shows that; the wealthy in the society have transformed the sports industry to a business venture, leaving the have-nots only to cheer the game.

MODERN MEDIA AND ITS RELATION TO PROFESSIONAL FOOTBALL

The media has an extremely great role to play in football. Football is one of the games that have the highest following by fans and media coverage in the world. Encyclopedia Britannica (2014) records that football counts as the most popular game in the world. Coverage of football, especially in the western world starts before the match and lasts forever in history. The proliferation of media forms and organizations, as well as, sports-media business has tremendously increased media coverage of sports, especially football, over the recent few years. Organizations range from local to international media, social media to print media, and they are all popular in covering news on football.

The proliferation of social media has greatly transformed media coverage of football activities (Hancherick 2011). Social media, like Facebook, are very effective in transmitting information about football, because of the many organizations that use it. Regarding the game between Manchester City versus Barcelona FC, on the 18^th day of February 2014, many organizations and individuals updated their audience of immediate developments as it happened. For example, when Martin Demichelis was dismissed on the 53^rd minute, information circulated through all social media, to report the development and to emphasize that Manchester City would play as a ten-man team. Information circulated also in twitter, and media houses posted on their Facebook and twitter accounts.

The emergence of sports channels in the recent past has impacted greatly in football coverage. Hancherick (2011) asserts that, such organizations randomized the sports media industry, and caused a tremendous increase in the number of fans, for a very short period. An example is Supersport, which covers both local and international football. Since the emergence of the Supersport, many people in the world are subscribed to DSTV, and other provider’s channels, in order to follow proceedings in the match. These channels provide both live broadcasts, and professional analysis, and this makes them attract a large following worldwide. In line with the conflict theory of sports, these channels use the opportunity to exploit their audience. Commercial companies pay them a lot of money to advertise goods and services to the fans watching. Sometimes the proceeds of a live broadcast are interrupted in order to make a commercial advertisement (Hudson n.d).

The radio and the television are equally used in broadcasting football matches. Manchester City is a team that commands a global following throughout the world. Barcelona FC is also known in the whole world. The teams’ fans are as far as areas which are in short of some advances in technology, like Supersport and other channels. People in these areas still rely on the radio to follow proceeds. The advantage of the radio to air live broadcast to them impact greatly. The television too broadcasts live, and at some parts of the world, people surround a television box in order to follow the proceedings of the match.

(2014) run a promotion that was meant to win a few fans tickets into the Etihad Stadium. Such a promotion greatly serves to promote the game and to arouse expectations among fans. The print media is preferred because of its detailed analysis after the game.

The internet has emerged as a very preferred way of keeping fans informed about football. Social media and all immediate communications rely on the internet (Hancherick 2011). Sites over the net are run and operated by media houses and business people to keep people informed of every happening, in a planned match. For example, NFL.com recorded all the major events that happened in the match between Manchester City and FC Barcelona on the 18^th of February.

The interactions between media houses and the other stakeholders in the sports industry enhance broadcasting of information to the people. Media houses own a couple of broadcasting services which they use to reduce operational costs (Daily Mail 2014).

MEDIA OPERATION IN THE FIELD AND MEDIA RIGHTS

Media work is sometimes risky. During a football match, media houses have to make plans to secure a space for their operations. In a football match, especially in the UEFA Champions League, the media relations managers prepare a room where the media is allowed to interview the players they would wish to interview. Davies (2013) reports that Manchester United and Chelsea football clubs have some similarity in the way they deal with the media. Every time before the game starts, they allow the media to interview the players they would like to interview in the football field. According to the Davies (2013), the advantage of direct interviewing of the players by the journalists, is to prevent their news from being banned, in case they are not credible. Although a barrier exists between the players, the media and the press, the National Football Press Policy provides that players be allowed to speak to the press on a regular basis. This enhances access to information from the players. The policy also provides that the players and managers adhere to the regulation by availing themselves to provide information to the press. In line with the policy, defying a media interview can lead to a fine, or a disciplinary action.

improve the press facilities and enhance media rights. Davies argues that, the freedom enjoyed by the Press in America is far beyond that enjoyed by press in Europe. In England, a preparation for a big match like the Barclays Premier League can take place with only one player addressing the press, and the manager addressing the press only once. This is very different with the case in America, where players and the manager address the press frequently. , there is a clause in the National Football League policy that emphasizes cooperation with the media. The clause notes that cooperating with the media is necessary for financial prosperity, and for sustenance of popularity. However, Davies (2013) notes that English clubs usually ban press members when they cover negative stories about them, even when the stories are true.

The ownership and broadcasting rights in football havebeen a controversial issue, especially before 2003. However, the European Commission made a policy paper in the year 2003, to regulate the allocation of media rights to media associations (Competition Policy 2003). According to the policy, UEFA was to continue owning TV rights, then sell them to a pay-TV. However, main rights would be split so that the winning broadcaster would own the best package. This policy was advantageous in offering opportunities to new media operators in the field. It also removed the restriction that had been there, where one media house would be given all the rights.

The joint selling policy came up with a restrictive policy, giving the UEFA exclusive rights to be selling the media rights on behalf of some clubs under it (Competition Policy 2003). According to this resolution, the commission established a common point of sale for products that are league-branded. This is very advantageous in a league like the UEFA champions league, because many teams come together. This also helps in dealing with international media, and members of the media who are from different nationalities. According to the commission’s policy, joint selling of media rights also enables them to promote the UEFA brand. This is very advantageous since a brand is very important in marketing. The joint media selling also allows the UEFA to provide the coverage to all the interested consumers, and also for a prolonged period. Considering the hybrid character of the champion’s league, like the game between Manchester City and Barcelona FC, providing coverage to all the consumers would not have been possible, without joint selling. This is because individual football clubs wouldn’t be able to make direct contracts with the media houses, to cover their games up to the finals. In such a case, the media company would require more rights, which would mean more costs on their side, making business difficult (Competition Policy 2003). Again the theory of conflict in sports comes up here. It is evident that the policy considered finances and the outputs. One reason for joint selling of media rights was to maximize sales. This ensures that the companies make as much profit as possible using football. This then confirms the theory of conflict in sports, where the wealthy in society use their wealth and economic muscle to exploit the have-nots, in the society.

wanted to know what happens to the winning team, and also to the defeated team.

The football clubs have benefited greatly from the resolution of the commission to sell media rights jointly. The commission set this policy in 2003, and from then, football clubs have set commercial departments that deal with sales and incomes from the sale of media rights. The Competition Policy (2003) notes that,

MEDIA PRODUCTION AND COMMERCIAL CONCERNS IN FOOTBALL

FC Barcelona, for example, is considered a loss in terms of money. The promises that are made by politicians and the money that changes hands when a match is played, confirms that the agenda is more economic than social. Also, the vigor and roughness in which players in football use their body, to the extent of seeming to forget the value of their bodies, shows a commercial agenda in play (Remiorz, n.d).

The European commission resolution of selling media rights jointly had a commercial orientation. A clause in the policy paper that was produced in 2003 shows that the commissioners realized that outsourcing jointly would be more lucrative. This affected the operations of the media to a great extent. For example, more media owners would access information primarily from the field, a task they couldn’t be able to do before this policy. The policy also contributed to an increase in the number of media houses attracting many from across the world. This led to increase in sales of media rights by UEFA. At the same time, media operations increased, and viewers got information more than before.

Commercialization of football and media operations in football has had far reaching consequences to the society, the media, and the players themselves. Hudson (n.d) notes that the traditions of the game for football have been far forgotten, due to the intervention of commercial agendas in the game. For example, the sale of tickets during the game between Manchester City and the FC Barcelona meant that, the poor who didn’t have money to purchase the tickets could not cheer the players from the field. In addition, media houses that did not have money to buy broadcasting rights could not broadcast to their viewers.

The implications of commercial agendas in football are tremendous. Hudson (n.d) notes that the commercialization orientation that football has undertaken has led to its expansion in a great degree. However, this expansion is related to the zeal to make money, identifying with the conflict theory of sports. Further, commercialization of sports has led to a rapid expansion of the media. Many media houses have emerged with a view to venturing in the football sector. An example is the Supersport Company, which specializes only on sports broadcasting.

The other aspect explaining the commercial interests found on sports sector, especially football, is the rate at which professional football matches have risen. Hudson (n.d) notes that every year records new leagues that have entered the market. The main interest is making money from the game. This clearly identifies with the assumption of the conflict theory of sports, which sees football as a way in which the wealthy make money. Hudson (n.d) observes that, the new premier leagues that emerge have been being sold, confirming the extent to which commercial agenda has been incorporated in the football sector. The proliferation of the many football matches has many implications in the media. It leads to opportunities for the emerging media companies to make money in the lucrative football sector.

The payments that are done to the football players are stunning. One wonders what entertainment is being provided, if the entertainers have to be paid at these rates. Looking at Manchester City, for example, Yaya Toure was paid money amounting to more than fifteen million USD in the year 2012 alone. The captain, Vincent Kompany, was paid 10.4 million GBD in the year 2012 (Forbes 2013). This club is listed as one of the richest in the world. On the part of Barcelona, it is listed as the world’s second richest football club (Forbes 2013). It has annual revenue of six hundred and thirteen million dollars. Interestingly, some of these clubs are owned by individual families. For example, Manchester City is owned by Mansour bin Zayed (Forbes 2013). These aspects of the game of football show the application of the conflict theory of sports. The ownership of the football game by some families and only individuals shows the capitalistic nature of the football game. The implications this has to the media are far reaching. The media may be prevented from covering events of a particular club, just because it is a private business. The payments of players at these rates show a society that can only be described with capitalistic terms. From the conflict theory of sports, one looks at the amount of money one player is pocketing per day, and compares it with the struggle that a fan had to undergo, in order to watch the match being played. According to Daily Mail (2014), many people from poor parts of the world used the extra coin they had to get a space in a club that offered DSTV services, with the intention of watching the match between Manchester City, and Barcelona FC. This shows high level capitalism in the world of football. On the same note, many media houses that cannot afford the economic power needed to buy media rights cannot afford to broadcast the match. Broadcasting is thus dominated by the giants in the media sector, like Supersport, leaving the less privileged media houses to broadcast second-hand information. This shows the extent to which commercial agendas affect the media industry, in relation to football.

CONCLUSION

Several theoretical standpoints have been put forward to explain the study of the modern media and, football. They include the critical theory, the feminist theory, the functionalist theory, the interactionist theory, and the conflict theory. The paper has taken the standpoint of the conflict theory, and showed that football is used by the economic giants to manipulate, and exploit the poor. Various media organizations are involved in broadcasting football, and they get rights from the UEFA, in the case of English football. A case study of the match between Manchester City and FC Barcelona shows that media was involved from Facebook, in social media to Daily Mail in print media. Commercial agendas affect media operations in football, and they have characterized English football in the recent past. They have far reaching implications to the media, players, and the society.

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