Communication and Culture | Media in the Global Context (Topic: International Sports Media)
C202 | 6059 | Guschwan, M.

TuTh, 9:30 AM-10:45 AM, TE F256
Required film screening: W, 7:00 PM-10:30 PM, TE F260

Fulfills College S&H Requirement
Fulfills College Culture Studies Requirement (List A)

Instructor: Matt Guschwan
Office: 800 E. 3rd St. – room 281
Phone: 856-3405

The overall aim of this course is to introduce students to the
political-economic foundations of the media industries in the global
context.  We will examine the fundamental notions of globalization
and consider how media, and in particular, sports media, are
involved in “globalizing processes.”

Sport transcends geographic, linguistic, cultural and religious
barriers throughout the world. The nearly universal appeal of sport
gives certain sports media unique power in the marketplace. This
course will consider the ways in which sport is packaged, sold and
used by media corporations to further economic, political and social

We will start the course by discussing definitions of globalization.

Next, we will examine the structural and institutional foundations
of the media industries.  We will then consider case studies drawn
from multi-national corporations operating in the U.S., Western
Europe and Asia that illustrate the notions of globalization.

Key questions we will ask include: What value are sports media to
television networks?  What effect do sport media have on the
formation of a diversified media landscape?  What effect do
international sport media have on local cultures?   How to sports
media spur new media
technology? We will look at the Olympics and the World Cup as
examples of truly global media events that attract billions of
viewers, and therefore, billions of dollars.  We will consider the
ways in which multi-national corporations, such as Rupert Murdoch's
Newscorp, have used televised soccer to challenge the role of state
run television corporations in England and Italy.
We will examine the ways in which global media has created
international stars (and salesmen) such as Michael Jordan, David
Beckham and Yao Ming.  We will consider the ways in which clothing
manufacturers such as Nike and Adidas have become truly global
brands through their close association with sports stars and with
sports media and advertising.

Though sports oriented, this class will cover broader notions of the
media industries.  This course will require students to complete a
substantial research paper on a topic relevant to the course.