Sport as an Agent for Social Change

1
Sport as an Agent for Social Change

• Module D Lesson 2
• Grade 11 Active, Healthy Lifestyles

2
The Media and Sport Partnerships

• Print media
• Electronic media
• Sport, sport media, large corporations and
  business are all linked
• Educate consumers
• Create excitement
• Create emotional attachments
• Provide a form of recreation and entertainment
• Relate stories on social concerns
• Racial discrimination and inequities
• Sport economics
• Gender inequities
• Sport ethics
• Technological advancements
• Substance use and abuse

3
Advertising and Sport

• You are in charge of securing advertising for the
  sports section of a major newspaper. What
  products or businesses would be included in this
  section?
• Compare your list with what is actually
  advertised in the sports section of a major
  newspaper.
• Which products match?
• Were there any surprises?

4
Social Issues Highlighted through Sport

• Sport engages the physical and mental abilities
• Sport experiences generate a range of complex
  meanings that are shaped by many factors
• Examine the connections between sport and issues!

5
Social Issues Snapshots

• Choose an issue that affects sport participation
  and development
• Identify challenges/barriers and successes
• Present ideas

6
Social Issues and Values

• Special Olympics
• Paralympic Games
• Aboriginal sport participation
• Gender equity in sport
• Physical activity and sport for older adults
• Politics and sport
• Technology in sport
• Sport as business

7
Special Olympics

• Kennedy Foundation in Washington, DC promoted
  international games for individuals who were
  intellectually challenged
• Dr. Frank Hayden
• Special Olympic Games were initiated in 1968
  (United States and Canada)
• Events were later added for athletes who were
  physically challenged
• Special Olympic Games is the second largest
  international event

8
Paralympic Games

• Athletes with disabilities were included in the
  Olympic Games for the first time in Rome in 1960
• 6 different groups with disabilities are involved
• 400 athletes from 23 countries in Rome in 1960
• 3806 athletes from 136 countries in Athens in
  2004
• Paralympics and the Olympic Games are both held
  in the same year and in the same location

9
Aboriginal Sport Participation

• Aboriginal Sport Circle
• First Nations, Inuit, and Métis peoples
• Created in response to the need for more
  accessible and equitable sport and recreation
  opportunities
• Every 4 years competitive games are held between
  Aboriginals including indigenous games and
  demonstrations

10
 Gender Equity in Sport

• No women took part in the first modern Olympic
  Games in 1896
• 26th Olympic Games (1996) in Atlanta
• 97 of the 271 events were open to women
• 3626 of the 10 629 athletes were women
• 307 Canadian athletes 154 were women and 153
  were men
• Significant events that have ultimately changed
  the social view of women in sport include
• Womens movements of the 1950s and 1960s
• Creation of the National Organization for Women
  and the Canadian Association for Advancement of
  Women and Sport and Physical Activity
• Passing of U.S. legislation called Title IX in
  1972

11
Physical Activity and Sport for Older Adults

• Aging is inevitable and the process cannot be
  stopped.
• Possible to slow the loss of physiological and
  physical functions through exercise and sport
• Canadian Centre for Activity and Aging
• Canada Senior Games
• National competition seniors 55

12
Politics and Sport

• The Canadian Sport Policy
• Represents the shared vision and goals of 14
  governmental jurisdictions for sport for the
  period 2002 to 2012 and challenges the sport
  community to share in their achievement
• Enhanced Participation
• Enhanced Excellence
• Enhanced Capacity
• Enhanced Interaction

13
Government and Your Rights

• Governments play a key role in protecting our
  human rights.
• Human Rights Commission to ensure that their
  rights are respected
• Human Rights Appeal

14
Sport is a Political Venue

• Venue for the promotion of social values
• Enhance personal growth and development
• Develop life skills
• Strive for excellence and success
• Experience change in socioeconomic status
• Contribute to and benefit from teamwork and team
  cohesion
• Champion athletes use celebrity to bring
  attention to inequities, injustices, and other
  causes
• Inspire national pride and unite a nation

15
Technology and Sport

• New sport products are continually being
  developed
• Sportswear, court and field surfaces, equipment,
  fabrics and materials
• Safety, increased speed of movement and improved
  performance
• Product innovations
• Easier for beginners
• Assisted top-level athletes to reach superior
  performances
• Eased transitions (individual to team and
  recreational to competitive)
• Sport-specific training regimes
• Advances in understanding how the body reacts to
  physiological/psychological stress and improved
  rehabilitation methodology/technology

16
Sport as Business

• Big business
• More individuals participate in sport than in any
  other singular human endeavour
• More money is spent on physical activity and
  sportswear, admission fees, salaries, equipment
  and facilities than on any other area of concern
  (exception of health care)
• Sport involvement
• Contributes to the fitness level of the nation
• Serves as a major form of entertainment
• Contributes to personal and national pride
• Provides employment for thousands of individuals
• Results in the construction of superior
  facilities
• Contributes significantly to the gross national
  product

17
Social Issues in Sport

• Specific business aspects of sport include
• Investment income
• Ticket sales
• Facility revenue
• Media revenue
• Licensing fees
• Team merchandise
• Naming rights
• Player revenue through endorsements
• Select one of the topics listed above and
  research its impact on a specific sport, using
  information from newspapers, magazines, or
  web-based articles.
• Write a report on their selected research topic
• State the sport and social issue
• Provide background on why it is an issue
• Explain how the issue was/is being addressed
  through sport and/or the business of sport

18
Player Endorsement Revenue

• Predict the salaries and identify any endorsement
  deals for different key athletes
• Tiger Woods (golf)
• LeBron James (basketball)
• David Beckham (soccer)
• Sidney Crosby (hockey)
• Cindy Klassen (speed skating)
• Compare correct statistics for comparison.
• What is the impact of player endorsement deals on
  society?