BTEC National Diploma in Sport

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BTEC National Diploma in Sport

• Unit 11 - Sport and Society

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Learning Intentions

• By the end of the lesson students will have
• Been introduced to the Sport Society unit.
• An understanding of the requirements for
  successful completion of the unit.
• Some knowledge of the development of sport
  through certain historical periods.
• Been introduced to the key organisations within
  sport in the UK

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• Introduction
• This unit will investigate how society can affect
  sports and how society can be influenced by
  sport. Sports are more than just games or
  activities won or lost and an opportunity to meet
  new friends they are also a social phenomena
  that have meanings that go far beyond scores,
  results or statistics. Sport forms a major part
  of peoples lives.
• Sport signifies a great deal about ourselves and
  about different ways of living and in so doing
  contributes to the ongoing production of social
  life itself.
• (Richard Gruneau, Social Scientist, University of
  British Columbia, 1988)

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Unit Requirements

• 3 Assignments
• Assignment 1 will assess the following grading
  criteria P1, P2 M1
• Assignment 2 will assess the following grading
  criteria P3,M2 D1
• Assignment 3 will assess the following grading
  criteria P4, P5, P6 , M3, M4, M5, D2 D3

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• How the Development of Sport has Influenced How
  it is Organised
• Sport is now a multinational business and
  operates as such.
• There are a wide range of activities available
  now, but to understand how sport operates today
  we must also understand its historical origins
  the following slides will briefly outline how
  sport has developed through different historical
  periods.

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Historical Period Characteristics
Medieval period 1200 - 1485 People had little time or energy for recreational activities Leisure time activities were originally confined to feast days Games were local in nature, each village having its own particular activities for feast days From time to time the government banned traditional activities in favour of archery training
Tudor and Stuart period 1485 - 1714 Traditional folk games and activities flourished in Tudor times Puritanism greatly reduced the opportunities to play and types of activity allowed After the restoration in 1660, traditional activities were revived Sport moved away from its former links with merrymaking and lawlessness
Hanoverian period 1714 - 1790 Play and sport were largely ignored by the government People of all classes enjoyed their leisure to the full Increasing industrialisation demanded regular working patterns There was some pressure for Sunday to be a day of rest Large gatherings for sport often meant social disorder Regular, organised, rule-governed sport on a national scale emerged
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Changing times 1790 -1830 Traditional sport was under attack from all sides Factory owners wanted a regular working week Property owners feared the damage caused by large crowds Churches criticised idleness, drunkenness and slack morality Commercialisation of sport developed, especially in horse racing, cricket and prize fighting
Victorian sport 1830 - 1901 Sport developed in the context of industrial capitalism and class inequality Sport became linked to a moral code defined by the middle classes It was accepted that sport developed character and morality competition had to be fair and rule-governed with similar conditions for all players Sport was to be played, not for reward, but for its own sake Nationwide sport developed through the influence of technology, the public schools and the national governing bodies For the masses, Saturday afternoon free from work was the turning point, enabling them to play and spectate Amateur and professional sport became increasingly separated Working class sport in school was limited largely to drill and therapeutic gymnastics
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Edwardian Sport 1901 - 1918 Organised sporting involvement expanded rapidly across all classes Increasingly, the different classes played their sport separately Public school athleticism still dominated sport Male working class influence increased, notably in football in England and rugby in Wales. However, working class women were largely excluded from sporting involvement Commercialisation of sport continued with large numbers of spectators and increased numbers of professionals in major sports Sport was increasingly a matter of national concern
Between the World Wars 1918 - 1940 Steady growth in sports participation continued for all classes of society, although working class were least involved Most sports were still class orientated Football (in all its versions) continued to increase in popularity and by the 1930s, was the most popular sporting activity Lack of facilities became an issue, particularly when national teams failed There was little government involvement in sport, apart from physical education in schools School physical education moved from therapeutic exercises to creative physical training Commercialisation of sport expanded rapidly, especially the provision for spectator sport Sport, as a part of a national culture, now extended to the majority of the population
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Football in the 1930s
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British sport 1940 - today An improved standard of living has enabled greater participation in sport for most social groups Amateur administrators only reluctantly allowed commercial forces to enter the world of sport Professional sportspeople had a long battle to be given fair rewards Television coverage increased in importance for sport and the sponsors The definition of amateurism for competition was replaced by the concept of eligibility Central government involvement in sport has always been fragmentary There has been a long standing under funding of sport by central government An advisory Sports Council was established in 1965 and the independent executive Sports Council in 1972 Physical education was established in the 1944 Act for its educational value The movement approach conflicted with traditional games teaching Physical education moved away from educational values towards physical recreation and more recently towards health-related fitness Various academic qualifications in physical education stimulated scrutiny of the subject (for example, BEd, CSE, GCSE, A-Level) Physical education is now established in the national curriculum as a foundation subject There has been an increasing influence of market forces on schools, physical education, sports facilities and sport
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Organisation of sport

• The role of government
• As early as 1541 when legislation dictated that
  all men under the age of 60 practise archery in
  their spare time in order to defend the country
  the government has been involved in the
  organisation of sport.
• As in 1541 the majority of government involvement
  in sport has been reactionary. For example the
  introduction of physical activity in elementary
  schools in the early 1900s was in reaction to
  the poor performance of the British army in the
  Boer War in South Africa, which was attributed to
  the poor physical state of the troops.

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• More recently the Taylor Report (1990) into the
  Hillsborough disaster where 96 football fans died
  prompted government legislation concerning the
  safety of football stadiums to help battle the
  issue of football hooliganism.
• In 1960 following the Wolfenden Committee report
  on the state of sport and physical recreation
  both the government and the opposition rejected
  the idea of forming a Ministry for Sport.
• Instead of initiating a Ministry for Sport the
  government opted for the idea of a Sports
  Council, which would be headed by a Minister for
  Sport. This movement away from political control
  was highlighted in 1972 when the Sports Council
  received the Royal Charter, which makes the
  Sports Council autonomous and free from political
  control.

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• The Department of Culture, Media and Sport
• In the 1960s after its inception the Sports
  Council campaigned for a Department for Sport and
  Tourism to be set up. The government rejected
  these calls and sport was placed under the
  jurisdiction of the existing Office of Arts and
  Libraries.
• In 1992 The Department of Heritage was set up who
  had overall responsibility for sport and
  recreation. The Department of Heritage had a
  diverse responsibility, which included the arts,
  media, and heritage with a sub-division for sport
  the Sport and Recreation Division.
• In 1997 the department was renamed the Department
  of Culture, Media and Sport. The DCMS was
  instrumental in the development of the National
  Lottery. The Lottery was set up in 1993 with the
  first draw in November 1994. The Lottery helps
  raise funds for 5 areas of good causes, which
  include sport.

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• Local authority provision
• Local authorities are the largest providers of
  sports facilities in the UK. City, borough and
  district councils provide a large range of sports
  facilities including sports centres, municipal
  golf courses, swimming pools etc. Facilities
  provide sporting and recreational opportunities
  for the local community. There are approximately
  1500 swimming pools and 2000 local leisure
  centres in the UK which according Sport England
  leaves the country under resourced in local
  sports provision.
• Traditionally the funding for local sports
  provision comes directly from central government
  through grants and local taxes such as the
  council tax. The initial aim of this provision
  was to offer affordable, subsidised facilities
  for all the local communities to utilise.
  However, the tightening of local authority
  budgets coupled with changing government
  priorities has led to local authority provision
  becoming inferior to private sector provision and
  less affordable.

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International Olympic Committee
International Sports Federation
Department of Culture, Media and Sport
Governing Bodies
British Olympic Association
UK Sports Council/Sport England
Central Council of Physical Recreation
Four Sports Councils
SportsAid
The structure of sport in the UK
Former National Coaching Foundation now SCUK
Regional Sports Councils
Regional Associations
Local Sports Councils
Sports Clubs
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• Key Organisations in the structure of British
  sport
• The English Sports Council/Sport England
• The English Sports Council (ESC) was set up in
  1997. It was charged by the Royal Charter to take
  the lead in all aspects of sport and physical
  recreation, which require administration,
  co-ordination and representation in England.
  According to the charter the councils main
  objective is the development of sport and
  physical recreation and the achievement of
  excellence therein among the public at large in
  England and the provision of facilities therefore

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• The council consists of 14 members who are
  selected by the Secretary of State for Culture,
  Media and Sport.
• The ESC publication England the Sporting Nation
  identified the following the objectives of sport
  in England
• For everyone to develop the skills and competence
  to enable sport to be enjoyed
• For all to follow a lifestyle which includes
  active participation in sport and recreation
• For people to achieve their personal goals at
  whatever their chosen level of involvement in
  sport
• For developing excellence and for achieving
  success in sport at the highest level
• In 1999 The English Sports Council was
  re-marketed and is now known as Sport England.

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• The Central Council of Physical Recreation (CCPR)
  
• The CCPR was set up in 1935 with two main
  objectives
• To encourage as many people as possible to
  participate in sport and physical recreation
  (both male and female)
• To provide the separate governing bodies of
  sports with a central organisation which would
  both represent and promote their individual and
  collective interests
• The CCPR is an autonomous voluntary organisation.
  The Sports Council has close links with the CCPR
  as an advisory body.

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• Sports Coach UK (SCUK) (Formerly National
  Coaching Foundation)
• The NCF was originally set up in 1983 by the
  Sports Council with the intention of organising
  coaching in all different sports. Sports Coach
  UK is a totally independent, self funded body
  with members from other organisations such as the
  Sports Council, CCPR and The BOA (British Olympic
  Association). Sports Coach UKs activities
  include
• Administering coaching qualifications
• Providing coaching resources
• Assist governing bodies in increasing the quality
  of their coaching awards
• Assist in the publication of a national register
  of coaches in order to meet child protection
  needs

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• Governing Bodies
• The majority of popular sports played today were
  developed and organised in the late 1800s. This
  development required members of committees to
  agree sets of rules and regulations, which would
  govern the particular sport.
• These committees became known as governing bodies
  of which there are currently over 265 in the UK.
  Examples of these governing bodies in the UK
  include the FA (Football Association), RFU (Rugby
  Football Union), ABA (Amateur Boxing Association)
  and the LTA (Lawn Tennis Association).
• These governing bodies administer their
  particular sport and also organise competitions
  and the national team.
• National governing bodies are also members of
  International governing bodies such as UEFA, FIFA
  and the IRB (International Rugby Board). These
  international governing bodies organise the sport
  at international level and are responsible for
  multi national events such as the Champions
  League, the World Cup and the Rugby World Cup.

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• International Governing Bodies (FIFA, IRB)
• National Governing Bodies (IFA,IRFU)
• Regional Member Associations (County Football
  Associations)
• Local Sports Clubs

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• International Olympic Committee (IOC)
• The IOC is the governing body of the Olympic
  movement and was created by the Paris Congress in
  1894 by Pierre De Coubertin.
• The IOC owns the rights to the Olympic symbol and
  also the games.
• The IOC is responsible for selecting the cities
  which host both the summer and winter Olympic
  Games.
• The headquarters for the IOC are in Lausanne,
  Switzerland.

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• British Olympic Association (BOA)
• The BOA was formed in 1905 and is the governing
  body of the Olympic movement in the UK.
• The BOA is responsible for the arrangements for
  British athletes competing in both the summer and
  winter games.
• The UK is currently one of only five nations to
  send representation to every modern Olympic Games
  since its inception in 1896.
• The BOA receives no funding from central
  government to pay for the costs involved in
  sending well-prepared teams to the Olympic Games
  unlike other nations such as the USA who receive
  direct government funding.
• The BOA therefore undertakes a great deal of
  fundraising predominantly through commercial
  sponsorship and donations.

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• Sports Aid (Formerly Sports Aid Foundation)
• Dennis Howell, then Minister for Sport formed the
  Sports Aid Foundation in 1976.
• SportsAid is a fund-raising organisation led by a
  board of trustees who raise and distribute funds
  to talented predominantly young sports
  performers. The funding aims to assist athletes
  to pay for essentials such as travel and kit.
• The aim of SportsAid is to allow athletes to
  train as full time professionals without the
  burden of money worries.
• The SportsAid slogan of Giving Britons a Better
  Sporting Chance reinforces their aims.
• The funding is generated through donations,
  fundraising activities, commercial sponsorship
  and the National Lottery.

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• Youth Sports Trust (YST)
• The Youth Sports Trust is a sports agency founded
  in 1994 which aims to develop sport for young
  people through a series of schemes called the TOP
  programmes. These programmes intend to encourage
  children of all ages to pursue a healthy
  lifestyle.

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• The Sports Industry in the UK Today
• Scale
• Sport now has a massive role to play within
  society and has a significant economic impact
  the amount of people that participate in sport
  has direct relation to the amount of revenue
  created.
• Many sporting organisations do not reveal the
  specific details of the revenue they create and
  as you can imagine it can vary dramatically
  depending upon factors such as the popularity of
  the sport and the equipment needed.
• Participation rates are a good indicator of the
  popularity of the activity or sport and surveys
  such as the census and general household surveys
  can often give important information regarding
  the amount of people who are active in sport an
  example of such data can be found below

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Participation in Sports, Games Physical
Activities

• In 2002 three quarters of adults (75) had taken
  part in some sport, game or physical activity
  during the twelve months before interview.
• Fifty-nine per cent of adults had done so in the
  four weeks before interview.
• Excluding people whose only activity was walking,
  the corresponding overall participation rates
  were 66 of adults in the last twelve months and
  43 of adults in the last four weeks.
• In terms of participation in the last twelve
  months the five most popular sports, games or
  physical activities among adults were
• Walking (46), Swimming (35), Keep fit/yoga
  including aerobics and dance exercise (22),
  Cycling (19), Cue sports - billiards, snooker
  and pool (17)

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• As in previous years men were more likely than
  women to participate in sports activities (either
  including or excluding walking) in the four weeks
  before being interviewed.
• In 1996, 54 of men and 38 of women had
  participated in at least one activity, excluding
  walking, in the four weeks before interview. By
  2002 participation had fallen to just over half
  (51) of men compared with 36 of women.
• In general participation rates decreased with
  age. In 2002, 72 of young adults (aged 16 to 19)
  compared with 54 of adults aged 30 to 44 and 14
  of adults aged 70 and over had participated in at
  least one activity (excluding walking) in the
  last four weeks before interview.

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• Adults living in Scotland were more likely than
  those living in England or Wales to have
  participated in at least one activity in the four
  weeks before interview (62 compared with 58 in
  England and 57 in Wales). The higher
  participation rate in Scotland was mainly due to
  the higher proportions who had been walking in
  the previous four weeks (43 compared with 34 in
  England and 35 in Wales).
• The Government also indirectly fund sport through
  many of the agencies discussed in part 1 below
  are some further examples of the economic
  importance of sport,

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• - The Government will be investing 62 million
  in the development of grass roots football, and
  the sport's community and education initiatives,
  over the four years to 2004 through the Football
  Foundation.- World Class Programme
  Funding. - Overall approximately 60 million per
  annum is awarded under the World Class
  Programme. - UK Sport awards approximately 25
  million per annum for the World Class Performance
  and Events Programme.- Sport England awards
  approximately 35 million per annum for the World
  Class Performance, Potential, Start and Events
  Programme.
• - Up to 31 March 2001 awards of 181.9 million
  had been made under the World Class Performance
  Programme (WCPP) administered by UK Sport and
  Sport England and over 35 sports had benefited.
   - Up to 31 March 2001 awards of over 55
  million had been made under the Potential and
  Start Programme administered by Sport England.
• As you can see
  the amounts of money invested in sport are
  massive and this triggers
  employment as all schemes and initiatives
  require organisation and delivery. This could
  range from the coaches who have direct contact
  with the athletes to the staff behind the
  scenes who may organise and administer it.

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• The retail industry and consumer spending
• With the increases in participation and changes
  to sports there has been a growing need for the
  manufacture of sporting goods and equipment this
  has led to retailers becoming very successful and
  making vast profits.
• Organisations such as Nike, Addidas, Reebok,
  Spalding, Speedo and Topflight have cornered the
  market in their chosen sports becoming a
  household name in many cases.
• Furthermore recently sports clothing and certain
  types of equipment have become fashionable and
  people who may have never participated in sport
  will be wearing sports brands this has also had
  significant impacts upon the profit made.

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• Arguably Nike is one of the most successful
  sports retailers and their example can be seen
  below.
• A lot has happened at Nike in the 33 years since
  it entered the industry, most of it good, some of
  it downright embarrassing.
• What started with a handshake between two running
  geeks in sleepy Eugene, Oregon, is now the
  world's most competitive sports and fitness
  company.
• The world headquarters is in Beaverton, Oregon.
  The Pacific Northwest is Nike's hometown, but
  like so many ambitious souls, they have expanded
  their horizons to every corner of the world.
• Nike employs approximately 24,300 people, and
  every one of them is significant to their mission
  of bringing inspiration and innovation to every
  athlete in the world.

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• Founders
• There are two Bill Bowerman, the legendary
  University of Oregon track field coach, and
  Phil Knight, a University of Oregon business
  student and middle-distance runner under
  Bowerman.
• The long-lived business partnership began in
  January 1964 as Blue Ribbon Sports (BRS).
  First-year sales totalled 8,000. In 1972, BRS
  introduced a new brand of athletic footwear
  called Nike, named from the Greek winged goddess
  of victory.
• Employees
• Nike employs approximately 24,300 people
  worldwide. In addition, approximately 650,000
  workers are employed in Nike contracted factories
  around the globe.

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• Revenue FY'05 Nike reported net revenues of
  13.7 billion, a 12 percent increase from FY04.
• Stock Symbol NKE. Went public in December 1980
  and is traded on the New York Stock Exchange.
• Facilities Nike owns facilities in Oregon,
  Tennessee, North Carolina and The Netherlands,
  and operates leased facilities for 14 Niketowns,
  over 200 Nike Factory Stores, a dozen NikeWomen
  stores and over 100 sales and administrative
  offices.
• Nike are just one example of the scale of the
  retail industry and gives a significant example
  as to the scale of the retail industry and
  consumer spending.

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• Structure of the sports industry
• There is a wide variety of facilities available
  for the public to use to occupy their sport and
  leisure time and these can generally be divided
  into three main areas, the public, private and
  voluntary sectors.
• The table below outlines what each of the
  different sectors can offer to the public and the
  way that they are organised.

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Sector Details
Public sector This sector includes local authority run facilities, such as local leisure centres. It aims to provide a wide range of provision from swimming pools to exercise classes. It caters for the needs of the community running sessions for specialist groups such as the over 50s or mums and toddlers. Schemes to enable the under-privileged, unwell or unemployed are often run in these centres These centres are subsidised by the local authority and do not operate at a profit. This sector has paid employees.
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Private sector This sector includes private health clubs such as Fitness First or David Lloyd. They provide specialist provision in the health and fitness industry to a narrower range of clients. Only those who can afford to pay can use these centres. This sectors main focus is the creation of profit for its owners. This sector has paid employees.
Voluntary sector This sector includes any voluntary sports clubs, for example community run sports teams such as a youth soccer team or an after school club. These are non profit making clubs and teams any money charged is only to cover the costs of equipment or facilities. There are no paid employees in this sector. The sectors main focus is to give opportunities for participation.
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• ProvisionIt must be understood that sport has
  not only competitive elements but many people
  take part just for fun or health benefits in
  fact the majority of people that take part in
  sport do not compete.

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• Foundation
• The largest stage, many people learn how to play
  a sport but then may never take part or compete.
  For example most people learn how to swim
  however it is only something they do for survival
  or for fun on holiday.
• Participation
• Many people may decide to take part in a sport
  for fun or health benefits and have no intention
  of competing or achieving excellence.
• Performance
• Some people may train to compete or train to win
  therefore they would be in the performance stage.
  They could also be striving for excellence in
  this stage but never achieve it.

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• Excellence
• Very few people achieve this but many strive
  towards it it also may be the case that an
  athlete may only be in this stage for a short
  period of their career moving back into the
  performance stage and perhaps into participation
  if they decide to retire.
• Strategies and funding are put in place to
  support each of the stages. Many link to health
  initiatives but the majority aim to promote
  excellence.

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• Strategies to Promote Excellence
• With the drive to promote elite sport in the UK
  for success at the 2012 Olympics a number of
  funding initiatives have been put in place to
  encourage young athletes to stay within sport and
  become successful athletes. The main programme to
  drive this success is the world class pathway
  system which is managed by UK sport.

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• World Class Podium
• This programme will support sports with realistic
  medal capabilities at the next Olympic/Paralympic
  Games (i.e. a maximum of four years away from the
  podium).
• At this level, an assessment of realistic medal
  projections determines the required investment
  per sport using the models introduced post-Athens
  for Olympic and Paralympic sports.
• Athlete places will be distributed to a sport
  based on a combination of the sport's results at
  the last Games, competitive track record
  projected medal capability in the future and
  demonstrated ability to constantly produce
  athletes through the pathway.
• Support is provided through a performance
  programme with the governing body and an athlete
  personal award.

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• World Class Development
• This programme is designed to support the stage
  of the pathway immediately beneath the Podium.
• It will comprise of sports that have demonstrated
  that they have realistic medal winning
  capabilities for 2012. For sports already funded
  by the Podium Programme their continued success
  will only be possible if there is investment in
  the next wave of talented athletes coming through
  the system.
• Olympic athletes at this level are typically six
  years away from the podium, whereas this
  timeframe may be considerably shortened for
  Paralympic athletes.

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• Other sports not yet funded at Podium Programme
  level but where there is performance evidence
  that they have the potential to medal in the next
  Olympic/Paralympic cycle are eligible for
  consideration for funding at World Class
  Development level.
• In the period to the home Games in 2012,
  additionally and exceptionally, World Class
  Development will also embrace those sports with
  realistic capabilities to be competitive in 2012
  but where medal achievement is unlikely.

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• World Class Talent
• This programme is designed to support the
  identification and confirmation of athletes who
  have the potential to progress through the World
  Class pathway with the help of targeted
  investment.
• Funding provided through the programme will allow
  sports to identify the athletes with all the
  right attributes to ensure they can go on to
  compete effectively on the world stage.
• In addition, this programme will look to raise
  the level of sophistication by which sports
  approach the identification of new athletes and
  examine ways in which talent, where appropriate,
  can be transferred across sports.
• Olympic athletes will be a maximum of 8 years
  away from the podium, but again could be much
  less for Paralympic athletes.

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BTEC National Diploma in Sport

• Unit 11 - Sport and Society
• PowerPoint 2

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• How Contemporary Issues Affect Sport
• The media
• Issues of media coverage have always been at the
  centre of elite sport. The information below
  will aid understanding of media issues affecting
  sport and leisure activities.
• Types of media coverage There are many different
  types of media coverage. They can include
  television, radio, internet, newspapers,
  magazines, mobile phone. Each of these has its
  own strengths and weaknesses.

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Type of coverage Strengths Weaknesses
Television Can see the activity Visual stimulation Exciting Instant Easily missed Expensive
Newspapers Recorded for all time Can read at own leisure Sometimes boring Misreporting Opinion based Out of date by time released
Radio Easy to focus upon the event Easily missed Technology needed
Internet Instant feedback Constant updates Can be seen and heard Bulky technology needed
Magazines Glossy, easy to read Interesting Out of date by time released
Mobile phone Instant results Screen size Technology needed Constantly updating
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• Media coverage of women in sport
• Over the past 30 years media coverage of womens
  participation in sport has been instrumental in
  increasing popularity and participation rates.
  Despite this female sport is hugely
  under-represented by the media you can be 90
  certain that media coverage of sports is based on
  or around male performance or male accounts of
  the events (Hargreaves, 1997).
• Coverage of mens sport covers a wider range of
  sports at a multitude of levels compared to the
  elite coverage of womens sport in a limited
  number of events.

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• Media coverage of womens sport has tended to
  focus on female athletes non-playing attributes
  such as their femininity and sexuality rather
  than their on field performances.
• An example of this would be Anna Kournikova who
  in 2002 was the highest paid female tennis player
  in the world and darling of the media due to her
  perceived attractiveness and femininity rather
  than her tennis ability. Anna Kournikova has
  never won a major singles title. However, could
  the same be said of David Beckhams earning power?

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• One of the most notable examples of media
  focussing on female achievement was the Sydney
  2000 Olympic Games. Some of the major media
  friendly moments of the games involved female
  achievement in sport. For example
• Cathy Freeman winning the 400m in front of an
  ecstatic home crowd
• Marion Jones quest to win an unprecedented 5
  Olympic gold medals
• Naoko Takahashi winning the marathon with an 84
  share of the TV audience in Japan
• Denise Lewis winning the gold medal in the
  heptathlon
• The Williams sisters winning gold in the tennis
  doubles in only 49 minutes.

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• Aside from the media portrayal of female
  performances in the Games some of the main human
  interest stories surrounding the Games involved
  women
• Reigning Olympic 400m champion Marie-Jose Perec
  leaving Sydney without explanation prior to
  competing
• Mrs. Marion Jones being excluded from the Games
  for failing a drugs test
• Nigerian Glory Alozie just losing out for the
  gold medal days after her husband was run over
  and killed in a Sydney street.
• Cathy Freeman lighting the Olympic flame

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• Despite the performances of female athletes in
  the Games of 2000 it was still felt that female
  popularity in the media was due to their
  femininity and attractiveness to the male
  audience.
• This was highlighted by Jill Greer, former runner
  and head of communications for the US track and
  field team
• .womens sport is a glamour thing. Youre out
  there wearing your underwear, basically, in front
  of 100,000 people, and youre putting on your
  make-up and doing your hair.

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• Cheating and drug use in sport
• In order to examine the effects of drugs in sport
  it is important to understand the different terms
  associated with the subject.
• Performance enhancing drugs Performance
  enhancing drugs are those banned substances which
  are taken to specifically enhance sporting
  performance.
• Steroids These are artificial male hormones
  that allow the performer to train harder and
  longer.

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• Blood doping Removing blood after training at
  high altitude. The blood is stored and then
  reinfused shortly before competition in order to
  improve the aerobic capacity by increasing the
  number of erythrocytes. Blood doping is very
  difficult to detect.
• Recreational drugs These are illegal substances
  that are banned but are not beneficial in
  improving sports performance.
• As the rewards for excellence in sport increase
  more risks are taken by athletes to acquire the
  edge to become the very best.

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(No Transcript)
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• The following slides will examine the areas
  detailed below
• Brief history of drugs in sport
• Why people take drugs
• Banned performance enhancers and their effects

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• Brief history of drugs in sport
• 400BC Greeks known to eat extract of certain
  plants and mushrooms in order to improve
  performance
• Roman Period Gladiators were drugged in order
  for them to fight more effectively
• 1886 Pro cyclist Linton died from a reported
  overdose of strychnine amphetamine
• 1904 - Olympic marathon runner Thomas Hicks
  almost dies from strychnine
• 1930s Amphetamines were first produced
• 1950s Soviet Union athletes used male hormones
  to improve strength and power
• 1952 Speed skaters taken ill at the Winter
  Olympics due to amphetamine usage
• 1960 Danish cyclist Kurt Jensen collapsed and
  died from an amphetamine overdose
• 1967 Tommy Simpson died during Tour De France
  again due to amphetamine usage
• 1968 I.O.C. produce the first list of banned
  substances

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• 1976 First steroid tests introduced at the
  Olympic Games
• 1983 Sports Council call for the expansion of
  random drug testing in the UK
• 1984 Olympic 1000m champion Finn Vaataninen was
  proved to have used blood doping
• 1988 Ben Johnson was tested positive and
  stripped of his 100m gold medal and world record
  after testing positive for anabolic steroids
• 1996 Olympic Gold medallist Michelle Smith (De
  Bruin) tested positive for anabolic steroids
• 1999/2000 A number of athletes particularly
  British test positive for the banned substance
  nandrolone
• 2003 British sprinter Dwain Chambers banned
  from athletics for being found guilty of using
  nandrolone.
• 2004 Greek sprinters Kostas Kenteris and
  Katerina Thanou pulled out of the 2004 Athens
  Olympics after missing a drugs test and then
  being involved in a bike crash.

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• Why people take drugs in sport
• One of the major reasons for athletes to use
  drugs is dissatisfaction with their progress and
  performance
• Belief that other athletes are taking them thus
  creating an uneven playing field
• The financial reward for improved performance in
  the form of appearance fees, sponsorship, wages
  etc
• Pressure from coaches, family, friends and media
  to succeed
• Lack of knowledge of the side effects that are
  associated with taking performance enhancing
  drugs
• Values some people think that the use of
  performance enhancing drugs is acceptable
  including notable sport sociologists

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• Examples of banned performance enhancers and
  their effects
• Performance enhancing substances and their use in
  sport in governed by WADA (world anti doping
  agency). For the most up to date lists of the
  banned substances and their affects refer to
  their website.

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• Changes to the rules of games
• There have also been modifications made by
  individual sports to increase interest, the
  number of spectators and funding gained. The
  table below gives some examples of modifications
  that have been made to different sports.

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Sport Changes made
Soccer Changes to kick off times
Soccer Penalty shootouts instead of replays
Soccer Changes to the league systems
Cricket New leagues created
Cricket Introduction of floodlit night games
Cricket Changes to the number of games played
Rugby league Changed from a winter to a summer sport
Beach volleyball Restrictions upon the amount of material to be worn
Boxing Introduction of points system
Boxing More weight divisions made
Motor sports Changes to the courses
Motor sports Changes to the length of events
Motor sports Restrictions on cars
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• Sponsorship in sport
• Sponsorship is a major contributor to the funding
  of the sports industry, The Nationwide Building
  Society make a significant contribution to sport
  outlined below is an example of the division or
  allocation of funding.

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• Sponsorship A Sponsors Perspective by
  Nationwide
• The role of sponsorship
• Potential sponsors are looking to dominate the
  collective interest of groups in a manner which
  is capable of moving consumer attitudes in a
  positive direction. They want the kind of
  regular media exposure that delivers a continuous
  communications platform. They also want a cost
  effective way to reach targeted customers (either
  niche or mass interest) in numbers sufficient to
  allow them to achieve their communications
  objectives.

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• Different types of commercial objectives
• Depending on their objectives organisations will
  require differing commercial returns. The type
  of sponsorship organisations are seeking can be
  generally categorised under the following
  headings
• Brand
• Increased sales
• Revenue generation
• Corporate hospitality

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• The evaluation process
• When considering a sponsorship proposal potential
  sponsors will usually evaluate the following
• The audience
• Brand relevance/profile
• Exposure
• Impact
• Image rights
• Cost, term
• Exclusivity

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• Nationwide Building Societys sponsorship history
• 1996 - 2004 Title sponsor of The
  Nationwide Football League
• 1999 - ongoing Title sponsor of The Nationwide
  Conference
• (from
  2004 inc north and south feeder leagues)
• Wales
  team sponsor
• 
  Associate sponsor of The Scotland team
• 1999 2002 England team sponsor
• 1999 2002 Title sponsor of The
  Irish Gold Cup
• 2003 - ongoing The FA Partnership in association
  with The England team, .
  FA Cup and womens football

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• Globalisation in sport
• Globalisation as the very word suggests means the
  spread of all things that once had local origins
  or roots to the rest of the world.
• Globalisation does not just simply refer to
  sport but works in all contexts. For example
  someone in Italy many years ago invented ice
  cream now it is widely available all over the
  world.
• This is also very similar for sports as we all
  shold know from our previous research the game of
  Rugby was invented by William Webb Ellis picking
  up a football and deciding to run with it.
• However Rugby has now grown and developed into an
  international sport played very successfully as
  far as you can possibly get from Rugby school in
  South Africa, Australia and New Zealand.

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• What are the possible reasons for globalisation
  and what are the factors that have made sports
  more accessible?
• Increased movement of people across countries and
  continents
• Increased global communication and travel.
• Increased finance and disposable income
• Increased leisure time
• Increased global sponsorship and advertising
• The importance of globalisation is profound and
  many would say has increased the competitiveness
  within sport, none better an example than with
  soccer where many of the most successful national
  teams come from South America far from where it
  was invented in Western Europe.

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• Child protection issues in sport
• The issue of protecting children and vulnerable
  adults within sport is now of national
  significance. In 2004 government figures
  indicated that over 32,000 children in the UK
  were officially registered as being in need of
  protection from abuse however it is felt that
  there are thousands more unregistered. People who
  work with children on a regular basis may be able
  to provide an important link identifying a child
  who is at risk or is being harmed.

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• With this in mind there are certain government
  legislations to govern this
• For child welfare and protection - Children Act
  1989 and 2004
• For criminal offences against children - Sexual
  Offences Act 2003
• In recruitment and selection of staff and
  volunteers - Protection of Children Act 1999 -
  The Police Act 1997 - Criminal Justice and Court
  Services Act 2000
• All of these are underpinned by the Human Rights
  Act and the UN Convention on the Rights of the
  Child.

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• Generally it is mostly teachers, parents and in
  the sports context coaches who will have the
  opportunity to work with children and be in a
  position of trust. With this in mind Sports
  Coach UK (ScUk) provide guidance for coaches to
  identify the issues regarding child protection.
  They identify key principles that coaches must
  adhere to
• Rights coaches must respect and champion the
  rights of every individual to participate in
  sport
• Relationships coaches must develop a
  relationship with athletes (and others) that is
  based on openness, honesty, mutual trust and
  respect
• Responsibilities personal standards coaches
  must demonstrate proper personal behaviour and
  conduct at all times

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• Responsibilities professional standards to
  maximise benefits and minimise the risks to
  athletes, coaches must attain a high level of
  competence through qualifications, and a
  commitment to ongoing training, that ensures safe
  and correct practice.

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• They also identify five types of abuse that can
  occur
• Emotional abuse the ill treatment of a child
  that results in severe and persistent adverse
  effects upon their emotional development
• Physical abuse when someone causes physical
  harm or injury to a child
• Sexual abuse when adults or other young people
  use children to meet their own sexual needs
• Neglect when an adult fails to meet a childs
  basic physical or psychological needs
• Bullying and harassment deliberately hurtful
  behaviour, usually over a period of time

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BTEC National Diploma in Sport

• Unit 11 - Sport and Society
• PowerPoint 3

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• Understand Cultural Influences and Barriers
  That Affect Participation
• A. Ethnicity in sport
• Popular beliefs about race and ethnicity have a
  major impact on what happens in sport. Sport has
  the ability to either reinforce popular beliefs
  about race or to challenge and change major
  beliefs. According to Coakley (1999) race and
  ethnicity can be defined as
• .race refers to a category of people regarded
  as socially distinct because they share
  genetically transmitted traits believed to be
  important in a group or a society
• Ethnicity refers to the cultural heritage of a
  particular group. Ethnicity is NOT based on
  genetically determined physical traits instead,
  it is based on characteristics related to culture
  and cultural background
• 
  
  (Coakley, 1999)

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• The racial categories used to divide human beings
  in society are based on popular beliefs developed
  by society rather than tangible biological
  differences. Scientists have been attempting to
  racially categorise human beings for the past 300
  years. However, these attempts to categorise
  humans on the basis of genetics have proved
  futile as highlighted by Boyd (1996)
• Race has no basic biological reality. The human
  species simply doesnt come packaged that way
• The characteristics we see with the naked eye
  that help us distinguish individuals from
  different continents are, in reality, skin deep.
  Whenever, we look under the veneer, we find that
  the differences that seem so conspicuous to us
  are really trivial Coakley (1999).

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• Despite the lack of a comprehensive racial
  classification system sociologists have debated
  why athletes from certain races are more
  successful in certain sports than others. The
  debate can be loosely split into two areas
• The physiological approach Argument focuses on
  success purely from a physiological perspective
  suggesting success in sport depends on genetics.
• The sociological approach Argument suggests
  success is not due to biology but a series of
  sociological factors in which we find ourselves.

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• The physiological approach
• In athletics the rise of black athletes has been
  phenomenal.
• Black athletes hold every track world record from
  the 100m sprint through to the marathon.
• Of the 32 finalists in the 2000 Olympics in
  Sydney not a single competitor was not of West
  African decent.
• More than 50 of the fastest times in middle and
  long distance running have been recorded by
  athletes from East African decent (Kenya and
  Ethiopia predominantly).
• Similarly in the US 80 of NBA basketball players
  are black despite making up only 13 of the
  population.

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• In Britain the figures are also extraordinary.
  The black population in Britain was 4 in 2002
  but
• Over 50 of the UK athletics team was black
• Over 50 of British boxing champions were black
• 40 of premiership footballers were black
• Despite this huge success black athletes are
  still under-represented in other sports, for
  example
• Only one black swimmer has ever won an Olympic
  medal
• There is a lack of black participants in cycling,
  golf and tennis

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• There has been some controversial research
  undertaken to establish if black athletes held a
  biological advantage in certain events over their
  white counterparts. Whilst the studies proved
  inconclusive some tentative conclusions were
  made
• Black middle distance runners have different
  composition of muscle fibres compared to white
  athletes.
• Noakes (1990) found that black runners were able
  to run at a higher percentage of their VO? max
  for longer periods than white athletes.
• Black athletes have longer limbs, less fat, more
  skeletal muscle and have leaner bodies

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• Sociological approach
• It is important for people who study sports to
  know about the biological meaningless of race
  (Hallinan, 1994). As previously mentioned there
  has been no biological evidence linking race to
  excellence in certain sports.
• Coakley (1999) notes that the Swiss are never
  accredited as having an in built skiing gene to
  explain their huge success in major skiing
  championships
• Sociologists believe that the following factors
  are instrumental in the emergence of black
  athletes in certain sports

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• Role models
• Young peoples participation in sport can depend
  greatly on the availability of role models with
  whom they can associate.
• The emergence of successful black role models
  such as Muhammad Ali, Karem Abdul-Jabbar, Michael
  Jordan, Carl Lewis, Jesse Owens, John Barnes,
  Linford Christie and Lennox Lewis may inspire
  other black performers to participate in those
  sports in which their role models have excelled.

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• Access
• Peoples access to sports has a huge bearing on
  the success of athletes at the elite level. For
  instance, the Winter Olympics is dominated by
  athletes from countries such as Switzerland and
  Austria who have access to mountains in the
  appropriate climate.
• Access for performers in sports such as golf
  have not been fair and have in some cases
  deliberately excluded black performers. When
  Tiger Woods burst into the golfing world in the
  1990s he was barred from playing at a number of
  courses in the US due to the colour of his skin.

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• Socio-economic factors
• Although sport is not the sole privilege of the
  upper classes participation in sport is not equal
  among social classes. This has led to some
  ethnic minority groups being under-represented in
  certain sports and over represented in others.
• Socio-economic factors have led football becoming
  a truly world sport due to the fact it can be
  played with little equipment and resources. This
  may also be a reason why long distance running
  has become the national sport in poverty stricken
  countries such as Ethiopia.
• In 1998 about 36.5 million Americans (14 of the
  population) were living below the poverty line.
  This segment of the population contained a
  disproportionate number of ethnic minority groups
  who lacked resources, equipment and facilities to
  participate in organised sport.

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• Youths from inner cities whether they be in the
  US or the UK gravitate towards sports such as
  basketball and football which are inexpensive and
  are also seen as a vehicle through which to gain
  great wealth and popularity.

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• The concept that black people have differing
  natural athletic abilities from their white
  counterparts is not a recent development in the
  sociological study of sport.
• For centuries scientists have attempted to
  develop a race logic to explain the physical
  differences between races. This race logic
  suggested that black athletes have great physical
  capabilities such as speed and power and lower
  levels of intelligence and decision making
  capabilities
• .the magnificent animal He eats. He sleeps.
  He fights Is he all instinct, all animal? Or
  have a hundred million years left a fold upon his
  brain? I see in this coloured man something so
  cold, so hard so cruel that I wonder as to his
  bravery. Courage in the animal is desperation.
  Courage in the human is something incalculable
  and divine (New York Times)

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• The previous quote was taken from the New York
  Times after Joe Louis easily beat Primo Carnera
  who was a white heavyweight champion of the
  world.
• Louis was portrayed in the press as being animal
  like and brutal but in reality he has been
  remembered as an ambassador of goodwill and of
  boxing skill and judgement.
• This race logic has led sociologists to believe
  that it is sociological reasons and not
  biological ones that have led to the
  over-representation of black athletes in certain
  sports. In British football the emergence of
  black footballers has been dramatic.

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• Gender issues
• We feel that the Olympic Games must be reserved
  for the solemn and periodic exaltation of male
  athleticism, with internationalism as a base,
  loyalty as a means, arts for its setting and
  female applause as reward.
• (Pierre De Coubertin, founder of the modern
  Olympics) (circa 1896)
• The role of women in sport has come a long way
  since the comments of Pierre De Coubertin but the
  issue of equality in sport has been the focus of
  sports sociologists the world over.
• This is highlighted by Coakley (1999) possibly
  the most significant and most prolific change
  that has occurred throughout the sporting world
  over the past 30 years has been the increase in
  the levels of participation of women in sport.

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• Participation patterns among women
• Increased opportunities - There are a number of
  reasons for the increase in participation rates
  among women. The primary reason for the increase
  in participation is the fact that women have more
  opportunities to participate than ever before.
• Girls and women have become increasingly included
  in various coaching programmes and initiatives,
  which sparked interest previously absent. This
  has led to womens football becoming the fastest
  growing participation sport in the UK (Sprito).

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• The feminist movement In the late 19th Century
  there were campaigns for the rights of women in
  the UK. These campaigns were focussed on
  improving females social/political/economic
  status within the UK.
• The feminist movement gained more strength during
  the 2nd World War when women were required to
  take on more traditionally male roles in society
  whilst the males were away fighting.
• This development led society to perceive women as
  being more capable of undertaking tasks, which
  previously they were considered unable to do.
  This then had a knock on effect with womens
  participation in sport.

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• The health and fitness movement - The health and
  fitness movement developed in the 70s was
  instrumental in improving womens participation
  rates. The awareness of the benefits of health
  and fitness encouraged women to participate in
  health related exercise.
• The main focus of the movement towards physical
  activity was through activities such as aerobics
  and jogging as opposed to the more traditional
  sports activities.
• Much of the emphasis of participation by women
  was still based on the traditional views of
  femininity and sexual attractiveness.

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• Factors why men achieve more in sport than women
• Sports traditional status as a male preserve
  The vast majority of sports were invented by men
  for the sole enjoyment of men. Throughout
  history sport has been utilised for male purposes
  and has been shaped to fit their abilities
  (Houlihan, 2000).
• By the outbreak of the First World War there were
  very few sports which women had not tried.
  Despite this participation opposition to female
  participation came from both within and outside
  sport.
• Throughout history through to contemporary
  society the administration of sports both in
  governing bodies and clubs has been dominated by
  men and in some cases the sole preserve of men.
  An example of which would be the exclusion of
  women in some areas of the MCC (Marylebone
  Cricket Club) at Lords.

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• Role models One of the main contributors to
  participation in sport is the presence of role
  models to encourage and inspire young performers.
  Due to the historical lack of female
  participation in sport there is also a lack of
  role models for young females to aspire to. This
  is predominantly still the case within team
  sports such as football and cricket in the UK.
  Individual sports have however produced some
  powerful role models.

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• C. Barriers
• Participation in sport and leisure more recently
  has been in decline, with rising levels of
  sedentary lifestyle related illnesses. We need to
  identify the possible reasons for this decline
  and assess how we get people more involved in
  sports and leisure activities.
• The following information will provide guidance
  on the possible reasons why there is a current
  decline in sports and leisure activities.

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• Time This is often cited as a reason for
  non-participation in sport. With demanding jobs
  and family issues people often find it difficult
  to find the time to exercise.
• Provision It may be the case that there are no
  facilities or the facilities are not of the
  appropriate standard for the activity the
  consumer would like to take part in, e.g. it is
  difficult to train for skiing in the UK as there
  is very little snow.
• Transport or location In many sports and leisure
  activities the nearest club or facility is not
  always local leading to issues regarding access
  and transport.
• Cost Consumers who are on a low income or are
  unemployed may not have the finances available to
  enable them to take part in the sport or leisure
  activity of their choice. Furthermore some sports
  require large sums of money in order to
  participate, e.g. polo or horse or motor racing.

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• Religion This can be a barrier as the clothing
  required for certain religions can be restrictive
  to sport and leisure activities. Furthermore some
  religions do not allow their followers to compete
  or train at certain times as they have duties to
  undertake.
• Disability This can be restrictive as in certain
  cases there is not integration
• between able bodied and disabled people and some
  sports or activities require certain
  modifications or different equipment to enable
  disabled people to take part.
• Sega culture The computer games console
  revolution has led to a decline in participation
  among teenagers as many of them would rather play
  computer games rather than take part in sport and
  leisure activities.
• Age As people age their participation in sport
  and leisure activities declines.

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• Strategies to encourage participation in sport
• As previously discussed participation in sport
  and leisure more recently has been in decline.
  However there have been many strategies put in
  place to prevent this gradual decline. We need
  to identify some of those strategies and comment
  on any other ways the barriers to participation
  can be broken down.