The impact of the media on the image of sport in society

Abstract

The relation between the media and sports is characterised by interdependence and cooperation, as the latter plays an important role in shaping the sports image within society, which is reflected in the formation of sports values and culture, and the power of the media lies in its ability to influence public opinion, change behaviours and create new attitudes.

Therefore, the media should be responsible in their coverage of sporting events and publishing images, by focusing on promoting positive values in society to build a healthy and diverse sporting community that encourages participation, respect and sportsmanship.