PUBLISHER'S ACKNOWLEDGEMENTS

SERIES EDITOR'S FOREWORD

ACKNOWLEDGEMENTS

CONTRIBUTORS

1 INTRODUCTION: MAPPING THE MEDIA SPORTS CULTURAL COMPLEX

PART I MEDIA SPORT CONSTRUCTION: HISTORY, LABOUR, CULTURE AND ECONOMICS

OVERVIEW

2 SPORT AS ENTERTAINMENT: THE ROLE OF MASS COMMUNICATIONS

John Goldlust

3 THE TV AND SPORTS INDUSTRIES

Joan Chandler

4 THE DREAM TEAM, COMMUNICATIVE DIRT, AND MARKETING SYNERGY: USA BASKETBALL AND CROSS-MERCHANDISING IN TELEVISION COMMERCIALS

Lawrence A. Wenner

5 SPORTS MEDIA SPORTS MEDIA SANS FRONTIÈRES

Toby Miller, Geoffrey Lawrence, Jim McKay and David Rowe

6 SPEAKING THE 'UNIVERSAL LANGUAGE OF ENTERTAINMENT': NEWS CORPORATION, CULTURE AND THE GLOBAL SPORT MEDIA ECONOMY

David L. Andrews

7 SPORTS PAGE: A CASE STUDY IN THE MANUFACTURE OF SPORTS NEWS FOR TNE DAILY PRESS

Mark D. Lowes

8 BREAD, BUTTER AND GRAVY: AN INSTITUTIONAL APPROACH TO TELEVISED SPORT PRODUCTION

Michael Silk, Trevor Slack and John Amis

9 MEGA-EVENTS AND MEDIA CULTURE: SPORT AND THE OLYMPICS

Maurice Roche

FURTHER READING

PART II MEDIA SPORT DECONSTRUCTION: READINGS, FORMS, IDEOLOGIES AND FUTURES

OVERVIEW

LOCAL VISIONS OF TNE GLOBAL: SOME PERSPECTIVES FROM AROUND THE WORLD

Miquel de Moragas Spá, Nancy K. Rivenburgh and James F. Larson

NIKE'S COMMUNICATION WITH BLACK AUDIENCES: A SOCIOLOGICAL ANALYSIS OF ADVERTISING EFFECTIVENESS VIA SYMBOLIC INTERACTIONISM

Ketra L. Armstrong

THE TELEVISED SPORTS MANN00D FORMULA

Michael A. Messner, Michele Dunbar and Darnell Hunt

THE BASIC CONTENT: 'IDEALLY BEAUTIFUL AND SEXY WOMEN EOR MEN'

Laurel A. Davis

'I WANT TO BE TNE MINORITY': TNE POLITICS OF YOUTHFUL WHITE MASCULINITIES IN SPORT AND POPULAR CULTURE IN 1990'S AMERICA

Kyle W. Kusz

WOMEN, SPORT AND GLOBALIZATION: COMPETING DISCOURSES OF SEXUALITY AND NATION

Deborah Stevenson

REPRESENTATIONS OF FOOTBALL IN BASEBALL LITERATURE: THE LYRIC FENWAY, THE PROSODY Of THE DODGERS, AND ARE YOU READY FOR SOME FOOTBALL?

David McGimpsey

SPORT AS CONSTRUCTED AUDIENCE: A CASE STUDY OF ESPN'S THE EXTREME GAMES

Robert E. Rinehart

CONVERGENCE: SPORT ON THE INFORMATION SUPERHIGHWAY

Brian Stoddart

INTERNET COVERAGE OF UNIVERSITY SOFTBALL AND BASEBALL WEB SITES: THE INEQUITY CONTINUES

Michael Sagas, George B. Cunningham, Brian J. Wigley and Frank B. Ashley

FURTHER READING

INDEX