TL;DRAbstract
The way in which sport is represented by the mass media can have a powerful socialising influence on our beliefs, attitudes and values about ourselves and others, and the world around us. The media coverage and portrayal of sport through selective narratives, images and activities can also influence people’s choice to participate, spectate, and support certain sporting activities, as well as the level of sponsorship that the event may attract. \nLimited research has been conducted on the media coverage of Masters sport globally, with no evidence of any research undertaken in the New Zealand environment. Exploration of the 2009 World Masters Games (WMG) held in Australia (Kennelly and Thomson, 2013) suggested that the amount of media coverage by the official media partner was not proportional to the size and significance of the event nor did it represent the participant profiles. The central themes focussed on age and celebrity athletes. With the next WMG scheduled to be held in Auc
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The way in which sport is represented by the mass media can have a powerful socialising influence on our beliefs, attitudes and values about ourselves and others, and the world around us. The media coverage and portrayal of sport through selective narratives, images and activities can also influence people’s choice to participate, spectate, and support certain sporting activities, as well as the level of sponsorship that the event may attract. \nLimited research has been conducted on the media coverage of Masters sport globally, with no evidence of any research undertaken in the New Zealand environment. Exploration of the 2009 World Masters Games (WMG) held in Australia (Kennelly and Thomson, 2013) suggested that the amount of media coverage by the official media partner was not proportional to the size and significance of the event nor did it represent the participant profiles. The central themes focussed on age and celebrity athletes. With the next WMG scheduled to be held in Auc
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