Abstract
Sport, often described as the most important unimportant activity in the world, is both universally accessible and applicable to all aspects of everyday life. It is a highly dynamic social phenomenon that extends to digital platforms and social media, that have and continue to play a crucial role in its global popularization. This theoretical paper aims to investigate the importance and influence that media has had in the popularization of sports by analyzing different theoretical approaches and empirical studies. This work focuses on three key areas of media influence: coverage of sports events, sports marketing and commercialization, and the role of media in shaping public perception and interest in sports activities. It concludes that media is an indispensable factor in the global popularization of sports. Media shapes the perception of sports, creates sports stars, and facilitaztes the spread of sports culture worldwide. This paper aims to deepen the understanding of the intricate relationship between media and sports, also highlighting the need for further research on this topic in the context of contemporary media trends and technological innovations.
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