Book contents
- Frontmatter
- Contents
- Miscellaneous Frontmatter
- Preface
- Acknowledgements
- 1 Sport, the Media and Popular Culture
- 2 All Our Yesterdays: A History of Media Sport
- 3 A Sporting Triangle: Television, Sport and Sponsorship
- 4 Power Game: Why Sport Matters to Television
- 5 Who Wants to Be a Millionaire? Media Sport and Stardom
- 6 The Race Game: Media Sport, Race and Ethnicity
- 7 Playing the Game: Media Sport and Gender
- 8 Games Across Frontiers: Mediated Sport and National Identity
- 9 The Sports Pages: Journalism and Sport
- 10 Consuming Sport: Fans, Fandom and the Audience
- 11 Conclusion: Sport in the Digital Age
- Bibliography
- Index
5 - Who Wants to Be a Millionaire? Media Sport and Stardom
Published online by Cambridge University Press: 05 August 2013
- Frontmatter
- Contents
- Miscellaneous Frontmatter
- Preface
- Acknowledgements
- 1 Sport, the Media and Popular Culture
- 2 All Our Yesterdays: A History of Media Sport
- 3 A Sporting Triangle: Television, Sport and Sponsorship
- 4 Power Game: Why Sport Matters to Television
- 5 Who Wants to Be a Millionaire? Media Sport and Stardom
- 6 The Race Game: Media Sport, Race and Ethnicity
- 7 Playing the Game: Media Sport and Gender
- 8 Games Across Frontiers: Mediated Sport and National Identity
- 9 The Sports Pages: Journalism and Sport
- 10 Consuming Sport: Fans, Fandom and the Audience
- 11 Conclusion: Sport in the Digital Age
- Bibliography
- Index
Summary
It is now possible not only to play your golf with Palmer clubs while dressed from cleat to umbrella tip in Palmer clothes (made in the US, Canada, New Zealand, Australia, Hong Kong, Japan, France or South Africa), but to have the Palmer image at your elbow in countless other ways.
You can buy your insurance from a Palmer agency, stay in a Palmer-owned motel, buy a Palmer lot to build your home on, push a Palmer-approved lawnmower, read a Palmer book, newspaper column or pamphlet, be catered to by a Palmer maid, listen to Palmer music and send your suit to a Palmer dry cleaner.
You can shave with his lather, spray on his deodorant, drink his favourite soft drink, fly his preferred airline, buy his approved corporate jet, eat his candy bar, order your certificates through him and cut up with his power tools.
(Mark McCormack, sports manager and agent, writing about client and golfer Arnold Palmer (1967: 112))Football commits an act of terrible treachery on young players when it over-rewards them too early. A foot comes off the accelerator, only to be applied to a tinted-window Porsche.
(Sue Mott, Daily Telegraph, 20 November 2007)- Type
- Chapter
- Information
- Power PlaySport, the Media and Popular Culture, pp. 86 - 106Publisher: Edinburgh University PressPrint publication year: 2009