The power of technology is being showcased everyday. But as we all know, it wasn’t always like this; not everyone could have a voice or opinion and connection through screens. One of the fields where this change in the world is seen the most is in the sports world.
Sports over the last two decades have undergone massive changes through the media surrounding them, how news outlets cover them, and sports have even been affected by pop culture as well.
Through modern media, primarily social media, one of the largest aspects of sports that was affected by this growth and change is player empowerment. Player empowerment is defined as the shift in leverage in which athletes have gained much more control over their careers, finances, and brands overall(spearheaded by LeBron James’ 2010 decision to join the Miami Heat).
Another aspect comes in the introduction of player-led unions in professional sports leagues. This movement and growth in players taking control of their professional careers also includes how they are branded; specifically, in which brands the players themselves choose to use their likeness and player brand on, whether it be with signature shoes or even now with player-based clothing lines or beverages. Pop culture also plays a major part, especially with fashion as well.
Before in the past, player brands existed solely on the grounds where their sports take place. Another aspect of modern media and social media has brought this fan connection through players themselves having social media pages to interact with their fans and haters alike, with all three ways being considered as positive effects of modernization of sports.
On the other end, several negative aspects stem from the modernization of technology and how it affects sports. A lot of this comes from media created pressure that it placed onto athletes, in which they are expected to reach goals in their respective sports regardless of situation. News outlets make it no better with their hunger for negativity and belittlement of athletes.
Another aspect that players have to deal with because of modernized media compared to the past is the scrutiny players deal with, as well as unrealistic expectations on the players lives and images as a whole. Players nowadays are expected to live picture perfect lives instead of being allowed to be treated like the average human being or even worse, are scrutinized for having emotions or unpopular opinions. This aspect of player popularity in modern media is a complete negative that players have to face.
All-in-all modern media, new pop culture, has had many positives and negatives on sports across the world and will continue to evolve and change more and more as time goes on.
