Tackling the establishment with technology : a study of sports media cases

In today’s new media landscape, who tells the story and how it is told has changed from the traditional journalistic rituals of the past. This study examines four cases within sports media that challenge the sports media complex, a complicated partnership between sports organizations and personalities and the outlets that cover them. This research focuses on the impact of technological advances in communication on this institutionalized connection between media and sport and finds that while there are several factors that have affected the strength of the sports media complex, new media continue to serve as a catalyst in the erosion of the relationship between legacy media and sports’ governing bodies.